Open Access. Powered by Scholars. Published by Universities.®
Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Social and Behavioral Sciences
The Impact Of Lgbtq Appeal On Purchase Behavior Of Luxury Products Among Men In Kuwait, Saud Alyaqout
The Impact Of Lgbtq Appeal On Purchase Behavior Of Luxury Products Among Men In Kuwait, Saud Alyaqout
Global Strategic Communications Student Work
Abstract
The social milieu presents an increasing awareness and support for the LGBTQ community, encouraging clothing companies to adopt LGBTQ-themed products. In a predominantly Muslim country such as Kuwait, religion influences beliefs and practices towards the LGBTQ. Although studies reveal that the Quran indicates unclear teachings on the topic, most interpretations are negative. This study examined attitudes on the brand and ad with LGBTQ themes, and purchase intentions. The survey with 55 participants show mostly unfavorable attitudes towards this community. Their religious stance indicates an impact to their negative perceptions of the ad and the brand. Consequently, they also demonstrated …