The moderating role of religiosity on cause related advertising campaigns

Autor:	Faouzi Najjar, Abir Ben Mabrouk
Rok vydání:	2019
Předmět:	Antecedent (grammar) Religiosity Scholarship Advertising campaign media_common.quotation_subject Trait General Medicine Psychology Moderation Social psychology Altruism Consumer behaviour media_common
Zdroj:	International Journal of Islamic Marketing and Branding. 4:249
ISSN:	2055-0952 2055-0944
DOI:	10.1504/ijimb.2019.10029048
Popis:	The purpose of this article is to study the impacts of religiosity on consumer behaviour toward cause related campaigns in Tunisia. A quantitative study among 248 Tunisian citizens show that the effects of perceived altruism on purchase intentions of cause related products are stronger among consumers with a higher level of religiosity. Moreover, results show that religiosity has a moderating effect only on the antecedents of purchase intentions but not on the antecedent attitude towards the advertisement. The present article has important implications for both scholarship and practitioners. It offers a deeper understanding of the role of religiosity as a trait of Muslim consumers and its effects on their behaviour toward cause related campaigns.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a20d5bf88228183c8413e89a4d66a404 https://doi.org/10.1504/ijimb.2019.10029048 Zobrazit plný text záznamu