Religious faith, addictive products, and their advertisement: a qualitative inquiry

• المؤلفون الرئيسيون: Al-Nusairat, Jihad Mohammad Dhahi, Habib, Farzana Quoquab, Mahadi, Nomahaza, Hussin, Nazimah
• التنسيق: مقال
• منشور في: Azman Hashim International Business School 2015
• الموضوعات: HB Economic Theory
• الوصول للمادة أونلاين: http://eprints.utm.my/id/eprint/60399/; https://business.utm.my/ijibs/issue/vol3-no1/50-religious-faith-addictive-products-and-their-advertisement-a-qualitative-inquiry

The present study sheds some light on the issue pertaining to the influence of religious faith on marketing communication strategy. More particularly, this study attempts to answer two research questions: (i) how Malaysian consumers perceive controversial product? And (ii) what is their perception,...