EFFECT OF RELIGIOSITY ON MUSLIMS’ PERCEPTIONS OF ISLAMIC ADVERTISEMENT

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NASERI TAHERI ABBAS

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Journal: Culture-Communication Studies Year:2015 | Volume:16 | Issue:29 (61) Page(s): 35-50

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Title

EFFECT OF RELIGIOSITY ON MUSLIMS’ PERCEPTIONS OF ISLAMIC ADVERTISEMENT

Author(s)

NASERI TAHERI ABBAS | Issue Writer Certificate

Keywords

ISLAMIC SYMBOLQ2

HIJABQ2

RELIGIOSITYQ2

ADVERTISEMENT EVALUATIONQ2

Abstract

Islam has sets of laws, rules, values and norms that ritualistically and symbolically influence both attitude and behavior of Muslim consumers. Therefore Muslims degree of RELIGIOSITY should moderate their perceptions of advertisements which carry ISLAMIC SYMBOL. To test this moderating effect of RELIGIOSITY, this experimental study examined the Malaysian Muslims women attitude toward advertisement portraying spokesperson with ISLAMIC SYMBOL of HIJAB. A total of 120 UPM female undergraduate students participated in four groups of experiment. Participants in each group were exposed to four different advertisements. Three of these advertisements portray a spokesperson without HIJAB and one advertisement portrays a spokesperson with HIJAB. Findings revealed that ISLAMIC SYMBOL of HIJAB significantly influences advertising evaluative efficacy and degree of RELIGIOSITY positively moderates participants’ attitude toward advertisement, attitude toward brand, and purchase intention. Furthermore, the results revealed that this effect is not contingent upon or interlinked with the type of advertised product.

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APA: Copy

NASERI TAHERI, ABBAS. (2015). EFFECT OF RELIGIOSITY ON MUSLIMS’ PERCEPTIONS OF ISLAMIC ADVERTISEMENT. JOURNAL OF CULTURE-COMMUNICATION STUDIES, 16(29 (61)), 35-50. SID. https://sid.ir/paper/213594/en

Vancouver: Copy

NASERI TAHERI ABBAS. EFFECT OF RELIGIOSITY ON MUSLIMS’ PERCEPTIONS OF ISLAMIC ADVERTISEMENT. JOURNAL OF CULTURE-COMMUNICATION STUDIES[Internet]. 2015;16(29 (61)):35-50. Available from: https://sid.ir/paper/213594/en

IEEE: Copy

ABBAS NASERI TAHERI, “EFFECT OF RELIGIOSITY ON MUSLIMS’ PERCEPTIONS OF ISLAMIC ADVERTISEMENT,” JOURNAL OF CULTURE-COMMUNICATION STUDIES, vol. 16, no. 29 (61), pp. 35–50, 2015, [Online]. Available: https://sid.ir/paper/213594/en

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