Ernest Cyril De Run

• PhD Marketing, Otago
• Professor at University of Malaysia, Sarawak

Intense competition for student enrollment has created a strong need for higher education institutions, especially those that offer graduate degree programs, to differentiate themselves. This article introduces the concept of strategic brand management as an avenue for higher education differentiation and discusses how higher education institutions...

The main purpose of this study is to explore the perceptions of cosmetics and skin care products in Malaysian metrosexual men. The scope of this study is limited to Malaysian males aged between 20 – 50 years old. A total of 105 respondents were interviewed and only 100 complete interviews was used. The results show that majority of respondents beli...

Notwithstanding the prevalent use of generation labels and descriptions from U.S. sources in the marketing literature and segmentation practices in Malaysia, there is an extreme lack of studies that justify such adoption with theoretical support and empirical evidence. The present study was performed to explore generation cohorts in Malaysia using...

The increase of awareness and trying of ethnic cuisine have increased due to the developing exchange of trade, movement of ethnicities across the globe, and tourist travelling opportunities. More people consume ethnic food for the appreciation of culture and the taste. Although the Dayaks are the largest indigenous group in Malaysia, little is done...

Purpose The present study serves as groundwork to investigate the determinants of ethnic food consumption intention in the context of developing markets. Using the theory of planned behaviour as the underlying basis, it is aimed to explain the effect of attitude, subjective norm and perceived behaviour control on consumption intention towards Dayak...

Despite the abundance of marketing literature on consumer complaint behaviour, little is done to explicate such behaviour from generational perspectives. How the older and younger groups complain, and whether the latter learn or inherit behavioural values from the former remain unknown. Using theories pertinent to complaint behaviour and social lea...

This study is groundwork to look into disposal behaviours in M alaysia. Despite the importance of sustainable waste management, most studies are carried out in the West and developed countries with limited relevance to developing countries in eastern context. M oreover, there is an extreme lack of knowledge pertaining to specific disposal behaviour...

Entrepreneurship development has been designated as a key component in economic transformation and educational programs in Malaysia. The government has introduced various initiatives to cultivate entrepreneurial spirit among younger generations, especially the university students. Despite the magnitude of these efforts, little is known whether univ...

This paper seeks to examine the effect of ethnic identification strength between the Malays and Chinese towards purchasing " Made in China " products. A quantitative approach by means of self-administered questionnaire was adopted. 252 Malay and 251 Chinese respondents' data were collected from local institutions of higher learning. Independent sam...

This study is groundwork to look into disposal behaviours in Malaysia. Despite the importance of sustainable waste management, most studies are carried out in the West and developed countries with limited relevance to developing countries in eastern context. Moreover, there is an extreme lack of knowledge pertaining to specific disposal behaviours...

The purpose of this study is to determine general behavioral and normative beliefs towards preferred sales promotion technique from the perspective of Malaysian consumers. Behavioral and normative beliefs towards preferred sales promotion technique are investigated so as to determine what contributes to attitude and subsequently behavioral intentio...

This study examines knowledge sharing behaviour in a highly innovative company. Particularly, the effect of key organizational factors, namely culture, trust, reward system, information system and structure on knowledge sharing is looked into. Team performance is also included as outcome construct to provide greater insights into the role of knowle...

The Reputation Quotient is one of the popular measurements for corporate reputation. It has been tested within a cross-cultural setting among countries in the United States, Europe and Australia. However, there is no reliable evidence that the Reputation Quotient is fit for Malaysia. The purpose of this paper is to empirically examine the Reputatio...

Purpose: The study aims to investigate the effect of behavioural and normative beliefs on attitude and subjective norm towards the use of Instagram respectively, and subsequently their effect on intention to use Instagram by generation cohort. The theory of reasoned action is adopted as underlying basis to explain the relationships under investigat...

Notwithstanding the prevalence use of generation labels and descriptions from the U.S. sources in marketing segmentation in Malaysia, there is an extreme lack of literature that justifies such adoption with theoretical support and empirical evidence. The present preliminary study is performed to explore generation cohorts in Malaysia by using socio...

The implementation of warning signage on cigarette packaging is widely practiced in various parts of the world, including developing markets.The purpose is todiscourage people from buying cigarette and smoking.Despite the effort to promotethe importance of health to the publics, the effectiveness of warning signage with negative messages on cigaret...

The objective of this research is to examine perception towards the products " Made in China " between the Malays and Chinese. Specifically, it looks into relationship between country-of-origin (COO) image, product knowledge, product involvement with information search and purchase intention. It further examines the difference of perception between...

