Impact of Islamic Religiosity on Consumers’ Attitudes towards Islamic and Conventional ways of Advertisements, Attitude towards Brands and Purchase Intentions

Religious beliefs can shape the perception, behavior and reaction of a person towards marketing activities. This study aimed to examine the direct effect of Islamic religiosity on consumers’ attitude towards Islamic and Conventional advertisement in Pakistan. Moreover, the study has also examined serial mediating effects of consumers’ attitudes towards Islamic and conventional ways of advertisements and attitude towards brands between Islamic religiosity and their purchase intentions. Consumers’ attitude was explained through the theoretical lens of Value-Expressive theory of attitude. Experimental design was used to examine the relationships. Several statistical tools including Exploratory Factor Analysis (EFA) were used for screening and preparing the data for analysis. Structural Equation Modeling (SEM) with bootstrapping method for mediation was used to examine the mediation effects of consumers’ attitudes towards Islamic and conventional ways of advertisements and attitude towards brands. Results of the study showed positive relationship between Islamic religiosity and attitude towards Islamic way of advertisements and negative relationship between Islamic religiosity and conventional way of advertisements. Further results showed that attitude towards Islamic way of advertisement and attitude towards brands positively mediate the relationship between Islamic religiosity and purchase intention, while these relationships were negative for conventional way of advertisements.