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1 – 10 of over 5000Given the increased interest in the practical significance of the general attitude towards religious advertising, the purpose of this paper is to examine what influences…
Abstract
Purpose
Given the increased interest in the practical significance of the general attitude towards religious advertising, the purpose of this paper is to examine what influences consumers’ general attitude towards religious advertising in Malaysia.
Design/methodology/approach
An analytical research design was used to examine the impact of five factors (attitude towards the purpose/goal of the religious advertising [attitude institution], the quality of the message [attitude instrument], the information presented in the religious advertising about the product [product information], the social image associated with the advertised product [social image] and the hedonic pleasure owing to the advertisement of the product or service [hedonic pleasure]) on the general attitude towards religious advertising. Data were collected using an online survey (n = 210) and were analysed using structural equation modelling method.
Findings
The research found that the attitude towards the institution of advertising and the hedonic pleasure significantly influence the general attitude towards religious advertising. However, the quality of the advertisement, social image and product information were found to be insignificant predictors. Overall, this is a surprising result, where consumers place their trust in the reputation of the provider of the product or service and act based on the stimulus of good feeling the advertisement converse to them.
Originality/value
This paper fills the gap in the research, as there are very few studies done on religious advertising. This paper has presented ways to improve practices of religious advertising.
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Muhammad Waqas, Sarmad Jan Mian and Nabila Nazir
This paper aims to fill a gap in the literature of marketing communication by exploring the role of different nudges implemented through advertising and personal selling in…
Abstract
Purpose
This paper aims to fill a gap in the literature of marketing communication by exploring the role of different nudges implemented through advertising and personal selling in enhancing purchase intention and sales of mutual funds in Pakistan.
Design/methodology/approach
Data collected by 20 semi-structured individual qualitative interviews in Pakistan were subjected to thematic analysis.
Findings
This study reveals the way managers apply different nudges in the form of Islamic beliefs and values in advertising and personal selling to enhance purchase intention and sales of mutual fund products among Muslim customers. Nudges that can be used in marketing communication may include religious cues, religious beliefs, religious values, spiritual elements, halal aspects of investment plans, religious icons and symbols, cultural music and images, appropriateness and correctness of sales messages and communicating halal aspects of mutual funds.
Research limitations/implications
The conclusions are based on findings from a relatively small number of respondents from one investment firm, but they offer an empirical basis for future research on the effect of advertising and personal selling on the sales and purchase intention of mutual fund products in an Islamic society.
Practical implications
This study offers practitioners a better understanding of the marketing communication tools likely to influence consumers’ purchase intention of mutual fund products, with positive implications in creating advertising and sales management in Pakistan.
Originality/value
Despite the prevalence of promoting mutual fund products, little research-based analysis has been available to academics or practitioners.
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The purpose of this study is to synthesize the existing research on Islam and advertising with the perspective of the Salafi authority of Saudi Arabia. This study is an…
Abstract
Purpose
The purpose of this study is to synthesize the existing research on Islam and advertising with the perspective of the Salafi authority of Saudi Arabia. This study is an exploration of the impact of the conservative interpretation of Islam on advertising.
Design/methodology/approach
This study critically reviews the literature on advertising in Islam, specifically in the context of the conservative religious Saudi Arabia, Islam and advertising and its connection with the interpretations of the religiously conservative segment of Saudi Arabian society. This systematic review covered 42 studies in Islamic advertising and Salafist/Hanbali jurisprudence, ranging from 1980 to 2014. These studies were validated through data triangulation using a meta-synthesis of 39 articles with 5 articles on Salafism and 5 Hanbali juristic texts.
Findings
The investigation concludes that there are several factors to be considered when developing advertising messages and content for the conservative segment of Islam. The considerations are as follows: (C1) avoidance of Islamic creedal taboos and displays of immorality; (C2) avoiding usage of musical instruments and taboo entertainment; (C3) women must be dressed appropriately, and gender roles must be in conjunction with Islamic texts; and (C4) avoiding deceptive marketing, defaming competition, and ambiguous transactions. Although there was a general consensus on C1 and C3, few studies discussed C2 and C4. Hanbali jurisprudence, the official school of thought in Saudi Arabia, was found to be in agreement with all four considerations. Additionally, the study synthesizes previous studies and contributes more knowledge to the few existing literature on the topic of Islam and advertising. A better understanding of the conservative interpretation of Islam can contribute to scholarship in the field of Islamic marketing.
Research limitations/implications
This paper was limited to the Salafist/Wahhabist interpretation of Islam based on Hanbali jurisprudence found in Saudi Arabia. The findings of this paper can be extended and validated through studying the attitudes of Salafists in different regions toward advertising messages and content.
Practical implications
This paper was limited to the Salafist/Wahhabist interpretation of Islam based on Hanbali jurisprudence found in Saudi Arabia. The findings of this paper can be extended and validated through studying the attitudes of Salafists in different regions toward advertising messages and content.
Originality/value
This study adds to the limited research on Islamic attitudes and challenges toward advertising in the Middle East. The study reviews existing research and utilizes religious rulings to research the conservative Islamic perspective of advertising.
