Ho Chi Fun, Edward. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.i / ACKNOWLEDGEMENT --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the project --- p.1 / Literature Review --- p.1 / Effectiveness of Nude Models --- p.2 / Statement of the Problem --- p.6 / Purpose of the Study --- p.6 / Objectives --- p.6 / Justification --- p.7 / Scope of the Study --- p.7 / Hypotheses --- p.8 / Methodology --- p.9 / Types of Data --- p.9 / Primary Data --- p.9 / Sources --- p.9 / Sample Design --- p.9 / Sampling Plan --- p.9 / Advertising Agents --- p.10 / Female Magazine Readers --- p.10 / Large Scale Questionnaire Survey --- p.10 / Procedure --- p.10 / Chapter II. --- INTERVIEW WITH THE WRITERS IN CREATIVE DEPARTMENT OF ADVERTISING AGENTS --- p.13 / Interview with a Senior Writer in DDB --- p.13 / Interview with a Writer in DMB --- p.15 / Chapter III. --- QUANTITATIVE QUESTIONNAIRE SURVEY --- p.17 / Basic Analysis of the Responses from Questionnaires --- p.18 / Some Statistical Results of the Responses on Selected Advertisements --- p.20 / Advertisement 1 : Frederique French Beauty Salon --- p.21 / Advertisement 2 : Claris Paris (Skin Care Product) --- p.23 / Advertisement 3 : Palmer's FadeCream (Skin Care) --- p.24 / Advertisement 4 : Triumph Daily (Undergarment) --- p.25 / Advertisement 5 : Outspan Grapefruit --- p.26 / Advertisement 6 : Ferre Fragrance --- p.27 / The Summary Table of Mean Scores on Different Construct --- p.29 / "The Results on the most Favourite, least Favourite and the most Striking One" --- p.29 / The Difference in Opinion among Students From Different Faculties --- p.30 / The Summary Table for Opinion among Students from Different Departments --- p.32 / Chapter IV. --- T H E RESEARCH IMPLICATIONS AND RECOMMENDATIONS --- p.33 / Implications from the Contrast of Opinion --- p.33 / The Conclusion on Hypotheses --- p.34 / Recommendations for Future Research --- p.36 / Limitations --- p.36 / Recommendations --- p.37 / Chapter V. --- MARKETING IMPLICATIONS --- p.38 / APPENDIX --- p.39 / BIBLIOGRAPHY --- p.86 / QUESTIONNAIRE --- p.88

by Tang Kit-mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 128-129. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.ix / CHAPTER --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- A REVIEW OF THE HONG KONG BREWERY INDUSTRY --- p.3 / Slackened growth in beer market --- p.3 / Potential in Female Market --- p.7 / Chapter III. --- OBJECTIVES OF THE STUDY --- p.10 / Management Objectives --- p.10 / Research Objectives --- p.11 / Operational Definitions --- p.11 / Chapter IV. --- THEORY OF ATTITUDE ---A LITERATURE REVIEW --- p.13 / Definition of Attitude --- p.13 / Tri-component View of Attitude vs. Attitude as Affect --- p.14 / Fishbein Behavioral Intentions Model --- p.17 / Chapter V. --- EXPLORATORY RESEARCH --- p.20 / Methodology --- p.20 / Results --- p.22 / Chapter VI. --- RESEARCH DESIGN OF QUESTIONNAIRE SURVEY --- p.32 / Questionnaire Development --- p.34 / Sampling Design --- p.37 / Chapter VII. --- RESULTS OF THE QUESTIONNAIRE SURVEY --- p.41 / Accuracy of Research Results --- p.41 / Demographic Characteristics --- p.42 / Beer Consumption Behavior --- p.43 / Attitude Component in Fishbein Behaviorial Intentions Model --- p.45 / Intention to drink beer --- p.46 / Ideal Beer --- p.47 / Intention to Drink Ideal Beer --- p.48 / Subjective Norm in Fishbein Behavioral Intentions Model --- p.49 / Findings in relation to Research Objectives --- p.50 / Summary of Results of Hypothesis Testing --- p.80 / Chapter VIII. --- LIMITATIONS OF THE STUDY --- p.81 / Limitations regarding the Focus Group Discussions --- p.81 / Limitations regarding the Questionnaire Survey --- p.82 / Chapter IX. --- CONCLUDING COMMENTS --- p.84 / Importance of Subjective Norms in Determining Female Beer Consumption Intentions --- p.84 / Change Strategies to Increase Beer Consumption Intentions --- p.85 / Topics for Future Research --- p.102 / APPENDICES --- p.103 / BIBLIOGRAPHY --- p.128

