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Please use this identifier to cite or link to this item: http://hdl.handle.net/11129/2222

Title: The ethics of marketing in Islamic and Christian communities: Insights for global marketing
Authors: Gibbs, Paul
İlkan, Mustafa
School of Computing And Technology
Keywords: Islam
Christianity
Ethics
Marketing
Cyprus
Advertising
Issue Date: May-2008
Publisher: Cross Cultural Management: An International Journal, Emerald Group Publishing Limited
Citation: Paul Gibbs, Mustafa Ilkan, (2008) "The ethics of marketing in Islamic and Christian communities: Insights for global marketing", Cross Cultural Management: An International Journal, Vol. 15 Iss: 2, pp.162 - 175
Abstract: Purpose – This paper takes advantage of the closeness of two separated communities on the island of Cyprus to study how controversial products and forms of offensive advertising executions can be related to levels of religiousness, time usage and temporality. The resulting observations are then to be offered as insights into the notion of ethics of the two religious groups and how these might influence marketing to multicultural communities Design/methodology/approach – The findings are based on a small-scale survey of 530 students (211 Christians, 302 Muslims and 18 undeclared) who responded to a questionnaire distributed at two privately owned English-speaking institutions, one in the north and one in the south part of Cyprus. Findings – The study indicates a high degree of commonality between Islamic and Christian student Cypriots living in adjoining regimes, even given their ideological and political differences. Research limitations/implications – The relatively small numbers studied and the focus on students could limit the generalisation of these results. Practical implications – The results raise some issues for marketing segmentation and image use. For instance, positive and forward-looking images would stimulate most of the group regardless of their level of faith. Originality/value – This paper identifies commonalities and also ontological differences that ought to inform global marketing campaigns.
Description: Due to copyright restrictions, the access to the publisher version (published version) of this article is only available via subscription. You may click URI (with DOI: 10.1108/13527600810870606) and have access to the Publisher Version of this article through the publisher web site or online databases, if your Library or institution has subscription to the related journal or publication.
URI: http://dx.doi.org/10.1108/13527600810870606
http://hdl.handle.net/11129/2222
ISSN: 1352-7606
Appears in Collections:SCT – Journal Articles: Publisher & Author Versions (Post-Print Author Versions) – SCT

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