Ernest Cyril, de Run and Muhammad Mohsin, Butt and Fam, Kim-Shyan and Jong, Hui Yin (2010) Attitudes towards offensive advertising: Malaysian Muslims' views. Journal of Islamic Marketing, 1 (1). pp. 25-36. ISSN 1759-0833
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35 Attitudes towards offensive advertising Malaysian Muslim vuews (abstract).pdf - Published Version Download (33kB) | Preview |
Official URL: http://www.researchgate.net/publication/235645565_...
Abstract
Results indicate that those high on religiosity differ on the nature and manner of controversial advertisements from those of low religiosity. Malay Muslims when compared on their degree of religiosity differ in terms of their evaluation of offensive nature of advertisement. More important they differ more on the reason that make these advertisement offensive compared to the nature of the products.
| Item Type: | Article |
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| Uncontrolled Keywords: | Advertising, Advertising effectiveness, Public opinion, Religion, Islam, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business |
| Depositing User: | Karen Kornalius |
| Date Deposited: | 13 Jan 2014 09:00 |
| Last Modified: | 12 Apr 2016 06:30 |
| URI: | http://ir.unimas.my/id/eprint/548 |
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