Lam Wang. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2004. / Includes bibliographical references (leaves 119-126). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.ix / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objectives --- p.4 / Chapter 1.3 --- Significant --- p.5 / Chapter 1.4 --- Outline --- p.6 / Chapter CHAPTER TWO --- BACKGROUND AND LITERATURE REVIEW --- p.8 / Chapter 2.1 --- Literature from Psychology --- p.8 / Chapter 2.1.1 --- The conceptual issues of feminism --- p.8 / Chapter 2.1.2 --- The measurement issues of feminism --- p.10 / Chapter 2.2 --- Literature from Marketing --- p.15 / Chapter 2.3 --- The Changing Roles of Women in China --- p.19 / Chapter CHAPTER THREE --- CONCEPTUALIZING FEMALE ROLE ORIENTATTION --- p.23 / Chapter 3.1 --- Defining Female Role Orientation --- p.23 / Chapter 3.2 --- The Components of the Female Role Orientation --- p.24 / Chapter 3.2.1 --- Wifehood orientation --- p.26 / Chapter 3.2.2 --- Motherhood orientation --- p.27 / Chapter 3.2.3 --- Career orientation --- p.28 / Chapter 3.2.4 --- Society orientation --- p.29 / Chapter 3.2.5 --- Appearance orientation --- p.29 / Chapter 3.2.6 --- Love orientation --- p.31 / Chapter CHAPTER FOUR --- RESEARCH METHODOLOGY --- p.33 / Chapter 4.1 --- Overview --- p.33 / Chapter 4.2 --- Study 1: Item Generation and Refinement --- p.35 / Chapter 4.3 --- Study 2: Instrument Pretests --- p.36 / Chapter 4.3.1 --- Pretest 1: Item reduction and reliability testing --- p.36 / Chapter 4.3.2 --- Pretest 2: Further refinement for scale items --- p.37 / Chapter 4.4 --- Study 3: Reliability and Validity Assessment --- p.41 / Chapter 4.4.1 --- Sample and data collection --- p.41 / Chapter 4.4.2 --- Dimensionality assessment --- p.43 / Chapter 4.4.3 --- Item analysis and reliability assessment --- p.51 / Chapter 4.4.4 --- Validity assessment --- p.51 / Chapter 4.4.4.1 --- Convergent validity --- p.51 / Chapter 4.4.4.2 --- Discriminant validity --- p.55 / Chapter 4.4.4.3 --- Nomological validity --- p.57 / Chapter 4.5 --- Sutdy 4: Assessment of Scale Generalizability --- p.65 / Chapter 4.5.1 --- Sample and data collection --- p.65 / Chapter 4.5.2 --- Factor structure comparison --- p.70 / Chapter 4.5.3 --- Comparison of reliability and validity across samples --- p.77 / Chapter 4.5.3.1 --- Scale reliability --- p.77 / Chapter 4.5.3.2 --- Convergent validity --- p.78 / Chapter 4.5.3.3 --- Discriminant validity --- p.83 / Chapter 4.5.3.4 --- Nomological validity --- p.85 / Chapter 4.6 --- Additional Analysis --- p.91 / Chapter 4.6.1 --- Comparing Arnott's Feminism Scale with FRO in Four Cities of PRC --- p.91 / Chapter CHAPTER FIVE --- RESULT AND DISCUSSION --- p.104 / Chapter 5.1 --- Discussion of Findings --- p.104 / Chapter 5.2 --- Contributions --- p.106 / Chapter 5.3 --- Limitations and Directions for Future Research --- p.111 / APPENDICES / Chapter APPENDIX I. --- QUESTIONAIRE --- p.113 / Chapter APPENDIX II. --- FRO SCALE ITEMS (AFTER REFINEMENT) --- p.117 / Chapter APPENDIX III. --- CHINESE VERSION OF ARNOTT'S FEMINISM SCALE --- p.118 / REFERRENCES --- p.119

by Iu Ho Tsz Carmen & Tam Suk Yan Tammy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 124-132). / abstract --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- Introduction --- p.1 / Chapter II. --- Literature Review --- p.5 / Chapter III. --- Background --- p.11 / Chapter IV. --- Hypotheses --- p.18 / Chapter V. --- Methodology --- p.25 / Content Analysis --- p.26 / Information Content --- p.26 / Emotional Appeal --- p.26 / Sex Appeal --- p.27 / Selection of Magazines --- p.28 / Selection of Advertisements --- p.29 / Evaluation of Advertisements --- p.29 / Survey --- p.30 / Chapter VI. --- Results --- p.32 / Content Analysis --- p.32 / General Magazine Profile --- p.32 / General Presentation of Advertisements --- p.33 / Proportion of Advertising Product Category in Women's Magazines --- p.33 / Color and Size --- p.34 / lmage Model --- p.35 / Contact Methods --- p.36 / Information Content --- p.37 / Emotional Appeal --- p.42 / Use of Sex Appeal --- p.44 / Survey --- p.46 / Reading Habit --- p.46 / Advertising Effectiveness --- p.49 / Information Content --- p.49 / Emotional Appeal --- p.52 / Perception Towards Sex Appeal --- p.56 / Definition of Sex Appeal --- p.56 / Impression on Sex Appeal --- p.58 / Comparison of Feelings --- p.59 / Chapter VII. --- Discussions And Implications --- p.61 / General --- p.61 / Advertisers' Selection of Magazines --- p.61 / Necessities of Contact Modes --- p.62 / Information Content --- p.63 / Text Level vs. Information Level --- p.66 / Usefulness vs. Attractiveness of Advertisements --- p.66 / Emotional Appeal --- p.66 / Sex Appeal --- p.67 / Women's Perceptions of Sex Appealin Print Advertisements --- p.67 / Appropriateness/Acceptance Level of the Use of Sex Appeal --- p.68 / Acceptance Level of Sex Appeal vs. Age --- p.69 / Sex Appeal vs. Nudity --- p.69 / Limitations --- p.70 / APPENDIX --- p.72 / bibliography --- p.124

University of Macau / Faculty of Social Sciences. / Department of Communication