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ERIC Number: ED375446
Record Type: Non-Journal
Publication Date: 1994-Aug
Pages: 35
Abstractor: N/A
Reference Count: N/A
Relationship of Purchasing, Brand, and Self Involvement with Advertising Interactions and Beliefs among Malaysian Students.
Ramaprasad, Jyotika
A study examined Malaysian students' involvement with purchasing, with branded products, and with themselves as well as their responses to and beliefs about advertising, by ethnic group. Subjects, 387 students at a university in Penang, Malaysia, completed questionnaires measuring their responses to advertising. Results indicated a relatively high purchasing involvement, average brand involvement, and a somewhat individualistic orientation to purchasing, as well as average interactions (attention to, influences of, etc.) with advertising, and average to negative beliefs about social and economic aspects of advertising. Results also indicated that purchasing involvement was negatively related to social beliefs about advertising, and brand involvement was related to the functional value and influence of advertising on purchase. Explanations for many of the findings are the stage of development of Malaysia as a consumer society and the strong government and consumer association efforts to regulate advertising and educate consumers about it. (Contains 63 references, three notes, and four tables of data.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Malaysia