Unraveling religious advertisements' effectiveness in a multi-religious society

Rajeev Kumra, Madhavan Parthasarathy, and Shafiullah Anis

Year of publication:	2016
Authors:	Kumra, Rajeev ; Parthasarathy, Madhavan ; Shafiullah Anis
Published in:	Journal of Indian business research. - Bingley : Emerald, ISSN 1755-4195, ZDB-ID 2473958-3. - Vol. 8.2016, 2, p. 122-142
Subject:	India \| In-Group bias theory (IGBT) \| Multi-Religious society \| Polarized appraisal theory (PAT) \| Religious advertisement effectiveness \| Religion \| Indien \| Werbewirkung \| Advertising effects \| Werbung \| Advertising

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