Publication: Relationship Between Religiosity And Controversial Products And Offensive Nature Of Advertising Appeals
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Date
2014
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Arts and Commerce
Abstract
Studies have shown that religiosity is an important variable in determining consumer behaviours. Thisresearch paper attempts to investigate the relationship between religiosity and controversial products and offensive nature of advertising appeals. A survey of 278undergraduate students was conducted at a local university located in the South of Peninsular Malaysia. Descriptive analysis and correlations analysis were performed to analyze the data. Results showed that religiosity is positively related to controversial products and offensive nature of advertising appeals. Limitations and directions for future research are discussed towards the end of this paper.
Description
Journal of Marketing Management, Vol. 2(2), June 2014
Keywords
Religiosity,, Offensive advertising,, Consumer Introduction