Capitalizing on Faith: A Cross-Cultural Examination of Consumer Responses to the Use of Religious Symbols in Advertising

The effect of religiosity on customer's response to service failure: Belief‐in‐fate, forgiveness, and emotional wellbeing

“…Consistent with the theory of reasoned action, the consumer behavior literature supports the notion that religion has a significant impact on various consumers' attitudes and behaviors, including attitudes towards advertisements with religious symbols (Kalliny et al, 2020); willingness to vote for environmental policies (Johnson et al, 2017), materialistic consumption (La Barbera and Gurhan, 1997), food waste (Minton et al, 2022), and financial decision‐making (Sarofim et al, 2020).…”

Who Cares More About the Environment, Those with an Intrinsic, an Extrinsic, a Quest, or an Atheistic Religious Orientation?: Investigating the Effect of Religious Ad Appeals on Attitudes Toward the Environment

“…Belonging to particular groups inevitably shapes people’s responses to various circumstances (Yasseldyk et al, 2010 ). For example, in the marketing and advertising literature, SIT offers a helpful theoretical lens for examining consumer responses to firms’ advertising and branding efforts (Bhattacharya & Sen, 2003 ; Escalas & Bettman, 2005 ; Kalliny et al, 2019 ; Thompson & Sinha, 2008 ). Furthermore, recent advancements suggest that SIT is particularly fruitful in investigating consumers’ environmental attitudes and behavior (Fielding & Hornsey, 2016 ).…”

“…Although some studies show negative feedback and skepticism (Dotson & Hyatt, 2000 ; Taylor et al, 2010 ), other studies show a positive attitude toward religious cues in advertising (Agarwaala et al, 2021 ; Muralidharan & La Ferle, 2018 ; van Esch et al, 2014a , 2014b ). Therefore, companies adopt these practices to signal religious values to consumers (Kadić-Maglajlić et al, 2017 ; Kalliny et al, 2019 ). For example, Forever 21 and In-N-Out Burger used religious cues in their promotional efforts, such as imprinting “John 3:16,” a famous biblical verse, on shopping bags.…”

“…Furthermore, research has shown that religion plays an essential role in understanding attitudes and behavior, specifically toward the environment (Carlisle & Clark, 2018 ). For individuals with high religious commitment (religiosity), doctrine or religious teaching provides guidance and direction for many aspects of their lives, impacting their behavior significantly (Kalliny et al, 2019 ). The followers of each religion differ in the degree to which they support or protect the environment.…”

Islamic Symbols in Personal Care Products and Muslim Consumers’ Purchase Intention: Effects of Perceived Religious Symbolic Value, Religiosity, and Attitude towards the Products with Islamic Symbols

“…Earlier studies focused on the use of religious cues or Islamic symbols in advertising (Kalliny, 2020;Zehra and Minton, 2020;Butt, 2018;Hasan et al, 2016;Naseri and Tamam, 2012;Henley et al, 2009), or food packaging (Bakar et al, 2013;Akbari, Gholizadeh and Zomorrodi, 2018;Hussin, Yusoff and Yusof, 2015) and its impact on Muslim consumer"s responses. Besides, some other studies focused on halal product or halal brand purchase intentions of Muslim consumers (Khan, Sarwar and Tan, 2020;Haque et al, 2018;Haro, 2018;Varinli et al, 2016;Yunus et al, 2014;Mukhtar and Butt, 2012;Aziz and Chok, 2013;Shaari and Arifin, 2009), or effects of halal sign and symptoms on purchase intention (Ghadikolaei, 2016;Bashir, 2019); while others focused on Islamic branding (Bukhari and Isa, 2019;Polas, Jahanshahi and Rahman, 2018;Malik and Khan, 2016;Yusof and Jusoh, 2014;Alserhan, 2010;Maamoun, 2016) or Islamic brand purchase intention (Kusumawardhini, Hati and Daryanti, 2016).…”