The constructs mediating religions' influence on buyers and consumers

Abstract

Purpose -There is limited conceptual and theoretical knowledge among marketers and practitioners regarding the measurement of religious influences in consumer market-place behaviours. The purpose of this paper is to review religious factors that appear to influence buyer and consumer behaviour in the light of findings from marketing and religious psychology. Design/methodology/approach -The paper utilises academic databases to search for marketing and religious psychology papers that deal with influences of religion and constructs that have been suggested to mediate them. Findings from religious psychology are utilised as the backbone for understanding religious influence. The paper also compares and groups terminologies and concepts used in marketing studies, suggesting a holistic view of religion and factors that may mediate religious influences on consumers' market-place behaviours. Findings -Five factors of religious influence have been identified. These are commitment, motivation, affiliation, knowledge about a religion and awareness of the social consequences of following a religion. The characteristics, importance and applications of these factors are discussed. Originality/value -The paper applies knowledge from the area of religious psychology to offer a holistic view in understanding factors that tend to mediate religious influences on consumer behaviours.

The Significant Contribution of Islamic Relationship Marketing Practice in Malaysian Takaful Industry Towards Determining Customer Gratitude, Trust, and Commitment

“…The ethical elements have become the prominent element in marketing approach where it may affect the sales performance of the marketers (Wotruba, 1990;Piercy & Lane, 2007;Nazlida & Mizerski, 2010;Arham, 2010;Fu et al, 2010). In addition, the marketers (Takaful agents in the context of this research) must sincere in addressing their customers' needs and prepare themselves with enough knowledge on Takaful and the financial sector besides enhancing their marketing skills (Nafik et al, 2012).…”

“…A review of past literature has revealed a large volume of research in marketing that indicate ethics as among the main issues in marketing and sales (Wotruba, 1990;Piercy & Lane, 2007). However, only a few of these researches have included religious elements in their domain (Nazlida & Mizerski, 2010). On that note, Arham (2010) suggests that Islamic teachings could be implemented in the current marketing conjecture.…”

“…From another perspective, religious aspect is found to be an important factor in acquiring customers' willingness to deal with the sales person (Nazlida & Mizerski, 2010). Basically, this relates to religious aspects that promote affiliation, commitment, motivation, knowledge, and social consequences, and is believed to influence customers' confidence with the sales person (Nazlida & Mizerski, 2010).…”

“…Basically, this relates to religious aspects that promote affiliation, commitment, motivation, knowledge, and social consequences, and is believed to influence customers' confidence with the sales person (Nazlida & Mizerski, 2010). In addition, Hassan et al (2008) have advocated that Islamic ethical behaviours play a significant role in the development and maintenance of the buyer-seller relationship.…”

Antecedents of General Consumer Attitude Towards Religious Advertising in Pakistan

“…Petrovici and Marinov (2007) reported that beliefs about advertising were significantly shaping global or GARA. Pollay and Mittal (1993) considered three kinds of advertising beliefs i.e., product information, image or social role and hedonic or sensory pleasure as strong predictor of attitude towards general advertising. Advertising has an entertainment value which makes a positive effect on the GARA.…”