Advertising of controversial products:a cross-cultural study

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dc.contributor.author Waller, DS
dc.contributor.author Fam, K-S
dc.contributor.author Erdogan, BZ
dc.date.accessioned 2009-12-21T02:38:15Z
dc.date.issued 2005
dc.identifier.citation Journal of Consumer Marketing, 2005, 22 (1), pp. 6 - 13
dc.identifier.issn 0736-3761
dc.identifier.other C1 en_US
dc.identifier.uri http://hdl.handle.net/10453/5446
dc.description.abstract Purpose - The purpose of this paper is to determine attitudes towards the advertising of certain controversial products/services and reasons for being offensive across four different countries, Malaysia, New Zealand, Turkey and the UK. Design/methodology/approach - This was achieved by analyzing the responses to a questionnaire that was distributed to a convenience sample of university students in the four countries. A total of 954 were sampled for this study. The results indicated that geography is not a major determinant of attitudes, and that religious and historical factors play a very important role. Findings - Of the 17 products presented, 11 resulted in similar answers for New Zealand and the UK, and seven were similar for Malaysia and Turkey. However, it was apparent that the two countries mostly populated by Muslims had some differences as Malaysia has a multicultural society that must make some allowances for other ethnic groups. It also appears that racism and racist images are of concern to all those sampled. Originality/value - The opening up of regional markets and the development of regional and global media, such as satellite television and the internet, will mean that marketers will try to take advantage of the associated benefits of a standardized approach to advertising and promotional activities. For those involved in international marketing, it is important that they are aware of possible differences and cultural sensitivities when entering a new market or undertaking a standardized mass-media campaign across a region, whether it be Australasia or Europe. © Emerald Group Publishing Limited.
dc.language eng
dc.relation.isbasedon 10.1108/07363760510576509
dc.title Advertising of controversial products:a cross-cultural study
dc.type Journal Article
dc.parent Journal of Consumer Marketing
dc.journal.volume 1
dc.journal.volume 22
dc.journal.number 1 en_US
dc.publocation Bradford, UK en_US
dc.identifier.startpage 6 en_US
dc.identifier.endpage 13 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150502 Marketing Communications
dc.personcode 010525
dc.percentage 100 en_US
dc.classification.name Marketing Communications en_US
dc.classification.type FOR-08 en_US
dc.description.keywords Advertising
dc.description.keywords Classes of goods marketed
dc.description.keywords Malaysia
dc.description.keywords New Zealand
dc.description.keywords Turkey
dc.description.keywords United Kingdom
pubs.embargo.period Not known
pubs.organisational-group /University of Technology Sydney
pubs.organisational-group /University of Technology Sydney/Faculty of Business
pubs.organisational-group /University of Technology Sydney/Faculty of Business/School of Marketing
utslib.copyright.status Closed Access
utslib.copyright.date 2015-04-15 12:17:09.805752+10
pubs.consider-herdc true
utslib.collection.history Closed (ID: 3)


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