The Impact of Life-Stage on Asian American Females' Ethnic Media Use, Ethnic Identification, and Attitudes Toward Ads

Carrie la Ferle*, Mariko Morimoto

*この研究の対応する著者

研究成果: Article査読

3 被引用数 (Scopus)

抄録

Significant buying power positions Asian Americans as an attractive market for advertisers. However, little is known about this group with respect to advertising responses and even less with respect to in-group differences. In this exploratory study, life-stage is identified as one of the potential factors that may differentially influence important advertising relevant variables for student and working Asian American females. The results of an experiment indicate differences between the two groups in terms of their ethnic media use, ethnic identification, and advertising evaluations.

本文言語English
ページ(範囲)147-166
ページ数20
ジャーナルHoward Journal of Communications
20
2
DOI
出版ステータスPublished - 2009 4 1
外部発表はい

ASJC Scopus subject areas

  • 通信
  • 戦略と経営

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