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,...
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my.utm.603992022-04-10T00:20:34Z http://eprints.utm.my/id/eprint/60399/ Religious faith, addictive products, and their advertisement: a qualitative inquiry Al-Nusairat, Jihad Mohammad Dhahi Habib, Farzana Quoquab Mahadi, Nomahaza Hussin, Nazimah HB Economic Theory 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, attitude and behavioral feelings towards advertisement of the controversial products from the religious perspective? The qualitative approach has been taken to achieve the research objectives. Twenty-two in-depth interviews have been conducted on students of a reputable public university in Malaysia. It is revealed that, health conscious consumers as well as consumer with small child hold negative perception towards controversial product and its advertisement. It is also understood that, Muslim consumers are more reluctant towards such products and their advertisement compare to other consumers. Implications, limitations and future research directions are also discussed at the end of the article. Azman Hashim International Business School 2015 Article PeerReviewed Al-Nusairat, Jihad Mohammad Dhahi and Habib, Farzana Quoquab and Mahadi, Nomahaza and Hussin, Nazimah (2015) Religious faith, addictive products, and their advertisement: a qualitative inquiry. International Journal Of Innovation And Business Strategy, 3 (1). pp. 1-16. ISSN 2232-044X https://business.utm.my/ijibs/issue/vol3-no1/50-religious-faith-addictive-products-and-their-advertisement-a-qualitative-inquiry |
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HB Economic Theory Al-Nusairat, Jihad Mohammad Dhahi Habib, Farzana Quoquab Mahadi, Nomahaza Hussin, Nazimah Religious faith, addictive products, and their advertisement: a qualitative inquiry |
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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, attitude and behavioral feelings towards advertisement of the controversial products from the religious perspective? The qualitative approach has been taken to achieve the research objectives. Twenty-two in-depth interviews have been conducted on students of a reputable public university in Malaysia. It is revealed that, health conscious consumers as well as consumer with small child hold negative perception towards controversial product and its advertisement. It is also understood that, Muslim consumers are more reluctant towards such products and their advertisement compare to other consumers. Implications, limitations and future research directions are also discussed at the end of the article. |
format |
Article |
author |
Al-Nusairat, Jihad Mohammad Dhahi Habib, Farzana Quoquab Mahadi, Nomahaza Hussin, Nazimah |
author_facet |
Al-Nusairat, Jihad Mohammad Dhahi Habib, Farzana Quoquab Mahadi, Nomahaza Hussin, Nazimah |
author_sort |
Al-Nusairat, Jihad Mohammad Dhahi |
title |
Religious faith, addictive products, and their advertisement: a qualitative inquiry |
title_short |
Religious faith, addictive products, and their advertisement: a qualitative inquiry |
title_full |
Religious faith, addictive products, and their advertisement: a qualitative inquiry |
title_fullStr |
Religious faith, addictive products, and their advertisement: a qualitative inquiry |
title_full_unstemmed |
Religious faith, addictive products, and their advertisement: a qualitative inquiry |
title_sort |
religious faith, addictive products, and their advertisement: a qualitative inquiry |
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Azman Hashim International Business School |
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2015 |
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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 |
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