Notwithstanding the prevalence use of generation labels and descriptions from the U.S. sources in marketing literature and segmentation practices in Malaysia, there is an extreme lack of studies that justify such adoption with theoretical support and empirical evidence. The present preliminary study is performed to explore generation cohorts in Mal...

The purpose of this study is to determine the general behavioural and normative beliefs towards preferred sales promotion technique from the perspective of Malaysian consumers. Behavioural and normative beliefs towards preferred sales promotion technique are investigated so as to determine what contributes to attitude and subsequently behavioural i...

The purpose of this study is to determine the attitude of young adults towards advertising from the perspective of ethnicity. Specifically, it seeks to find out how young adults from the Iban, Chinese and Malay communities perceive advertising so as to understand the implication of ethnicity and culture on the subject matter. A seven-factor belief...

Purpose – The purpose of this study is to understand the practice of Dawah among Muslims by discovering its perceived motives and benefits that can be replicated to organizational settings. Furthermore, the motives and benefits of performing Islamic Dawah are tied together to establish a Dawah based framework to foster ethical decision making in or...

This study serves as a groundwork attempt to look into disposition behaviour in Malaysia. Notwithstanding its magnitude, the extant of literature on consumer behaviour mainly focuses on topics related to acquisition and consumption. Less attention is given to understanding disposition, and how it ties in with repurchase intention. As past studies o...

Objective – This study aims to investigate the attitude of Malaysian young adults towards advertising. How this segment responds to advertising, and how ethnic/cultural differences moderate are assessed. Design/methodology/approach – A quantitative questionnaire is used to collect data at two universities. Purposive sampling technique is adopted to...

This study aims to investigate young consumers' views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets,...

The investigation into determinants of money donation intentions while employing an extended theory of planned behavior model is limited to developed country contexts. However, given the challenges facing charitable organizations and scant theoretical evidence from developing world, such an examination can contribute pragmatically. The current stud...

This study use sociological theories of generations to identify generational cohorts for market segmentation. These theories are predominantly used in the West, hence little is known about their relevance in emerging markets, such as Malaysia. Past studies have mostly borrowed cohort labels from that of the U.S. sources, and assumed that their char...

Given the rapid technological advancement, social media and communication devices continue to grow exponentially. Hence, social networking has become a major communication method in contemporary society. As a mobile application, Instagram has been widely used for personal reasons as well as business activities. Due to the lack of literature in unde...

Generation and value have been key extensions of demographic and psychographic bases in market segmentation respectively. However, generation has always been regarded as a demographic factor. Little is done to understand generational values across cohorts in emerging market. Using the cohort research in Sarawak as the basis, the present study is ai...

The purpose of this study is to investigate how adolescents view advertising. Specifically, the study utilizes the seven-belief factors model and the List of Values (LOVs) to look into the effects of beliefs about advertising and personal values on attitude towards advertising. Given the fact that little is known about adolescents’ views on the sub...

The purpose of this study is to investigate how adolescents view advertising. Specifically, the study utilizes the seven-belief factors model and the List of Values (LOVs) to look into the effects of beliefs about advertising and personal values on attitude towards advertising. Given the fact that little is known about adolescents' views on the sub...

This paper examines how media exposure, self esteem, and religiosity influence body image of Pakistan consumers.The underpinning of this study is based on Social Comparison Theory with two additional variables (religiosity and self es-teem) for understanding understand consumer attitude towards body image. A self administered questionnaire was used...

This study aims to determine the beliefs about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was utilized as underlying premise to elicit beliefs about controversial advertising in order to understand the formation of attitude towards the advertising. A qualitative...

This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to firstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative ap...

The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by means of questionnaire based s...

The aim of this study is determine attitude of young consumers towards advertising by ethnicity. Specifically, it seeks to understand how the young adults from the Iban, Chinese and Malay communities perceive advertising. A seven-factor belief model was adopted to decompose the theory of reasoned action in order to provide theoretical basis to exam...

This study aims to explore the antecedents to attitude about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was used to provide theoretical basis to exploring beliefs about adverting and explaining attitude. Accordingly, qualitative approach by means of personal inte...

This study looks at a one of the many use of a direct negative advertisement in Malaysian politics. Negative advertising has been constantly used by political parties in Malaysia. This paper looks specifically at one of such advertisements and its effect on voters where it was specifically aimed at (Batang Ai, Sarawak). The study measures attitude...

The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students.Beliefs of students towards advertising are investigated so as to determine what contributes to attitude and behavioral intention. This allows similarities and differences between the two groups of students to...

