Attitudes towards offensive advertising: Malaysian Chinese buddhist views

Malaysia is a multi-cultural and multi-racial country where religion practiced has considerable influence and uniqueness that separates it from the rest of the countries in the world. The Chinese in Malaysia are the second largest ethnic group in Malaysia with the majority practicing Buddhism. This...

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Main Author:	Chew, Fen Yi
Format:	Thesis
Language:	English
Published:	2010
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/10361/1/Chew%20Fen%20Yi%20ft.pdf
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id	my-unimas-ir.10361
record_format	uketd_dc
spelling	my-unimas-ir.103612023-05-09T07:58:58Z Attitudes towards offensive advertising: Malaysian Chinese buddhist views 2010 Chew, Fen Yi H Social Sciences (General) Malaysia is a multi-cultural and multi-racial country where religion practiced has considerable influence and uniqueness that separates it from the rest of the countries in the world. The Chinese in Malaysia are the second largest ethnic group in Malaysia with the majority practicing Buddhism. This research sets out to investigate the influence of religion, age and gender of the Chinese Buddhist in Malaysia towards controversial advertisements. 180 respondents were selected through convenient sampling of Malaysian Chinese Buddhi,i) Data were analyzed using mean, t-test, correlation and regression analysis. The results revealed some interesting findings where differences and similarities were diSCovered by religiosity, age and gender of the respondents. The findings have an important implication for local and international advertisers and marketers. Results indicated that apart from religion, age and gender also have significant impact on one's perception towards controversial advertisement. The most controversial advertisements for Malaysian Chinese Buddhist are funeral services and female contraceptives and the most controversial reasons are western images and hard sell. Universiti Malaysia Sarawak, (UNIMAS) 2010 Thesis http://ir.unimas.my/id/eprint/10361/ http://ir.unimas.my/id/eprint/10361/1/Chew%20Fen%20Yi%20ft.pdf text en validuser masters Universiti Malaysia Sarawak, UNIMAS Faculty of Economics and Business.
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Chew, Fen Yi Attitudes towards offensive advertising: Malaysian Chinese buddhist views
description	Malaysia is a multi-cultural and multi-racial country where religion practiced has considerable influence and uniqueness that separates it from the rest of the countries in the world. The Chinese in Malaysia are the second largest ethnic group in Malaysia with the majority practicing Buddhism. This research sets out to investigate the influence of religion, age and gender of the Chinese Buddhist in Malaysia towards controversial advertisements. 180 respondents were selected through convenient sampling of Malaysian Chinese Buddhi,i) Data were analyzed using mean, t-test, correlation and regression analysis. The results revealed some interesting findings where differences and similarities were diSCovered by religiosity, age and gender of the respondents. The findings have an important implication for local and international advertisers and marketers. Results indicated that apart from religion, age and gender also have significant impact on one's perception towards controversial advertisement. The most controversial advertisements for Malaysian Chinese Buddhist are funeral services and female contraceptives and the most controversial reasons are western images and hard sell.
format	Thesis
qualification_level	Master's degree
author	Chew, Fen Yi
author_facet	Chew, Fen Yi
author_sort	Chew, Fen Yi
title	Attitudes towards offensive advertising: Malaysian Chinese buddhist views
title_short	Attitudes towards offensive advertising: Malaysian Chinese buddhist views
title_full	Attitudes towards offensive advertising: Malaysian Chinese buddhist views
title_fullStr	Attitudes towards offensive advertising: Malaysian Chinese buddhist views
title_full_unstemmed	Attitudes towards offensive advertising: Malaysian Chinese buddhist views
title_sort	attitudes towards offensive advertising: malaysian chinese buddhist views
granting_institution	Universiti Malaysia Sarawak, UNIMAS
granting_department	Faculty of Economics and Business.
publishDate	2010
url	http://ir.unimas.my/id/eprint/10361/1/Chew%20Fen%20Yi%20ft.pdf
_version_	1783728062297276416

Attitudes towards offensive advertising: Malaysian Chinese buddhist views

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