Abstract
Emerging markets have received much attention from researchers recently, as these markets are going to be the next big consumer market and understanding consumer behavior is key to competitive advantage. Consumer behavior is shaped by factors such as culture, experience, personality, and religion. Despite realizing potential, religion has not been given due importance and the scarcity of empirical studies is evident in religious marketing. Religions are often represented by means of commonly used and accepted symbols, though these symbols are complex and sometimes create an issue of sacredness and appropriateness to be used. To understand the role of religious symbols, first it is important to identify the symbols which are considered religious by the consumers.This study is an attempt to identify symbols that are considered Islamic when shown in Video commercials and the value that consumers associated with these symbols. A mix method approach is taken for this study, first in-depth interviews and informal discussion were conducted with academic and industry professionals. Then, an elicitation survey was conducted to understand perception of students studying in universities situated in federal capital and provincial capitals of Pakistan. Experts provided more value-oriented responses with non-exaggerative, truth based and honest advertisement as the core of Islamic symbols. Responses from elicitation survey are presented as per frequency of occurrence and top ten symbols that are considered Islamic when shown in video commercial are identified. These symbols provide an opportunity for firms to understand which symbols have a more symbolic association with Islamic values and using these symbols may positively influence Muslim consumers‟ attitude and purchase behavior.
Muhammad Naeem Khan , Dr. Shakeel Iqbal Awan, Dr. Muhammad Ahmad . (2020) PERCEIVED ISLAMIC SYMBOLS IN VIDEO COMMERCIALS AN IDENTIFICATION EXERCISE FROM PAKISTAN, Epistemology: Journal of Islamic Studies, Volume 7, Volume 2.
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