Every text on creativity has its strengths and weaknesses. The practical texts provide concepts and a variety of techniques that are easy to understand and apply, but they do not tell us why these concepts and techniques actually work. Academic articles provide us with information on why concepts and techniques work, but are often written using ter...

This study sets out to determine the choice of Malaysian Universities by Form Five and Form Six students in Malaysia. Further to that, respondents were asked of their choice of branding statements and promotion tools for Universities. The top three Universities chosen as first choice were UM, USM and UKM. The top three branding statements overall w...

The measurement of corporate reputation is a growing issue for practitioners and academics. The corporate reputation measurement literature concentrates on the United States and European countries. There is an obvious lack of studies especially on the development of corporate reputation measurement in Malaysia. While interest in the development of...

This study focuses on the adoption of retail internet banking among consumers in the Klang Valley, Malaysia and the impact of demographics factors on such adoption behavior. This study adopts a quantitative approach using surveys conducted at banks. The results indicate that while the hypotheses pertaining to gender, race, income, educational level...

Purpose – The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase satisfaction. Design/methodology/approach – In total, 1,300 questionnaires were distributed and collected by hand through hired enumerators in 13 different states...

Purpose – This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest. Design/methodology/approach – Examines the eight articles and the contribution of each to an important aspect of marketing in the region. Findings – The issue provides insights from bot...

Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement's message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase frequency. Design/methodology/approach – The study utilizes th...

p>The purpose of this paper is to show that culture has differential effects on purchase intent, using respondents from four very different cultural groups within Indonesia, and two different advertisements (one ethical, another unethical). The study uses survey methods and a highly structured questionnaire to collect data from respondents in four...

The Islamic culture is one of the largest and most unique cultures in the world and interest in Muslim related behaviour is increasing, although few marketers possess adequate knowledge and experience to interact appropriately with the various aggregate ethnic subgroups that make up the Muslim culture. Some new middle class Muslims are acutely awar...

The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the responden...

The purpose of this paper is to deliberate on efforts to utilize the theories of generations to identify generational cohorts in Sarawak. A qualitative study was carried out via in-depth interview using a purposive sampling method to determine major societal events in the state. Interviews were recorded, transcribed, and analyzed using content anal...

Ključne riječi: marke snack proizvoda, oglas, djeca, fokus grupe, Pakistan, roditelji SAŽETAK Ova kvalitativna studija istražuje mišljenja paki-stanske djece o televizijskom oglašavanju te navodi čimbenike utjecaja na izbor marke tzv. snack proizvoda. Namjernim uzorkovanjem odabrano je tridesetšestero djece iz triju škola, u kojima su putem fokus g...

Current automobile players are facing steep competition but no empirical study on antecedents of customers' repurchase intention of a branded passenger car has been done. A conceptual framework that integrates three previous frameworks has been developed to understand current car owner repurchase intention. A multi-stage sampling scheme, cluster fo...

Studies have shown the value of utilizing generational cohort in business and understanding human behavior due to the permanent effect of cataclysmic events on individuals during the formative years. This paper serves as a groundwork, aiming to identify the major events recalled by the three main ethnic groups in the state – the Ibans, the Chinese...

Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were distributed throughout Malaysia, and a total of 768...

This paper notes the impact of language choice in a brand name on consumer's response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and English language respectively. Speech Accommodation Theory (SAT...

A considerable number of empirical studies on country-of-origin had indicated its influence on consumer product evaluation as well as purchase intention. Previous research also suggests the outcomes of country-of-origin effect differ by product type investigated in addition to countries selected for examination. The main crux of this study to explo...

E-banking is a recent phenomenon in Pakistan and is a relatively less investigated topic of academic research. This paper sets out to investigate the dimension of e-service quality in Pakistani banks. A quantitative approach was used to identify and capture the e-service dimensions in the Pakistani banking sector. Data were analysed with the help o...

This article expands the existing research on ethnic advertising by investigating young consumers' attitudes towards targeted/ non-targeted ethnic advertisements as well as the moderating role of the strength of ethnic identity in an Eastern society. Eight hundred adolescents from different states within Malaysia were recruited for this research. D...

Research on ethnic advertisements has identified attitudinal differences between target and non-target groups. However, investigators have largely failed to explain the reasons behind these differences. Accordingly, this study examines the process by which target and non-target group adolescents build attitudes towards ethnically focused advertisem...

This paper notes the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and English language respectively. Speech Accommodation Theory (SAT...

This study examines the influence of transformational leadership style on employees’ organizational commitment to change in Malaysia higher education context. Recently there has been a wave of changes due to the ranking system issue whereby Malaysian universities have not been able to break into the top 200 universities in the world. A total of 458...