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Junaid Ansari and Syed Irfan Hyder
This paper aims to understand the religio-spiritual insights of the consumers and investigate their relationship with the consumers’ attitude towards advertising and its…
Abstract
Purpose
This paper aims to understand the religio-spiritual insights of the consumers and investigate their relationship with the consumers’ attitude towards advertising and its antecedents. Religious festivals, such as Ramadan, are celebrated with high religio-spiritual contemplations, which are often targeted by intensive marketing campaigns. During these religious festivals, consumers’ attitude toward advertising is influenced when television commercials contain “unnecessary” entertainment, “inappropriate casting” of celebrities with less credibility, “cluttered” information, “phony claims” related to good for economy and “annoying content” increasing consumers’ irritation.
Design/methodology/approach
This study developed a higher-order construct of religio-spiritual insights and used “Theory of Reasoned Action” for measuring the effect of religio-spiritual insights on consumers’ attitude toward advertising. Exploratory sequential mixed methods research design was used to develop and validate the instrument. A total of 30 semi-structured interviews were conducted during i-depth analysis phase to generate themes and questionnaire. During instrument validation phase, 839 Muslim consumers were surveyed by using the questionnaire, and instrument was validated by using the co-variance-based structural equation modeling approach.
Findings
This study develops and validates the instrument of religio-spiritual insights and identifies its significant direct and mediating effects between the consumer’s attitude toward advertising and its determinants.
Originality/value
The newly developed instrument of religio-spiritual insights is based on six dimensions, namely, “beliefs and practices,” “association with higher power,” “interconnectedness,” “self-actualization,” “heart and mind involvement,” “knowledge and meanings.” This instrument of religio-spiritual insights was validated and then tested by using a conceptual framework based on the several variables, such as attitude toward advertising, irritation, good for economy, entertainment, credibility and information.
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Shaizatulaqma Kamalul Ariffin, Ishak Ismail and Khairul Anuar Mohammad Shah
This paper aims to view the role of religiosity in moderating the relationship between ego-defensive function of Muslim consumers’ and attitude toward advertising of controversial…
Abstract
Purpose
This paper aims to view the role of religiosity in moderating the relationship between ego-defensive function of Muslim consumers’ and attitude toward advertising of controversial product. There is a rising concern among Muslim consumers’ with regards to the halal status of many food outlets in Malaysia. This came out because many food operators do not understand what halal really means. Many of them are from Kopitiams food and beverages industry.
Design/methodology/approach
Survey method was used for the purpose of data collection in April 2014, and quantitative approach has been used as well. This study applied functional theory of attitudes to support this framework. Respondents consisted of 375 Muslim consumers’ in Malaysia.
Findings
The paper provides empirical insights about how religiosity moderates the relationship between ego-defensive function and consumer attitude toward advertising. Consumers with a high level of religiosity are more likely to respond less favorably toward the advertising, while consumers who have a low level of religiosity are more likely to respond more favorably toward the advertisement. In addition, it can be postulated that religiosity reduces negative effects of ego-defensive function.
Practical implications
The fact that religious groups are more organized, equipped and motivated to register their concern, demands better understanding of such groups by marketers. To avoid any controversies, or potential business loss, a better understanding of what could ignite their reaction seems to be an appropriate preventive strategy.
Originality/value
Only a few studies directly examined the influence of religion on marketing communication. The effects of religion on the advertising of controversial products remain largely unstudied to date. Therefore, this paper fills the gap in the research area.
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Catherine Nickerson, Effrosyni Georgiadou and Anup Menon Nandialath
The purpose of this study was to investigate whether including an Islamic appeal in a culture-neutral product advertisement has a positive effect on consumer attitudes to the…
Abstract
Purpose
The purpose of this study was to investigate whether including an Islamic appeal in a culture-neutral product advertisement has a positive effect on consumer attitudes to the advertisement leading to higher purchase intentions while considering religious affiliation and religiosity as moderating factors of the relationship.
Design/methodology/approach
Conditional process analysis was applied to examine the mediation of the relationship between ad version and purchase intention through attitude to the advertisement as well as the moderating role of religious affiliation and religiosity among 819 consumers within the Dubai market.
Findings
The analysis in this paper revealed that including an Islamic appeal in an advertisement does not have a positive effect on attitude to the advertisement or purchase intention, neither for Muslim consumers in general nor for Muslim consumers with high levels of religiosity. Conversely, including an Islamic appeal has a significant negative effect on the purchase intentions of Christian consumers within the Dubai market, as well as on those consumers who did not state their religious affiliation.
Research limitations/implications
Marketers should reconsider the use of Islamic appeals in product advertising, especially in relation to the promotion of culture-free products within diverse expatriate populations such as that represented by the Emirate of Dubai.
Originality/value
This study sheds light on the underexplored role of religious affiliation and religiosity in relationship to consumer behavior within the field of Islamic marketing in a major retail hub in the Middle East.
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A. Shafiq, A. Haque, K. Abdullah and M.T. Jan
This paper aims to explore people’s beliefs towards Islamic advertising.
Abstract
Purpose
This paper aims to explore people’s beliefs towards Islamic advertising.
