.... Lewis’s fictional story “The Lion, the Witch and the Wardrobe”. Nevertheless, when studying an Arab-world countries, relative to the significance of population sizes and exposure to reported numbers of offensive advertisements, empirical-based studies remain scarce. Furthermore, for Egypt, which...

...Uzma Noor; Mahnaz Mansoor; Sajeela Rabbani Purpose This study aims to investigate the generation of negative emotions and behavior in Muslim consumers from their attitude toward offensive advertising. Mediation of brand hate between attitude toward offensive advertising and brand retaliation...

... offensive advertising and the reasons which make the advertising offensive. Design/methodology/approach Responses regarding advertising of 11 controversial products and 7 reasons which make the advertising offensive were taken by distributing a questionnaire to a convenience sample of 250 university...