Attitudes towards offensive advertising: Malaysian Muslims' views

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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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
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
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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