Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia

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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...

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Bibliographic Details
Main Authors:	Ismail, A.R., Melewar, T.
Format:	Journal Article
Published:	Routledge 2014
Online Access:	http://hdl.handle.net/20.500.11937/30646

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