Best Paper award for Professor Fam
Professor Kim Fam has picked up a Best Paper Award at the 5th International Borneo Business Conference, which had a theme of 'Business and Economic Sustainability in Asia'.
Professor Kim Fam has picked up a Best Paper Award at the 5th International Borneo Business Conference, which had a theme of 'Business and Economic Sustainability in Asia'.
The co-authored paper, entitled "Chinese Generation Xers' Attitude toward Advertising: Evidence from Hong Kong and Shanghai Consumers", examined whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai.
The findings indicate that Generation Xers from these two cities believed advertising is entertaining and yet devious. The consistency could be attributed to the same social values shared by the Generation X cohort in metropolitan China.
Consumers from both cities disliked old-fashioned, repetitive, boring or annoying commercials, understandable given that both HK and Shanghai are very well developed and their citizens are rich, educated and sophisticated.
This study offered insights into beliefs about advertising, ad likeability and dislikeability, showing that culture, and to a lesser extent environment, are dominant forces in media consumption and consumer behavior among Generation Xers in both Hong Kong and Shanghai.