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Attitudes towards offensive advertising: Malaysian Muslims' views

Purpose - The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they ar... Full description

Journal Title: Journal of Islamic marketing 2010-03-26, Vol.1 (1), p.25-36
Main Author: Cyril De Run, Ernest
Other Authors: Mohsin Butt, Muhammad , Fam, Kim-Shyan , Yin Jong, Hui
Format: Electronic Article Electronic Article
Language: English
Subjects:
Quelle: Alma/SFX Local Collection
Publisher: Bingley: Emerald Group Publishing Limited
ID: ISSN: 1759-0833
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recordid: cdi_emerald_primary_10_1108_17590831011026204
title: Attitudes towards offensive advertising: Malaysian Muslims' views
format: Article
creator:
  • Cyril De Run, Ernest
  • Mohsin Butt, Muhammad
  • Fam, Kim-Shyan
  • Yin Jong, Hui
subjects:
  • Advertising
  • Advertising effectiveness
  • Alcohol
  • Attitudes
  • Consumption
  • Culture
  • Hygiene
  • Influence
  • Islam
  • Islamic financing
  • Islamic law
  • Malaysia
  • Market research
  • Marketing
  • Minority & ethnic groups
  • Morality
  • Muslims
  • Public opinion
  • Religion
  • Religious fundamentalism
  • Society
  • Statistical analysis
  • Studies
  • Target markets
  • Values
ispartof: Journal of Islamic marketing, 2010-03-26, Vol.1 (1), p.25-36
description: Purpose - The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they are controversial.Design methodology approach - This paper consists of 279 randomly selected Malay participants. Data were analyzed using means, correlations, and ANOVA.Findings - 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.Research limitations implications - Respondents are somewhat more skewed towards a younger population causing concern that the results might not be a true indication of all Malaysian age groups.Originality value - The original value of the research lies in its effort to examine the results from the lens of religious theology and respondent degree of religiosity.
language: eng
source: Alma/SFX Local Collection
identifier: ISSN: 1759-0833
fulltext: fulltext
issn:
  • 1759-0833
  • 1759-0841
url: Link


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descriptionPurpose - The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they are controversial.Design methodology approach - This paper consists of 279 randomly selected Malay participants. Data were analyzed using means, correlations, and ANOVA.Findings - 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.Research limitations implications - Respondents are somewhat more skewed towards a younger population causing concern that the results might not be a true indication of all Malaysian age groups.Originality value - The original value of the research lies in its effort to examine the results from the lens of religious theology and respondent degree of religiosity.
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subjectAdvertising ; Advertising effectiveness ; Alcohol ; Attitudes ; Consumption ; Culture ; Hygiene ; Influence ; Islam ; Islamic financing ; Islamic law ; Malaysia ; Market research ; Marketing ; Minority & ethnic groups ; Morality ; Muslims ; Public opinion ; Religion ; Religious fundamentalism ; Society ; Statistical analysis ; Studies ; Target markets ; Values
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descriptionPurpose - The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they are controversial.Design methodology approach - This paper consists of 279 randomly selected Malay participants. Data were analyzed using means, correlations, and ANOVA.Findings - 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.Research limitations implications - Respondents are somewhat more skewed towards a younger population causing concern that the results might not be a true indication of all Malaysian age groups.Originality value - The original value of the research lies in its effort to examine the results from the lens of religious theology and respondent degree of religiosity.
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abstractPurpose - The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they are controversial.Design methodology approach - This paper consists of 279 randomly selected Malay participants. Data were analyzed using means, correlations, and ANOVA.Findings - 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.Research limitations implications - Respondents are somewhat more skewed towards a younger population causing concern that the results might not be a true indication of all Malaysian age groups.Originality value - The original value of the research lies in its effort to examine the results from the lens of religious theology and respondent degree of religiosity.
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doi10.1108/17590831011026204