The influence of different advertisement messages and levels of religiosity on attitude and purchase intention

2020 ◽  
Vol 13 (2) ◽  
pp. 339-356
Author(s):  
Erol Ustaahmetoğlu
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Social Judgment ◽  
Theoretical Development ◽  
Significant Implication ◽  
Content Type ◽  
Social Judgment Theory ◽  
Purchasing Intention ◽  
Significant Difference ◽  
Practical Implications

Purpose Although religiosity and advertising messages have been extensively examined in the existing literature separately, studies which correlatively examine both these aspects are very limited. This paper aims to reveal the influence of the widely used religious messages on consumer attitudes and of purchase intentions on subjects with different levels of religiosity. Design/methodology/approach In this study, four different printed advertising messages with and without religious messages were developed for two different products. In this respect, the consumer attitudes toward advertisements and the degree to which purchase intention changed were measured. Findings The attitude and purchase intention toward the advertisements with religious messages was found to have a higher mean value compared to the advertisements without religious messages, and a statistically significant difference was found between the two. The highly religious participants’ attitudes and purchasing intention toward the advertisements with religious messages differed as compared to the participants with low levels of religiosity. Research limitations/implications Indeed, it was observed that the attitude toward different advertising messages and purchase intention differed regarding the level of religiosity. In the last section of the study, the influence of the level of religiosity on purchasing intention and consumer attitudes has been discussed with academic and practical results. Practical implications This study has also extended the practical implications of social judgment theory, which suggests that the further the consumers’ initial position to the new message the less is the acceptance of that message, and it contributes to its methodological and theoretical development. Whether a religious advertisement message is considered more or less acceptable depends on the level of religiosity and the positioning strategy adopted in the advertisement. In the present study, it is observed that as the level of religiosity increases, purchase intention and the attitude towards the advertisement with religious message increase in permissible(halal) goods. However, when prohibited (haram) services are considered, an increase in the subjects' level of religiosity brings about a decrease in the purchase intention and the attitude towards the advertisement with religious message. Therefore, this study validates social judgment theory. Social implications A significant implication for the marketing practitioners is that religiosity could be one of the criteria in segmenting market. A religiously prohibited product might gradually feel more irritating as the intensity of religious message increases in an advertisement. Thus, it is an important consideration for an organization offering faith-based products in mono-religious societies. Clearly, marketers need to be very careful when they use religious symbols in the secular marketplace, which raises the question – What factors underlie a positive response to religious message use in advertisement? Originality/value Religion was a taboo subject in society in the recent past; it has not been comprehensively investigated in marketing literature; moreover, it is evident that this situation continues to exist at present. It can, therefore, be said that the efforts to conceptualize religion’s influence on marketing and consumer behavior have been scarce.

An empirical study on non-Muslim’s packaged halal food manufacturers

2016 ◽  
Vol 7 (4) ◽  
pp. 441-460 ◽  
Author(s):  
Afshan Azam
Keyword(s):  
Purchase Intention ◽  
Muslim Community ◽  
Specific Product ◽  
Content Type ◽  
Product Categories ◽  
Lifestyle Choice ◽  
Consumer Purchase Intention ◽  
Halal Food ◽  
Packaged Food ◽  
Practical Implications

Purpose This study aims to investigate the determinant factors that consumers may consider in buying halal packaged food produced by non-Muslim manufacturers. Design/methodology/approach This paper develops a seven-constructs-based model. Halal awareness, Islamic brand and product ingredients are used as the pre-determined factors for measuring consumer’s purchase intention. Findings The hypotheses which were tested using partial least squares have revealed that halal awareness and product ingredients have significantly influenced Muslims’ intention to buy halal packaged food that are produced by non-Muslim manufacturers. The findings show that the religious belief, exposure and certification/logo are potential sources of Muslim awareness about halal packaged food from non-Muslim manufacturers. Research limitations/implications This research is also not exempted from its limitations. The data collected for the current study investigate general purchase toward halal products. It would be interesting if future researchers examine consumers’ purchase intention toward specific halal products for specific product categories. A comparative study is also worthy of being steered, as such a study is beneficial for producers and marketers of the halal industry. Practical implications As an overall implication, this study will provide a valuable and important information for non-Muslim halal packaged food manufacturers in identifying the appropriate strategy to fulfill the needs and wants of Muslim consumers at best. It is sufficed to suggest that the Muslim community has adopted halal food from non-Islamic brands as part of their lifestyle choice. Clearly, this gives implications to non-Muslim halal food producers. Thus, it is critical for food manufacturers to increase the level of awareness toward halal products by providing sufficient and interesting information, especially on halal certification. Hence, the manufacturer must take the opportunity to do intensive promotion to encourage more consumers to purchase their products. Originality/value This paper examines consumer purchase intention toward non-Muslim packed food manufactures in Saudi Arabia. It is critical for non-Muslim packed halal food manufacturers to increase the level of awareness toward halal products by providing sufficient and interesting information, especially on halal certification.

