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http://hdl.handle.net/11129/2222
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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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