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Unraveling religious advertisements' effectiveness in a multi-religious society

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Unraveling religious advertisements’ effectiveness in a multi-religious society

Kumra, Rajeev; Parthasarathy, Madhavan; Anis, Shafiullah - In: Journal of Indian Business Research 8 (2016) 2, pp. 122-142

Purpose The key research issue addressed in this paper is whether individuals perceive advertisements featuring themes from their own religion more positively, and advertisements featuring religious themes from other religions less positively, than neutral ads. In the process, this paper aims to...

Persistent link: https://www.econbiz.de/10014875103

Technology perception and productivity among physicians in the new norm post-pandemic : a dynamic capabilities perspective

Liew, Ewilly J. Y.; Koh, Sharon G. M.; Kwok, Andrei O. J.; … - 2021

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