Interdisciplinar y Behavior and Social Sciences – Lumban Gaol (Ed.)
© 2015 Taylor & Francis Group, London, ISBN 978-1-138-02735-0
Advertising cigarette and alcohol: Is it controversial to you?
F. Quoquab
International Business School, Universiti Teknologi Malaysia, Malaysia
J. Mohammad
Graduate School of Business, Universiti Kebangsaan Malaysia, Malaysia
N. Mahadi
International Business School, Universiti Teknologi Malaysia, Malaysia
ABSTRACT: Religion deals with ultimate concerns and values of human being and shapes one’s consumption
pattern as well. However, yet to authors’ knowledge little has been known regarding the influence of religion on
marketing communications, especially in the advertisements of controversial products. Hence the present