Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia
This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and t...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/30646 |