Guns, Politics and Religion: Attitudes Toward Advertising of Controversial Products in Columbia

被引：0

作者：

Biggemann, Sergio ^{[1
]}

Fam, Kim-Shyan ^{[2
]}

Waller, David ^{[3
]}

Sheah, Shuo ^{[4
]}

Liu, Wenchao ^{[2
]}

机构：

[1] Univ Otago, POB 56, Dunedin, New Zealand

[2] Jilin Univ Finance & Econ, Changchun, Jilin, Peoples R China

[3] Univ Sydney, Sydney, NSW, Australia

[4] Huazhong Univ Sci & Technol, Wuhan, Hubei, Peoples R China

来源：

PROCEEDINGS OF 2017 CHINA MARKETING INTERNATIONAL CONFERENCE: MARKETING STRATEGY IN THE SHARING ECONOMY: LOCALIZATION AND GLOBALIZATION | 2017年

关键词：

Colombia; Controversial Products; Advertising; Religion; Guns; Politics; VALUES;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Colombia is a complex country which has a large Catholic population and a number of internal conflicts. As organizations undertake a global advertising strategy, countries in South America like Columbia are viewing advertising images and for products that may be perceived as offensive. This paper presents the results of a survey on perceptions towards the advertising of three relevant controversial products: guns and armament, political parties, and religious denominations. It also identifies the link between personal values of the Colombian sample and offence towards the advertising of the controversial products, which provides important insights into responsible advertising to the Colombian market.

引用

页码：364 / 370

页数：7

共 18 条

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