The influence of religion on attitudes towards the advertising of controversial products

Authors :: Fam, Kim Shyan
Waller, David S.
Erdogan, B. Zafer
Source :: European Journal of Marketing. May-June, 2004, Vol. 38 Issue 5-6, 537-555
Publication Year :: 2004
Abstract: A six-country sample of 1,393 consumers was surveyed to determine the influence of religious belief on responses toward advertisements for controversial services and products. Four main religions are represented. Statistically significant differences were found between groups; implications for international marketing are discussed.

Subjects :: Marketing research -- Reports
Consumer preferences -- Religious aspects
Advertising, marketing and public relations
Business
Business, general

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