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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.

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.

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.

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.

This research aims to find out whether intrinsic and extrinsic religiosity affect product attitude functions (value-expressive, social-adjustive).

The population of the research consists of Muslim consumers in Turkey and Christian consumers in Portugal. Using the convenience sampling method, the data was obtained from 800 questionnaire forms which consist of 400 forms filled by Muslim consumers in Turkey and 400 forms filled by Christian consumers in Portugal. Smart PLS 3 (Partial Least Squares) statistical program was used to test hypotheses.

Results of the analyses show that the intrinsic religiosity of Muslim Consumers living in Turkey and Christian consumers living in Portugal negatively affects the value-expressive and social adjustive attitude. Extrinsic religiosity, on the other hand, has been found to have a positive effect on the functions of value-expressive and social-adjustive attitudes within the consumers of both countries.

There are studies on religiosity and consumer attitudes in the Turkish literature (Kurtoglu and Çiçek, 2013; Uyar et al., 2020; Demirag et al., 2020). Religiosity dimensions (intrinsic/extrinsic religiosity); however, have been neglected in the Turkish literature. This study provides a detailed evaluation of the effect of these dimensions on the dependent variable. Additionally, this study emphasizes the relational aspect of attitude dependent variable and religiosity dimensions by approaching it through the context of value-expressive and social-adjustive attitude. Thus, it is aimed to help practitioners and the literature gain a different perspective by referring to the attitude functions whose foundations were laid in the studies of Smith et al. (1956), Katz (1960) and strengthened in studies like Wilcox et al. (2009). By comparing two different religions, the study results are analyzed in the context of different regions and cultures. This comparison can be beneficial both for local and international investors as religious and cultural factors play an important role in local and cultural investment decisions. The results of this study are thought to contribute to the consumer behavior literature and to public authorities in terms of evaluating the level of religiosity. In addition, this study can have practical results for the practitioners in both Portugal and Turkey.

This study aims to determine how the attitudes toward artificial intelligence (AI) of religious tourists affect their AI self-efficacy and their engagement in AI. This study specifically intends to investigate the mediating role of AI self-efficacy in the relationship between attitudes toward AI and the engagement in AI of religious tourists. This study also seeks to identify the role of AI assistant use as a moderator in the relationship between attitudes toward AI and AI self-efficacy.

The data used in this study was gathered from a sample of 282 religious tourists who had just visited Karbala, central Iraq. Purposive sampling, which comprises a focused and systematic approach to data collection, was used after carefully assessing the distinctive characteristics and properties of the research population.

The results showed that attitudes to AI had a noticeable impact on AI self-efficacy, which, in turn, exerted a positive impact on engagement with AI. In addition, the use of AI assistants acted to positively moderate AI self-efficacy in terms of mediating the link between attitudes to AI and AI engagement.

The distinctive focus on religious tourists adds an original perspective to the existing literature, shedding light on how their attitudes towards AI impact not only their self-efficacy but also their engagement in dealing with AI. In addition, this study delves into the moderating role of AI assistant use, introducing a unique factor in understanding the complex interplay between attitudes, self-efficacy, and engagement in the context of religious tourism. The selection of Karbala, central Iraq, as this study site further adds originality, providing insights into a specific religious and cultural context.

Prior research has investigated the development of Islamic communities. The authors contribute to this line of research by analyzing the effects of Islamic values and Islamic religious practices on entrepreneurship intentions in Islamic communities. Using theory of planned behavior as a theoretical lens, they also take into account that the relationship between religion and entrepreneurial intentions can be mediated by individual’s attitude toward entrepreneurship.

The authors analyze primary data obtained from a sample of 1,895 Pakistani university students. They also use structural equation modeling to perform a nuanced assessment of the relationship between Islamic values and practices and entrepreneurship intentions and to account for mediating effects.

The results show that both Islamic values and Islamic practices positively influence entrepreneurship intentions. Both effects are mediated by the attitude toward entrepreneurship.

