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

Gibbs, Paul and Ilkan, Mustafa (2008) The ethics of marketing in Islamic and Christian communities: insights for global marketing. Cross cultural management, 15 (2). pp. 162-175. ISSN 1352-7606

Full text is not in this repository.

This item is available in the Library Catalogue


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.

Item Type:Article
Research Areas:A. > Centre for Education Research and Scholarship (CERS)
A. > School of Health and Education
ID Code:2596
Useful Links:
Deposited On:24 Jun 2009 10:39
Last Modified:13 Mar 2015 14:55

Repository staff only: item control page

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year