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dc.contributor.authorRageh, Ahmed
dc.contributor.authorMelewar, T.
dc.date.accessioned2017-06-23T02:59:22Z
dc.date.available2017-06-23T02:59:22Z
dc.date.created2017-06-19T03:39:44Z
dc.date.issued2014
dc.identifier.citationRageh, A. and Melewar, T. 2014. Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia. Journal of Promotion Management. 20 (5): pp. 553-570.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/53271
dc.identifier.doi10.1080/10496491.2014.946204
dc.description.abstract

This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-Muslim). When comparing Muslims and non-Muslims in the responses to the ads, it was generally found that Muslim subjects’ attitudes were significantly lower than non-Muslims attitudes toward the same ads. Future research should adopt a more representative sample and test different product categories.

dc.publisherRoutledge
dc.titleAttitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia
dc.typeJournal Article
dcterms.source.volume20
dcterms.source.number5
dcterms.source.startPage553
dcterms.source.endPage570
dcterms.source.issn1049-6491
dcterms.source.titleJournal of Promotion Management
curtin.departmentCBS International
curtin.accessStatusFulltext not available


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