The authors contribute to prior research on entrepreneurship in Islamic communities by applying a more fine-grained approach to capture the link between religion and entrepreneurship. Further, they contribute to the literature on entrepreneurship intentions by showing that the influence of religion on entrepreneurship intentions is mainly due to religious values and practices, which shape the attitude toward entrepreneurship and thereby influence entrepreneurship intentions in religious communities.

The religious-based brands are increasing daily, and different organizations target religious consumers. However, a scarcity of research in developing nations makes it difficult to determine how customers evaluate religious brands. This study aims to develop a model based on Ajzen’s (1985) theory of planned behaviour (TPB). It incorporates the three mediating factors of religious brand attitude, subjective norms and perceived behavioural control.

A total of 499 (232 Malay and 267 Thai Muslim) respondents were surveyed systematically by adopting the purposive non-probability sampling technique. Empirically three studies with the extended model were tested in a cross-cultural context.

The results illustrate that the religious brand attitude affects the buying behavioural intentions of Muslims. The analysis found the significant role of Islamic brand attitude and mediating variables. Islamic brand by the customer is the second most significant component after Islamic brand by country of origin. The research provides a theoretical model for the research foundation and a model to analyse religious brands in diverse backgrounds.

Only three different religious brand views were considered independent factors in this study, together with the development of TPB behavioural expectations. The research looked at three different regions in Malaysia as well as Thailand. The research also provides a model that can be used to analyse how various customers view well-known companies and religious brands.

Researchers, teachers and practitioners in the domains of advertising, marketing communications, consumer behaviour and sociology will find this study useful.

The authors develop a novel dual religiosity conceptual model to delineate the sequential nature of religious opinion formation, behaviour and consumption of religious brands. In addition, the authors provide an example using the PLS model analysis as a supporting example.

This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.

Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.

The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on Muslim consumers’ decision-making styles, and different decision-making styles of Muslim consumers affect their brand verdict through brand status and brand attitude.

The research sample consists solely of respondents from the Islamic religion. Therefore, the impact of religiosity might differ among individuals from other religions, such as Christianity and Judaism.

This study’s findings are crucial for clothing brands, both national and international, that cater to the Muslim customers’ market. They need to consider the degree of religiosity when segmenting and targeting their market. This study shows that clothing brand marketers can best influence the brand verdict of Muslim consumers by targeting those with a brand-loyal decision-making style, focusing on their religious beliefs.

To achieve success in Iran’s Muslim market, marketers must consider their consumers’ religious beliefs and tailor their marketing plans accordingly. This study aims to investigate the impact of religiosity on consumer behavior toward brands in Iran’s Muslim market.

The purpose of this study is to ascertain the factors that influence the use of Islamic banking (IB) services by religious leaders in Indonesia using the theory of reasoned action. Customers of sharia banks consist of Muslims and other religions. Based on this fact, this paper analyzes the influence of attitude (ATT), community influence (CI), religious obligation (RO) and subjective norms (SN) to predict the intentions of religious leaders in using IB services in Indonesia.

Data were randomly obtained from 119 religious’ leaders with the structural equation modeling technique used for analysis.

The empirical analysis data suggest that attitude (ATT) and religious obligations (RO) show a significant impact on the intentions of religious leaders to use IB services, while community influence and subjective norms have a negative impact on the intentions of Indonesian religious leaders in using IB services.

This study aims to assist Islamic bank managers in Indonesia to formulate appropriate Islamic marketing strategies and policies to increase customer trust through comprehensive socialization to religious communities. The strategy is a necessity, especially because the government is targeting a 10% growth by 2020. Furthermore, bank managers need to develop in-depth insights into their operations to attract religious leaders’ intentions. The fact shows that the stronger the understanding of individual religion, the greater their intention in using IB services.

Because of the increasing interest in adopting IB in Indonesia, this study claims three essential contributions. Firstly, it aims to examine the intention of religious leaders, namely, Islam, Christianity, Catholicism, Hinduism, Buddhism and Confucianism, in assisting IB managers to design a strategy better than conventional banks. Secondly, the study findings are expected to benefit the development of literature in accordance with the economic conditions of certain religions. Thirdly, this study provides an insight into the inclusive attitude of religious leaders and their intention to adopt the economic structure of other religions.

