Religious symbolism in Islamic financial service advertisements. Issue 2 (11th June 2018)

• Record Type: Journal Article
• Authors: Butt, Muhammad Mohsin; de-Run, Ernest Cyril; U-Din, Ammen; Mutum, Dilip
• Is Part Of: Journal of Islamic marketing. Volume 9:Issue 2(2018)
• Page Start: 384
• Page End: 401
• Publication Date: 2018-06-11
• Subjects: Advertisements and promotions to Muslims -- Islamic financial services marketing -- Religious symbolism -- Target and non-target groups -- Islamic religious appeals; Marketing -- Islamic countries -- Periodicals; Marketing -- Moral and ethical aspects -- Islamic countries -- Periodicals; 381.08829705
• DOI: 10.1108/JIMA-03-2017-0034
• Languages: English
• ISSNs: 1759-0833

Abstract

Abstract : Purpose: This paper aims to examine the impact of increasing the intensity of religious cues in financial service advertisements on target and non-target groups. Design/methodology/approach: To test the proposed hypotheses, a 2 (Religion: Muslims versus Non-Muslims) x 3 (Religious identity primes: Low versus Medium versus High) factorial design was used. Both target and non-target groups were randomly exposed to factitious advertisements of an Islamic bank embedded with low, medium and high intensity of religious cues. Findings: The results of this study indicate that within target group the manipulation did result into a more favourable attitudes towards the advertisement (Aad) and attitudes towards the brand (Ab) for the medium intensity advertisement; however, for high intensity advertisement, only Aad was more favourable compared to low intensity advertisement. Relatively strong evidence was found in case of non-target group negative reactions in term of Aad, Ab and purchase intention. The direct comparison between target and non-target groups suggest a general pattern of more positive response from target group as compared to non-target group. Practical implications: The findings of this study provide an important insight into the effectiveness of identity salience messages in financial service marketing. The study provide empirical evidence that intensifying the rhetoric beyond a certain point will generate negative results from both target and non-target respondents. Originality/value: The authors integrated the research on symbolism, social identity and target and non-target effects to analyse the attitudinal and behavioural differences between and within target and non-target groups of financial service advertisements with different intensity of religious cues.