Unraveling religious advertisements' effectiveness in a multi-religious society
Rajeev Kumra, Madhavan Parthasarathy, and Shafiullah Anis
| Year of publication: |
2016
|
|---|---|
| Authors: | Kumra, Rajeev ; Parthasarathy, Madhavan ; Shafiullah Anis |
| Published in: |
Journal of Indian business research. - Bingley : Emerald, ISSN 1755-4195, ZDB-ID 2473958-3. - Vol. 8.2016, 2, p. 122-142
|
| Subject: | India | In-Group bias theory (IGBT) | Multi-Religious society | Polarized appraisal theory (PAT) | Religious advertisement effectiveness | Religion | Werbung | Advertising | Indien | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIBR-07-2015-0083 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011659920