الفهرس 
OFFENSIVE ADVERTISINGOnly 14 pages are availabe for public view
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Abstract
Some advertising agencies use offensive advertising without taking in consideration its consequences on consumers’ attitude in different cultures particularly in Islamic countries. Accordingly, this thesis attempted to study the role of Islamic religiosity on consumer response toward offensive advertising. Thus, the study tried to integrate the advertising practices with the Islamic business ethics, through discussing the offensive advertising practices in the light of Qur’an and Hadith of Prophet Muhammad (PBUH). Moreover, help advertising agencies develop a better understanding of which products and advertising manners are perceived to be offensive.
A questionnaire was distributed among 465 post graduate students in great Cairo after they watched two offensive advertisements. Islamic Religiosity was measured by (Abou youssef, 2011) Islamic scale, while, Attitude toward advertising scale was adopted from (Mittal and Lassar, 2000) and the scale for purchase intention was adopted from (Baker and Churchill, 1977). Results showed that religiosity has a significant effect on Muslim consumer response toward offensive advertising, either offensive product or offensive execution.