...Eiman Negm Purpose This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents. Design/methodology/approach The quantitative research approach was used to assess the women-empowerment and gender...

...Catherine Nickerson; Effrosyni Georgiadou; Anup Menon Nandialath Purpose The purpose of this study was to investigate whether including an Islamic appeal in a culture-neutral product advertisement has a positive effect on consumer attitudes to the advertisement leading to higher purchase...

...Shaizatulaqma Kamalul Ariffin; Nur Qistina Ihsannuddin; Ainul Mohsein Abdul Mohsin Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude...

...Jonathan A.J. Wilson; Nihal I.A. Ayad Purpose This paper explores reasons behind Muslim fervour, in response to advertisements that cause them offence – where marketing promotions and brands are seen to contradict or challenge the tenets of their religion (Islam) and culture. Design/methodology...

...Muhammad Waqas; Sarmad Jan Mian; Nabila Nazir Purpose This paper aims to fill a gap in the literature of marketing communication by exploring the role of different nudges implemented through advertising and personal selling in enhancing purchase intention and sales of mutual funds in Pakistan...

...Shaizatulaqma Kamalul Ariffin; Ishak Ismail; Khairul Anuar Mohammad Shah Purpose – This paper aims to view the role of religiosity in moderating the relationship between ego-defensive function of Muslim consumers’ and attitude toward advertising of controversial product. There is a rising concern...

...Maya F. Farah; Lamis El Samad Purpose – The purpose of this paper is to examine the impact of religious sect on the Lebanese consumer’s perception of controversial product advertisements. Design/methodology/approach – The study used a quantitative survey that was administered to a purposive...

...Davood Feiz; Meysam Fakharyan; Mohammad Reza Jalilvand; Marzieh Hashemi Purpose In recent years, increasing competition in communicational network of Iran has led to attracting more attention to marketing and particularly, advertising activities. The aim of this paper is to examine the effect...

... shares to them. Brand extensions National cultures Employee relations Advertising Automotive industry Iran Societe Annonyme Iranienne de Production Automobile (Saipa) was established in 1966, as an Iranian‐based car company in Tehran. Their focus lay initially in producing cars...

...Ahasanul Haque; Khaliq Ahmed; Syeada Irfath Jahan Purpose The purpose of this paper is to assess the existing advertising practices in Malaysia and their compliance with the Shariah (Islamic Law). Design/methodology/approach Using descriptive observations, the promotional tools...

...Ernest Cyril De Run; Muhammad Mohsin Butt; Kim‐Shyan Fam; Hui Yin Jong 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...