The ethics of marketing in Islamic and Christian communities: Insights for global marketing


Show simple item record Gibbs, Paul İlkan, Mustafa 2016-03-09T04:40:08Z 2016-03-09T04:40:08Z 2008-05
dc.identifier.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 en_US
dc.identifier.issn 1352-7606
dc.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. en_US
dc.description.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. en_US
dc.language.iso eng en_US
dc.publisher Cross Cultural Management: An International Journal, Emerald Group Publishing Limited en_US
dc.relation.isversionof 10.1108/13527600810870606 en_US
dc.rights info:eu-repo/semantics/restrictedAccess en_US
dc.subject Islam en_US
dc.subject Christianity en_US
dc.subject Ethics en_US
dc.subject Marketing en_US
dc.subject Cyprus en_US
dc.subject Advertising en_US
dc.title The ethics of marketing in Islamic and Christian communities: Insights for global marketing en_US
dc.type article en_US
dc.relation.journal Cross Cultural Management: An International Journal en_US
dc.contributor.department School of Computing And Technology en_US
dc.identifier.volume 15 en_US
dc.identifier.issue 2 en_US
dc.identifier.startpage 162 en_US
dc.identifier.endpage 175 en_US

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