Non-Muslims’ Beliefs about Islamic Advertising: Another Exploratory Study in Malaysia

Research output: Contribution to journalArticlepeer-review

1 Downloads (Pure)

Abstract

This paper explored Non-Muslims’ beliefs about Islamic advertising. It adapted thought elicitation for data collection using ‘word association technique’. When compared to Muslims, some similar as well as very dissimilar beliefs were extracted regarding Islamic advertising. While they were categorized into the same dimensions as their Muslims counterparts, this research also extracted some different dimensions and sub-dimensions. This research develops the concept of Islamic advertising from the point of view of non-Muslims, as previously only Muslims’ views were available. It will help the theorists and the advertisers equally. With a growing concern for business ethics, this research attempts to eradicate the ill-effects of contemporary advertising by providing sound evidence to revise advertising policies. It is the first of its kind and adds to the developing field of Islamic marketing.
Original languageEnglish
Number of pages13
JournalJurnal Pengurusan
Volume60
Publication statusPublished - Dec 2020

Bibliographical note

This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.

Keywords

  • Islamic advertising
  • Islamic marketing
  • Ethical advertising
  • Ethical marketing
  • thought elicitation technique

Fingerprint Dive into the research topics of 'Non-Muslims’ Beliefs about Islamic Advertising: Another Exploratory Study in Malaysia'. Together they form a unique fingerprint.

Cite this