Increasing consumer identification with a service company: key influencing factors

2016 ◽  
Vol 32 (11) ◽  
pp. 19-21
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Marketing Manager ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Pertinent Information ◽  
Meaningful Relationships ◽  
Company Identification ◽  
Positive Word Of Mouth ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Creating and strengthening meaningful relationships with the firm’s customers should be a top priority for any marketing manager. Greater positivity toward the organization and increased loyalty are among the rewards attainable for those willing to expend the effort. The magnitude of the issue has lead to growing attention on consumer-company identification. Core to this construct is the notion that people consider themselves to be psychologically connected to a particular firm. This perception of belongingness often leads to deeper relations and higher levels of commitment reflected in such as willingness to act as an advocate for the firm and spread positive word-of-mouth, lower vulnerability to negative information about the company, increased purchase intention and higher levels of both attitudinal and behavioral loyalty. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Imperfect produce: retailer actions and service outcomes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Atmadeep Mukherjee ◽  
Amaradri Mukherjee ◽  
Pramod Iyer
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Well Being ◽  
Societal Implications ◽  
Negative Effects ◽  
Content Type ◽  
Service Outcomes ◽  
Patronage Intention ◽  
Practical Implications

Purpose Food waste is a big problem where millions of pounds of produce are discarded every year because they are imperfect or unattractive. Despite the societal implications of selling unattractive produce, limited research has been directed toward understanding the effect of imperfect produce on consumers’ evaluations of the produce and retailer outcomes. This paper aims to investigate why consumers tend to discard imperfect produce and how retailer interventions (i.e. anthropomorphized signage and packaging) can alleviate these negative effects. Design/methodology/approach Three experiments were conducted to examine the postulations. Study 1 highlights the role of consumers’ embarrassment in the purchase decision of imperfect produce and retailer patronage intention. Studies 2 and 3 provide managerially relevant boundary conditions of anthropomorphic signage and opaque packaging. Findings Convergent results across three studies (n = 882) indicate that imperfect produce increases purchase embarrassment and reduces purchase intention and retailer patronage intention. Retailer interventions (i.e. anthropomorphic signage and opaque packaging) can allay this feeling of embarrassment and lead to an increased retailer patronage intention and higher service satisfaction. Practical implications This research provides guidance to retailers for effectively promoting imperfect produce. Social implications Retailers’ actions can benefit the well-being of farmers, suppliers, customers and the overall environment. Originality/value This research adds to the literature on unattractive produce by identifying new moderators, namely, anthropomorphic signages and opaque packaging. The research also shows that purchase embarrassment is a key process mechanism.

Flexibility decision pathways in the management of uncertainty in property development: experience from an emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Timothy Oluwafemi Ayodele ◽  
Abel Olaleye
Keyword(s):  
Emerging Market ◽  
Survey Method ◽  
Property Development ◽  
Content Type ◽  
Significant Difference ◽  
Development Experience ◽  
High Level ◽  
Stratified Analysis ◽  
Management Of Uncertainty ◽  
Practical Implications

