Purpose – The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China and also to collect information about the basis of judgment children used to determine whether commercials...

Purpose – This study aims to explore perceptions of healthy/unhealthy eating, and perceptions of various socializing agents encouraging healthy eating, amongst Chinese adolescents. Design/methodology/approach – A survey was conducted of 152 seventh, eighth and ninth grade Hong Kong students....

Purpose – The objective of the study is to use the constructs in the theory of planned behavior and advertising intervention to predict adolescents' intention for healthy eating. Design/methodology/approach – A convenience sample survey of 570 secondary school students aged 11 to 19 studying...

Purpose – This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables. Design/methodology/approach...

Purpose – The study attempts to identify the common attributes of the physical retail outlets favored by Hong Kong youths and to assess the relative importance of “hard” and “soft” aspects of the retail marketing mix in appealing to this consumer segment. Design/methodology/approach...

Purpose – The purpose of this study is to replicate a psychographic segmentation of adolescent girls in Hong Kong. It attempts to see if the segmentation of Hong Kong girls according to the perceptions of gender roles and ideal female images can be generalized to girls in Mainland China....

Purpose – The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups. Design/methodology/approach – A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong...

Purpose – The purpose of this study was to investigate how Chinese adolescent girls and boys construct their own ideal female images in response to gendered advertisements based on Arnett’s (1995) theory of self-socialization and Hirschman and Thompson’s (1997) three interpretive...

Purpose – The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to...

Purpose – The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. Design/methodology/approach – Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes...