Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia

Haque, A. K. M. Ahasanul and Rahman, Sabbir and Ahmed, Ismail Sayyed and Yasmin, Farzana and Asri, Almas (2011) Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia. Business Management Dynamics, 1 (2). pp. 39-53. ISSN 2047-7031

Preview

PDF (Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia) - Published Version Download (585kB) | Preview

Abstract

The purpose of this paper is to explore consumers’ views on fast food restaurants advertisement. Data were collected by using convenient sampling method from Klang Valley area in Malaysia. The result of the research shows that customers’ are more influenced by internet advertisement followed by commercial advertising and print advertisement. The findings suggested some significant of implications which will help advertisers to create better fast food restaurant advertisements. For example, managers can change their slogans based on current situations which will help them to prepare on create suitable advertising for customers.

Item Type:	Article (Journal)
Additional Information:	5056/3945
Uncontrolled Keywords:	print media, media production, commercial advertising, internet advertising
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	12 Oct 2011 14:40
Last Modified:	22 Nov 2011 05:55
URI:	http://irep.iium.edu.my/id/eprint/3945

Actions (login required)

View Item