The influence of religion on attitudes towards the advertising of controversial products
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Cite this item:
Fam, K.-S., Waller, D. S., & Erdogan, B. Z. (2004). The influence of religion on attitudes towards the advertising of controversial products. European Journal of Marketing, 38(5/6), 537–555. doi:10.1108/03090560410529204
Permanent link to OUR Archive version:
http://hdl.handle.net/10523/1244
Abstract:
In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393 people across six different countries and resulting in samples of four main religious groups. The results indicated some statistically significant differences between the groups, which can have important implications for global marketers.
Date:
2004
ISSN:
0309-0566
Keywords:
religion; advertising; advertising standards; advertising effectiveness; consumer attitudes
Research Type:
Journal Article
Notes:
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