Attitudes towards offensive advertising : A Malaysian Study

Toghani, Mohammad Esmaeel (2009) Attitudes towards offensive advertising : A Malaysian Study. Masters thesis, University of Malaya.

[img] PDF
Final Submission.pdf

Download (942kB)

Abstract

This paper investigates attitudes towards the advertising of certain controversial products/services and reasons for being offensive. The study compares attitudes among demographics namely gender, religion and level of education and their effect of Brand Loyalty & Purchase Intention. A survey of 151 respondents from Malaysia was conducted in March 2009. A questionnaire examining the attitudes towards a series of potentially controversial/offensive products and reasons advertisement being offensive was constructed. Data were collected from university students in Klang Valley. The research indicates that there is significant difference in attitudes towards offensive advertisement among gender, religion and level of education and their effect of Brand Loyalty & Purchase Intention. Advertising agencies can use the study to develop an understanding of which advertisings are perceived by some people as offensive in term of its products/services and execution, and a list of potentially controversial clients.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Advertising, Controversial products, Controversial services, Brand loyalty, Purchase intention, Malaysia, Klang Valley, Offensive advertisement
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: MS NOOR ZAKIRA ZULRIMI
Date Deposited: 23 Jul 2013 00:57
Last Modified: 23 Jul 2013 00:57
URI: http://repository.um.edu.my/id/eprint/888

Actions (login required)

View Item View Item