Design/methodology/approach
Being exploratory in nature, this paper applies qualitative method of research by adapting thought elicitation technique of data collection. This method rests in the projective techniques of data collection and is also known as “word association technique”. It allows free thinking of respondents that helps in generating rich data which is most required in qualitative studies.
Findings
Various beliefs regarding Islamic advertising were extracted and categorized into different dimensions. These dimensions pertained to Islamic advertising’s possibility, nature, characteristics, real-time decisions and potential outcomes.
Research limitations/implications
Being an exploratory study, the data are collected from a small sample, hence raising generalization issues. Though, the same opens avenue for future research in that these dimensions should be subject to validation via large sample size.
Practical implications
This research will help in developing a scale to measure attitudes towards Islamic advertising, which the researchers can use to find justification for using Islamic advertising. Such application has great implications for businesses, as Islamic advertising concept stands contrary to the contemporary practices.
Social implications
With a growing concern for business ethics, this research is an attempt to bring Islamic ethics into advertising practice. This will not only eradicate the ill-effects of contemporary advertising but also provide sound evidence for revising advertising policies.
Originality/value
It adds to the developing field of Islamic marketing, by being the first attempt of its kind in paving the way for Islamic advertising.
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This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists between…
Abstract
Purpose
This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists between Zakah and consumption, neglecting important and strategic links with social cause marketing. This paper emanated from need to outline social cause and the charitable role of Zakah in promoting Halal businesses, poverty alleviation and sustainable development. Most works in the field of Zakah did not foresee the role of marketing. This is a misjudgement, as this work showed that Zakah yields large and measurable social gains to help the society and a firm.
Design/methodology/approach
Secondary sources were used in writing this paper. Available literature in the form of journals, books, manuals and reports was referred to. As a conceptual work, the paper does not test hypothesis or pretends to provide empirical evidences. It uses mathematical economics in arriving at some of the conclusions. Findings were derived through deductions and critical discourses, not through crunching of primary data.
Findings
The paper shows how Zakah, Halal consumption and corporate social responsibility are connected and highlights the role of Zakah as a social marketing tool. It shows how Zakah affects consumption through marginal propensity of Zakah recipients who spend Zakah money on basic needs.
Research limitations/implications
The paper looks at the broad aspects of Zakah and social marketing. How to make Zakah a pillar of Islamic firms’ social cause programs shall be the focus of future academic works in this area.
Originality/value
The paper is unique in drawing attention of Islamic firms to the effectiveness of Zakah in building a corporate image. It draws the attention of firms, activists, academics and governments to functions of Zakah that have not been studied in depth.
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Wisudanto, Tika Widiastuti, Dien Mardhiyah, Imron Mawardi, Anidah Robani and Muhammad Ubaidillah Al Mustofa
The halal cosmetics industry continues to grow significantly. Furthermore, using halal cosmetics is a must for Muslims. This study aims to analyze the factors influencing the…
Abstract
Purpose
The halal cosmetics industry continues to grow significantly. Furthermore, using halal cosmetics is a must for Muslims. This study aims to analyze the factors influencing the switching intention to halal cosmetics in Indonesia.
Design/methodology/approach
This quantitative study uses a Partial Least Square-Structural Equation Modelling (PLS-SEM) on 214 respondents. The variables include halal certification, halal awareness, product image, perceived behavioral control, subjective norm, attitude, advertisement and switching intention.
Findings
The product image plays the most influential role in deriving the attitude toward switching intention to halal cosmetics, following perceived behavioral control, halal awareness and subjective norm, but not halal certification and advertisement. The result indicates that the image of halal cosmetics influences customers’ attitudes toward switching to using halal cosmetics. Indonesian customers know the obligation to use halal products because they are Muslim. However, the existence of halal certification does not derive the switching intention to halal cosmetics.
Research limitations/implications
This study conducts research only in Indonesia. As a recommendation, further studies might conduct a comparative test using multicultural respondents in several countries. Other studies also suggested examining factors of switching intention through different generational, especially in countries with high individualism traits.
Practical implications
This study will encourage the halal industry, especially the halal cosmetics industry, to pay more attention to the product image. Meanwhile, the government can provide incentives or rewards to promote industry participation in halal cosmetics. The findings provide a more detailed understanding of how product image can influence someone to switch to halal cosmetics.
Originality/value
Research on switching intention to halal cosmetics is still limited. This study uses halal variables, while previous studies only used religiosity. This study also introduced the product images motivating customers’ switching intention to use halal cosmetics.
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Bodo B. Schlegelmilch, Adamantios Diamantopoulos and Alix Love
The need for charity services in Britain is increasing, particularly since the introduction of government incentives such as ‘Care in the Community’. However, large scale surveys…
Abstract
The need for charity services in Britain is increasing, particularly since the introduction of government incentives such as ‘Care in the Community’. However, large scale surveys of individual giving in Britain have indicated that donations to charity are at best remaining static. Careful administrative use of funds and accurate targeting of donors are therefore vital to a charity’s survival. Utilises empirical data from a nation‐wide survey to investigate in how far it is possible to accurately identify likely donors. Provides suggestions on how such information may be utilised in formulating fund‐raising strategies.
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