The purpose of this paper is to investigate the impact of religiosity on consumer attitudes and purchase intentions toward Islamic banks.

The study takes place in the Tunisian context. Even though Tunisia is a Muslim country, the culture is considerably different from those of the Middle East or Malaysia (countries where the majority of studies on Islamic banks have taken place). Consequently, an adapted religiosity scale was developed to fit the study’s context. Then, the scale was pre-tested on a sample of 188 respondents. In order to test the research hypotheses, a second data collection, based on a convenience sampling technique, was undertaken, yielding a sample of 217 respondents.

The religiosity variable was found to be tridimensional. Results show that the more a person fears divine punishment, the more he/she will develop a favorable attitude towards Islamic banks. Also, the more a person believes in Islamic laws, the more favorable his/her attitude towards Islamic banks. However, the relationship between religious involvement (practice and interest) and attitude toward Islamic banks is found to be insignificant. Other alternative models were tested and the results indicate that neither fear, nor beliefs, nor religious involvement has a direct effect on purchase intention. Thus, religiosity has an indirect effect on purchase intentions of Islamic bank services through attitude towards these banks.

It is suggested that a communication strategy focusing on the compatibility of Islamic banks with Islamic beliefs and eliminating any doubt that Islamic bank operations are suspicious (from a religious point of view) could attract a segment of consumers who wish to be in harmony with the prescriptions of their religion. Islamic banks can better position their offers compared to conventional banks and improve the perception of actual or potential clients. The study offers some implications to managers of conventional banks as well.

Previous studies have reported the strong impact of religion on Muslims’ attitude towards Islamic banks. The main contribution of this study is to show which dimension of religiosity has the most important impact on attitude and purchase intention toward Islamic banks.

The study investigates the mediated moderation impact of Memorable Religious Experience (MRE) and Religiosity (REL) on the relationship between Memorable Tourism Experience (MTE) and Attitude towards Pilgrimage (ATT) finally driving Recommend Intention (RCI) of visitors to a religious site. It suggests visitors' incentive variable religiosity can influence their decision to recommend visiting a religious destination.

The research uses a quantitative cross-sectional approach wherein a self-administered survey was used for data collection from 223 pilgrims who visited a popular pilgrimage site. Partial least squares-structural equation modeling (PLS-SEM) was employed for analysis.

The results showed that MTE has a significant influence on ATT which further influences RCI (a dimension of behavioral intention-BI) of visitors towards a religious destination. Further, MRE mediates the relationship between MTE and ATT. Nevertheless, REL illustrated a significant moderation influence on the relationship between MRE and ATT, further verifying the mediated moderation impact of MRE and REL in the model.

Recommendation of existing customers is one of the most powerful indicators of customer loyalty and usually leads to revisit. The research provides destination managers/tourism planners of pilgrimage sites to formulate appropriate marketing strategies to develop RCI and sustainable branding.

This study adds to the empirical studies conducted on REL by constructing a composite picture of the memorable tourism experience within a pilgrimage tourism context. The uniqueness lies in the attempt to investigate the mediated moderation impact of MRE and REL using a symmetric (PLS-SEM) approach.

The purpose of this paper is to investigate the determinants of Muslims’ attitude and intention towards Murabaha financing by considering religiosity as a moderator.

The data were collected through a survey of 373 Muslims in Afghanistan and were analysed using the partial least squares technique.

The results showed that social influence and religious obligation have a positive effect on attitude towards Murabaha financing. Furthermore, social influence and attitude have a positive effect on the intention to use Murabaha financing. Religiosity moderates negatively the impact of social influence on attitude towards Murabaha financing.

Managers and marketers of Islamic banks may benefit from the findings of this study, which provide insight into the factors that should be considered to promote Murabaha financing.

The findings contribute to the literature on Islamic financing products by demonstrating the drivers of attitude towards and intention to use Murabaha financing. The study also extends the literature by testing the moderating role of religiosity. Furthermore, the study extends the theory of reasoned action in the context of Islamic financing by introducing religious obligation as a potential driver of attitude and religiosity as a moderator.