Abstract
Using positivistic perspective, this paper seeks to investigate
the antecedents of general consumer attitude towards religious advertising
in Pakistan. We tried to check the impact of various aspects including
affection, hedonic pleasure, social image, product information, attitude as
an instrument and attitude as an institution on religious advertising. For
this purpose a research design based on regression analysis was used as it is
an appropriate way to test relationships between six predictor variables and
one predicted dependent variable. Online survey was used to investigate
the antecedents of the General Attitude towards Religious Advertising
(GARA). In total, 576 closed-ended questionnaires were filled from respondents. After analysis, the research shows that Attitude Institution (AI),
affection and social image are strong predictors of the GARA. However,
other variables like attitude instrument, product information and hedonic
pleasure are not significant predictors. Moreover social image and product
information have negative relation with GARA. As this study involved
students as a sample, not diverse as a group in terms of demographics,
the results cannot be generalized to the population. The findings of this
study serve as the guiding tool for marketing professionals especially for
top management. This study helps in adopting the appropriate appeal to
influence customers through religious advertising. This paper fills a gap in
the research as there were few studies done on the subject. This paper has
presented the ways to improve practices of religious advertising.
Ch. Umar Farooq, Irfan Raza, Muhammad Zia-ur-Rehman, Muhammad Waqas Bhatti. (2018) Antecedents of General Consumer Attitude Towards Religious Advertising in Pakistan, Journal of Islamic Business and Management, Volume 8, Issue 1.
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