Purpose – This paper aims at describing and exploring how consumers perceive acupuncture as a medical treatment in relation to biomedicine. Design/methodology/approach – Data were collected through an online survey using quota sampling. The attitudes of 879 Hong Kong residents aged 20 or...

Purpose The purpose of this paper is to explore the banking experiences and awareness of marketing efforts of banks among youth in mainland China. Design/methodology/approach Four focus-group interviews were conducted. A convenience sample of 26 participants aged 17 to 20 years was recruited in...

Purpose – The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods....