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

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 com...

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Main Authors:	Haque, A. K. M. Ahasanul, Rahman, Sabbir, Ahmed, Ismail Sayyed, Yasmin, Farzana, Asri, Almas
Format:	Article
Language:	English
Published:	Society of Business and Management Dynamics 2011
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/3945/ http://irep.iium.edu.my/3945/ http://irep.iium.edu.my/3945/4/Ahsanul_Business_Man_Dynamic.pdf

id	iium-3945
recordtype	eprints
spelling	iium-39452011-11-21T21:55:10Z http://irep.iium.edu.my/3945/ Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas HF5001 Business. Business Administration 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. Society of Business and Management Dynamics 2011-08 Article PeerReviewed application/pdf en http://irep.iium.edu.my/3945/4/Ahsanul_Business_Man_Dynamic.pdf 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 http://www.bmdynamics.com/
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
description	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.
format	Article
author	Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas
author_facet	Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas
author_sort	Haque, A. K. M. Ahasanul
title	Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
title_short	Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
title_full	Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
title_fullStr	Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
title_full_unstemmed	Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
title_sort	assessing the impact of advertisement towards malay consumers: an empirical study of fast food restaurants in malaysia
publisher	Society of Business and Management Dynamics
publishDate	2011
url	http://irep.iium.edu.my/3945/ http://irep.iium.edu.my/3945/ http://irep.iium.edu.my/3945/4/Ahsanul_Business_Man_Dynamic.pdf
first_indexed	2023-09-18T20:11:56Z
last_indexed	2023-09-18T20:11:56Z
_version_	1777407535968419840

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

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