... qualitative approach to generate insights of this target groups that are grounded empirically. © Emerald Group Publishing Limited 2013 Communication effects Brand image Adolescents Hong Kong Focus group studies Young adults Advertising Celebrities Joey Yung was very busy...

...Kara Chan; Birgitte Tufte; Gianna Cappello; Russell B. Williams Purpose The present study aims to examine girls' perception of gender roles and gender identities in Hong Kong. Design/methodology/approach A total of 16 girls aged 10 to 12 were asked to take pictures from the media that could...

...Adrian Furnham; Jessica Li Purpose The purpose of this paper is to examine gender portrayal in food and beverage advertisements in Hong Kong. Design/methodology/approach A total of 45 commercials produced locally in Hong Kong and 45 commercials produced in a Western country were separately...

...Lars P. Andersen; Birgitte Tufle; Jeanette Rasmussen; Kara Chan Purpose The purpose of this paper is to compare sources of money as well as responses to television commercials and pop up advertisements on the internet among young “tween” consumers in Denmark and Hong Kong. Findings are compared...

...Kara Chan; Wei Fang Purpose The purpose of this paper is to examine the use of traditional media as well as the internet among young people in Hong Kong. With the fast development of the internet, the use of interpersonal as well as computer‐mediated communication has changed greatly. A study...

... to buy advertised products. Reviews the literature relating to consumer socialisation, which shows that children understand the concept of possession and value it from a very young age. Concludes that Hong Kong Chinese children do not endorse strongly materialistic values; younger children were more...