This paper sets out to extend current knowledge on targeted advertising effects by noting consequences on attitudinal and behavioral reactions on a real world advertisement campaign by Malay and Indian respondents. It uses Malay and English language as cues. This paper tests the effects based on relevant theories in the communication and advertisin...

This paper seeks to develop and test the SERVQUAL model scale for measuring Malaysian private health service quality. The study consists of 340 randomly selected participants visiting a private healthcare facility during a three-month data collection period. Data were analyzed using means, correlations, principal component and confirmatory factor a...

Purpose This article aims to explore attitudinal and behavioural differences between target and non‐target groups of ethnic advertisements. It seeks to expand the existing body of knowledge by investigating these differences from the perspective of young consumers in an Eastern context. This helps in testing the established theories of distinctiven...

Purpose – The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they are controversial. Design/methodology/approach – Thi...

Purpose The purpose of this paper is to gauge the extent to which public enterprises in Malaysia demonstrate entrepreneurial orientation. Design/methodology/approach A face‐to‐face survey was initiated to obtain data directly from top management of public enterprises. Findings The results of the investigation reveal that public enterprises seemed...

Purpose The purpose of this paper is to gauge the extent to which government‐linked companies in Malaysia demonstrate corporate entrepreneurship activities. Design/methodology/approach To achieve the objectives of the study, data was solicited directly from top management through face to face survey. Findings The findings on nature of corporate e...

Past researches have observed a shift in Organizational Commitment dimensions. This study takes a step further by validating the dimensionality of organizational commitment to change (OCC). Data was gathered through a survey using a structured questionnaire to public universities’ lecturers in Malaysia. A total of 395 questionnaires were returned...

Past researchers in leadership studies have observed a shift in the dimensions of new leadership behavior such as transformational and transactional styles. For the past few decades, leadership styles continue to be one of the most exciting issues for organizations. Many studies have attempted to explore its effect on work outcomes such as employee...

Research on ethnic advertisements has identified attitudinal differences between target and non-target groups. However, investigators have largely failed to explain the reasons behind these differences. Accordingly, this study examines the process by which target and non-target group adolescents build attitudes towards ethnically focused advertisem...

This study explores the influence of direct (parents) and vicarious (celebrities) role models on young consumer’s purchase intention and behavior in Malaysia. The study partially replicates previous studies conducted in the west while exploring the eastern perspective. The data was collected using convenience sampling. Respondents were mostly under...

Building upon the "social exchange theory" notion (Blau, 1964; Emerson, 1962), this paper hypothesized the direct impact of leader-member exchange on supervisors' use of downward influence tactics. Leader-member exchange (LMX) and influence tactics were conceptualized as 2- and 3-dimensional constructs, respectively. One hundred and fifty-eight Mal...

Low tariffs, wider coverage and decent quality keep Pakistani cellular phone market growth at an alarming pace. Despite highest growth rate in the region, the lucrative Pakistani market is not free from challenges. The intensified competition is depicting a pattern of customer churn while the companies are still enjoying growth. This creates seriou...

This paper sets out to confirm a model that depicts the probability that service recovery activities will be carried out by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey format the restaurants customers. Data was then analyzed using exploratory and confirmatory factor analysis utilizin...

Malaysia is a multiethnic society creating a mosaic of religion and racial groups. The dominant ethnic group is the Malays. It is important for private medical practitioners to understand what Malay customers expect and perceive regarding the quality of health service. This study determines and measures these perceptions using SERVQUAL model. The d...

This research studies the various reasons why tourists buy souvenirs during their vacation. This paper was conducted via interviews and questionnaire, which was distributed to 270 respondents around Sarawak. Data was analysed using Means and Factor Analysis. The findings showed that tourists buy souvenirs because of: Research. This paper is of valu...

Purpose This paper sets out to extend current knowledge on advertising effects on those not targeted by noting unintended consequences on attitudinal, emotional, and behavioral reactions. Design/methodology/approach This paper tests these effects based on relevant theories in the communication and advertising literature on two distinct ethnic grou...

This paper sets out to extend current knowledge on perception of customer service personnel (CSP) towards customers. It examines these perceptions by employing the CAB Paradigm, utilizing an interview followed by questionnaires based on the interview findings for CSPs in a telecommunications firm in Malaysia. Data collected from the interview was a...

Studies on the Multi-Level Marketing (MLM) industry have noted its impressive exponential growth in the past 30 years in terms of total volume of sales and number of salespersons involved. The purpose of this study is to identify the reasons why Malaysians join and continue to remain in the industry. It was found that the main reasons for joining a...