... for Sunni Arab consumers, data were collected from 218 respondents by means of an intercept survey. A systematic random sampling was used in selecting the respondents. Structural equation modeling was used to examine the role of religious/sectarian commitment (Sunni Islamic), ethnic identification (Arab...

... identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions...