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| Author: | Rice, G. Al-Mossawi, M. |
| Title: | The implications of Islam for advertising messages: The Middle Eastern context |
| Journal: | Journal of Euromarketing
2002 : VOL. 11:3, p. 71-96 |
| Index terms: | Advertising Communication Religion Culture Middle East |
| Language: | eng |
| Abstract: | This paper presents a study examining the implications of Islam for advertising messages in the Middle East. There is discussion on the role of religion in advertising regulation, and an overview of the practice of Islam. There is an included analysis of managerial decision-making framework relating basic Islamic values to advertising with details on various consumer segments identified using religiosity as the base of segmentation. |
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