Purpose This paper aims to investigate the flexible decision pathways adopted by development advisors in the management of uncertainty in property development. Specifically, the study examines the quantitative techniques adopted by development advisors, the level of adoption of real options analysis (ROA) vis-à-vis the level of adoption of heuristics. Finally, the types of options exercised in property development were analysed. This was with a view to providing information that could mitigate the challenges of risk and uncertainty and increasing investment failure associated with property development in Nigeria, an emerging market. Design/methodology/approach The study adopted a survey method and was conducted on development advisors in property development companies/estate surveying and valuation firms in Nigeria. A total of 195 development advisors participated in the survey. The respondents were required to rate, on a five-point Likert scale, the level of adoption of the quantitative models, heuristics and the types of flexibility exercised during development. The data were analysed using mean rating, one-sample t-test and analysis of variance. Findings The results revealed that there was a preference for the use of traditional techniques, while probabilistic appraisal models and other contemporary methods such as ROA are seldom adopted by development advisors. While there was a significantly high level of adoption of heuristics, the stratified analysis examining the profile of the respondents and the level of adoption of ROA and heuristics suggests that years of experience influenced the level of adoption of both the ROA and heuristics by the development advisors. The analysis of the types of flexibility showed that staging/phasing and changing the initial use/design were the most prevalent flexibility pathways adopted during the development. However, the study found that there was no significant difference concerning the choice of flexibility being adopted by development advisors who used ROA and those who did not. Practical implications The study provides an understanding of the decision pathways adopted by development advisors in an emerging market like Nigeria. Originality/value The paper contributes to studies on decision-making pathways in the management of uncertainty under dynamic conditions by development advisors in emerging markets.

Influence of SMS Advertising on Consumer Behavioral Intention

2015 ◽  
Vol 27 (4) ◽  
pp. 25-42 ◽  
Author(s):  
Hongyan Lin ◽  
Zhankui Chen
Keyword(s):  
Behavioral Intention ◽  
Purchase Intention ◽  
Consumer Attitudes ◽  
Subjective Norms ◽  
Mobile Marketing ◽  
Intention To Use ◽  
Mobile Advertising ◽  
Perceived Behavior Control ◽  
The Relationship ◽  
Practical Implications

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.

scholarly journals THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

2021 ◽  
Author(s):  
SONG-SONG ZHAO
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Purchasing Intention ◽  
Development Direction ◽  
Contextual Advertising ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

Celebrity transgression and consumers’ forgiveness: does religiosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anwar Sadat Shimul ◽  
Matthew Barber ◽  
Mohammad Ishmam Abedin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Equation Modelling ◽  
Before And After ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

Mediating role of attitude in halal cosmetics purchase intention: an ELM perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anubha  
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Final Analysis ◽  
Mediation Effect ◽  
Content Type ◽  
Purchasing Intention ◽  
Likelihood Model ◽  
New Perspective

Purpose The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM). Design/methodology/approach The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping. Findings The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant. Research limitations/implications This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature. Practical implications The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably. Originality/value With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

Examining attitudes on pay for low level workers: do consumers care?

2019 ◽  
Vol 36 (1) ◽  
pp. 136-145 ◽  
Author(s):  
Nora Moran
Keyword(s):  
Design Methodology ◽  
Public Support ◽  
Consumer Attitudes ◽  
Well Being ◽  
Firm Reputation ◽  
Content Type ◽  
Low Level ◽  
Positive Attitudes ◽  
Corporate Social ◽  
Practical Implications

Purpose This paper examines whether decisions to improve pay for low-level employees lead to more positive attitudes toward firms, depending on firm’s service reputation. Design/methodology Four experiments examine whether information on compensation decisions for employees affects consumer attitudes toward firms. Findings Results show attitudes toward firms providing raises are more positive when firms are known for high quality (vs average) service. This occurs because individuals use information about firm reputation as a cue to make inferences about employees, and fairness of firm pay procedures. Moderators are introduced to show how these effects can be altered. Research limitations/implications Drawing from research on the representativeness bias, this work extends theories on justice and equity and contributes to the literature on corporate social responsibility. Practical implications This research provides firms with insight on how to promote their efforts to improve employees’ financial welfare. Social implications Findings provide guidance on how to increase public support of initiatives to improve financial well-being for low-wage workers. Originality/value This research is the first to examine how specific firm factors affect reception of initiatives to improve employee financial welfare and to delineate the process.

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