The influence of religion on the assessment of the advertisements. (c2013)

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dc.contributor.author El Samad, Lamis
dc.date.accessioned 2015-09-18T06:15:28Z
dc.date.available 2015-09-18T06:15:28Z
dc.date.copyright 2013 en_US
dc.date.issued 2015-09-18
dc.date.submitted 2013-11-27
dc.identifier.uri http://hdl.handle.net/10725/2155
dc.description.abstract Religion plays a significant role in the way consumers perceive the advertising of controversial products. Religiosity, or the intensity of one’s religious beliefs, also plays a major part in establishing how consumers perceive product advertisements. A survey was completed by a representative sample of the Lebanese population consisting of 527 consumers from the two main religions in the country. The results indicated significant differences in perceptions between Muslims and Christians, Sunnis and Shiites, and highly religious versus less religious respondents with regards to the offensiveness of the advertising of controversial products. These results have significant implications on both advertisers and marketing managers aiming to expand their field of business in the Middle East as well as in other international regions where religion plays an integral role in the society. en_US
dc.language.iso en en_US
dc.subject Consumer behavior -- Lebanon en_US
dc.subject Consumers -- Lebanon -- Attitudes en_US
dc.subject Advertising -- Religious aspects en_US
dc.subject Lebanese American University -- Dissertations en_US
dc.subject Dissertations, Academic en_US
dc.title The influence of religion on the assessment of the advertisements. (c2013) en_US
dc.type Thesis en_US
dc.title.subtitle the case of the Lebanese consumer en_US
dc.term.submitted Fall en_US
dc.author.degree Master of Bus. Administration en_US
dc.author.school SOB en_US
dc.author.idnumber 201301144 en_US
dc.author.commembers Messarra, Leila en_US
dc.author.woa OA en_US
dc.author.department Hospitality and Marketing en_US
dc.description.embargo N/A en_US
dc.description.physdesc 1 hard copy: ix, 107 leaves; 31 cm. available at RNL. en_US
dc.author.advisor Farah, Maya en_US
dc.keywords Religiosity en_US
dc.keywords Religion en_US
dc.keywords Controversial Products en_US
dc.keywords Advertising en_US
dc.keywords Lebanon en_US
dc.keywords Consumer Perception en_US
dc.description.bibliographiccitations Includes bibliographical references (p. 89-107). en_US
dc.identifier.doi https://doi.org/10.26756/th.2013.45 en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/thesis.php en_US

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