Antecedents of general consumer attitude towards religious advertising in Pakistan
المؤلفون المشاركون
Umar Faruq, Ch.
Rida, Irfan
Rahman, Muhammad Zia Ur.
Bhatti, Muhammad Waqas
المصدر
Journal of Islamic Business and Management
العدد
المجلد 8، العدد 1 (30 يونيو/حزيران 2018)، ص ص. 156-170، 15ص.
الناشر
Riphah International University Riphah Centre of Islamic Business
تاريخ النشر
2018-06-30
دولة النشر
باكستان
عدد الصفحات
15
التخصصات الرئيسية
العلوم الاقتصادية والمالية وإدارة الأعمال
الملخص EN
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 re- spondents.
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.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Umar Faruq, Ch.& Rida, Irfan& Rahman, Muhammad Zia Ur.& Bhatti, Muhammad Waqas. 2018. Antecedents of general consumer attitude towards religious advertising in Pakistan. Journal of Islamic Business and Management،Vol. 8, no. 1, pp.156-170.
https://search.emarefa.net/detail/BIM-889061
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Umar Faruq, Ch.…[et al.]. Antecedents of general consumer attitude towards religious advertising in Pakistan. Journal of Islamic Business and Management Vol. 8, no. 1 (2018), pp.156-170.
https://search.emarefa.net/detail/BIM-889061
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Umar Faruq, Ch.& Rida, Irfan& Rahman, Muhammad Zia Ur.& Bhatti, Muhammad Waqas. Antecedents of general consumer attitude towards religious advertising in Pakistan. Journal of Islamic Business and Management. 2018. Vol. 8, no. 1, pp.156-170.
https://search.emarefa.net/detail/BIM-889061
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references : p. 168-170
رقم السجل
BIM-889061
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر