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| Tekijä: | Michell, P. Al-Mossawi, M. |
| Otsikko: | Religious commitment related to message contentiousness |
| Lehti: | International Journal of Advertising
1999 : VOL. 18:4, p. 427-443 |
| Asiasana: | ADVERTISING RELIGION CULTURE COMMUNICATION ATTITUDES |
| Kieli: | eng |
| Tiivistelmä: | The paper tests whether viewers with different levels of religious commitment have differing unaided recall, aided recall and attitudes towards non-contentious and contentious TV commercials in terms of their perceived message cues. Marketers should show increased sensitivy to the cultures and traditions of submarkets by manipulating message cues to strengthen the brand cvommunication while retailing its strategic integrity. |
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