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The purpose of this paper is to describe the effects of religiosity on attitude and personal orientation toward luxury brands and on purchase and repurchase intentions. Determining the effects of religiosity on the consumers’ behavior toward luxury has proved to be a crucial matter. As far as the authors know, academic research on this topic is almost non-existent. This is an exploratory study at the level of the direct effects of religiosity. Following a literature review, a model was constructed to represent the various interrelationships between the variables investigated in this research.

A quantitative study was conducted among 227 individuals having varying levels of religiosity. The authors verified, before, that those interviewed have purchased a luxury brand.

The findings show that religiosity does not hinder the consumption of luxury brands. Indeed, the authors detected a positive relationship between attitude and personal orientation toward luxury brands and the level of religiosity. The effect of religiosity on attitude and personal orientation is stronger for persons having higher incomes. Moreover, this effect is slight more marked among women.

Just as for all other research work, it is important to identify the limitations of this study. The authors need only to acknowledge its exploratory nature for these relationships to be identified as preliminary ones and as the first elements of proof rather than as a conclusive demonstration. This research suffers from certain other limitations, especially concerning its convenience sampling and the fact that it covered only a limited geographical area, namely, the capital, Tunis, and its adjacent suburbs.

This research has shown that whatever the level of religiosity, its effect is stronger among persons having a high income. Therefore, Muslims, whatever their religiosity, can be a target for marketers and luxury brand.

Islam is not against luxury brand but against ostentation.

It is the first research, as the authors know, that study the relationship between religiosity and consumer luxury behavior, especially among Muslims.

This research aims to analyze the effects of religiosity on the decision to participate in a boycott and the effect of a boycott on attitudes toward the boycotted brand. It also aims to measure the moderating effect of brand loyalty on the different models the authors discuss.

An experiment involving 165 Tunisian individuals during a call for a boycott of products of the Coca-Cola Company, which supports the Israeli army against Palestine, was conducted. Data analyses were conducted via two principal stages using SPSS 20.0 and Smart PLS 2.0.

The findings show that degree of religiosity was one of the antecedents of decision to participate in a boycott, and this decision has a negative effect on the attitude toward the brand being boycotted. The paper also has been able to show that brand loyalty moderates the relation of the present model. It diminishes the effect of religiosity on boycotting.

Among the limits of the study is the fact that the authors relied on the investigation of only one product/brand (namely, Coca-Cola). In addition, the samples subjected to inquiry by the authors were chosen for their convenience.

Besides, the presentation of boycotted products in stores has a negative effect on the sales of the surrounding “non-boycotted” products (Friedman, 1999a). The authors note here that marketers can derive huge benefits from the exploration of boycott, for many reasons. The company must insist on the satisfaction and trust of their consumers, which are the bases of the loyalty. They must define the marketing strategy to increase the loyalty. This will diminish the effect of religiosity on the decision to participate in the boycott.

The results allow us to assert that the decision to participate in a boycott has a negative effect on the attitude of the consumer and on the brand to be boycotted. Investigating the moderating effect of loyalty on the relation between religiosity and the decision to participate in a boycott is very interesting.

This research has shown that religiosity has a positive effect on boycotting. Also, it was found that a boycott has a negative effect on attitudes toward the boycotted brand. Therefore, brand loyalty moderates negatively the effect of religiosity on the decision to participate in the boycott and moderates the effect of the boycott on brand attitude.

The main objective of this research was to measure the effects on sponsor recall¹ at the soccer African Nations Cup (ANC) in Tunisia in 2004. This quantitative investigation used a sample of 308 people who watched the event on television and/or in the stadium. The research demonstrates that there was indeed an effect by type of audience and other variables.