Generacijske skupine i njihovi stavovi prema oglašavanju

This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to firstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative approach by means of personal interviews was used at the outset to identify external events which bring about the formation of cohorts. Accordingly, 48 interviews were conducted and data were content-analyzed. The findings were then incorporated into the second phase of study to investigate cohorts’ views about advertising, using theory of reasoned action. A quantitative approach via questionnaire-based survey was administered, and 1,410 copies were collected for analysis. Five distinct cohorts are proposed in the initial findings. They are labeled as Neoteric Inheritors, Prospective Pursuers, Social Strivers, Idealistic Strugglers and Battling Lifers on the basis of their respective engagement with events during the coming-of-age years. The subsequent findings show that beliefs about advertising are significant predictors of the attitudes to advertising, and so are the attitudes with regard to the intention of every cohort. However, their beliefs and attitudes to advertising are found to differ significantly, especially in the older cohort. The study thus highlights the implication of generational differences on the attitudes to advertising.Istraživanje je usmjereno na otkrivanje stavova prema oglašavanju sa stajališta generacijskih skupina u Sarawaku (Malezija). Studija je provedena u dvije faze: prva za identifikaciju generacijskih skupina u državi, a druga za istraživanje stavova svake skupine prema oglašavanju. Služeći se generacijskim teorijama, kvalitativni je pristup kroz osobne intervjue korišten kao polazište za identificiranje vanjskih događaja koji dovode do stvaranja skupina. Sukladno tome, provedena su 48 intervjua i analiza njihova sadržaja. Rezultati su zatim uključeni u drugu fazu studije istraživanja stavova skupina prema oglašavanju koristeći teoriju razložne akcije. Korišten je kvantitativni pristup istraživanju, a za analizu je prikupljeno 1 410 anketnih upitnika. U početnim nalazima predloženo je pet različitih skupina. One su označene kao moderni-nasljednici (Neoteric-inheritors), prospektivni-uvjeritelji (Prospective-pursuers), društveni-težitelji (Social-strivers), idealistički-borci (Idealistic-strugglers) i borbeni-osuđenici (Battling-lifers), na temelju njihova angažmana u događajima tijekom starenja. Naknadni rezultati pokazuju kako uvjerenja o oglašavanju značajno predviđaju stavove prema oglašavanju i prema namjeri za svaku skupinu. Međutim njihova uvjerenja i stavovi prema oglašavanju značajno su različiti, osobito kod starijih skupina. Istraživanje stoga naglašava implikacije generacijskih različitosti stavova prema oglašavanju

Ethnically targeted advertising : views of those not targeted

This paper sets out to extend current knowledge on advertising effects on those not targeted by noting unintended consequences on attitudinal, emotional, and behavioral reactions

Constructing ethnic identification variables of Malay, Chinese and Iban

This paper sets out to measure ethnic identification variables in a Malaysian context. Seven most widely accepted constructs of ethnic identity, language, friendship networks, religious affiliation, participation in clubs and organizations, endogamy, food preference and traditional celebrations were translated into nine constructs. Data collected was analyzed using exploratory factor analysis on three ethnic groups, Malay, Chinese and Iban in Malaysia. The findings indicate that "my language" and "my friends" can measure ethnic identification strength, with a caveat for religion Malays

Constructing ethnic identification variables of Malay, Chinese and Iban

This paper sets out to measure ethnic identification variables in a Malaysian context. Seven most widely accepted constructs of ethnic identity, language, friendship networks, religious affiliation, participation in clubs and organizations, endogamy, food preference and traditional celebrations were translated into nine constructs. Data collected was analyzed using exploratory factor analysis on three ethnic groups, Malay, Chinese and Iban in Malaysia. The findings indicate that “my language” and “my friends” can measure ethnic identification strength, with a caveat for religion for Malays

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This research sets out to determine the changes in attitude, emotion and behaviour of respondents to packaging using Bahasa Malaysia or Chinese in a multicultural Asian country, Malaysia. The findings of this research indicate that respondents reacted more favorably to product packaging imprinted in their own ethnic language. However, there is no significant difference between respondents in their attitude towards the company, indicating that there is a disparity between consumer reaction towards the company and its product packaging

Beyond Demographic Boundary: Determining Generational Values by Cohorts

This study use sociological theories of generations to identify generational cohorts for market segmentation. These theories are predominantly used in the West, hence little is known about their relevance in emerging markets, such as Malaysia. Past studies have mostly borrowed cohort labels from that of the U.S. sources, and assumed that their characteristics can be construed in the Malaysian context. Given the exploratory nature of the study, a qualitative approach by means of personal interview was conducted to identify the actual cohorts in Sarawak, a state in Malaysia. Specifically, major societal and historical events that Sarawakians could overtly recall due to their attachment to them during formative years were elicited. Accordingly forty-eight interviews were recorded, transcribed and content-analysed. Five cohorts were identified, and they were different from that of the U.S. sources. They were subsequently labelled as Neoteric-inheritors, Prospective-pursuers, Social-strivers, Idealisticstrugglers and Battling-lifers based on their collective experience of the events. The results show the relevance of theories of generations for market segmentation in emerging market

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This paper sets out to confirm a model that depicts the probability that service recovery activities will be carried out by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey format the restaurants customers. Data was then analyzed using exploratory and confirmatory factor analysis utilizing Structural Equation Model. Factor analysis indicated three views of customers termed as Spoken, Minor Action, and Major Action service recovery strategies. The confirmatory factor analysis indicated that the model was of a good fit (.749). The study was limited to respondents in Kuching. Nevertheless the finding has important implications to management and academia. For academics, the findings provide insight into service recovery modeling. A practical application from this study would be the use of Minor or Major Action service recovery strategies to improve customer’s perception of a company after service failure

Body Image of Pakistani Consumers

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Determining Attitudinal Beliefs about Controversial Advertising

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