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- W2428331867 abstract "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 test whether the in-group bias theory (IGBT) and the polarized appraisal theory (PAT) apply in a religious context." @default.
- W2428331867 created "2016-06-24" @default.
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- W2428331867 date "2016-06-20" @default.
- W2428331867 modified "2023-09-25" @default.
- W2428331867 title "Unraveling religious advertisements’ effectiveness in a multi-religious society" @default.
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- W2428331867 doi "https://doi.org/10.1108/jibr-07-2015-0083" @default.
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