Islamic brand slogan use: to what extent religiosity moderates purchase intention / Noraziah Mohd Amin and Shamshul Anaz Kassim

Mohd Amin, Noraziah and Kassim, Shamshul Anaz (2025) Islamic brand slogan use: to what extent religiosity moderates purchase intention / Noraziah Mohd Amin and Shamshul Anaz Kassim. ESTEEM Journal of Social Sciences and Humanities, 9 (1). pp. 88-98. ISSN 2600-7274

Abstract

The increasing use of Islamic marketing reflects the growing importance of the Muslim market globally. Thus, it is essential for companies to understand and respect the cultural and religious sensitivities of their customers. Realising this, the present study aims to investigate the impact of incorporating Islamic brand slogans on consumer purchase intention. Besides, with the increasing importance of religion in influencing consumer behaviour, this research also examines how much customers’ religiosity can moderate their purchase intention. To investigate this issue, quantitative data was collected from 122 marketing university students who were recruited to represent consumers in Malaysia using purposive and convenience sampling. The findings suggest that Islamic brand slogans have the potential to influence customers’ purchase intention with their religious personality as a moderator. Obviously, this study is another evidence of the imperativeness to integrate Islamic elements that appeal to Muslim consumers in product marketing and advertising. Hence, incorporating Islamic product identity into marketing strategies helps build trust and credibility among Muslim consumers, potentially leading to long-term customer loyalty and increased purchases.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Mohd Amin, Noraziah
noraziahm@uitm.edu.my
Kassim, Shamshul Anaz
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Basarudin, Noor Ashikin
UNSPECIFIED
Subjects: L Education > LG Individual institutions > Asia > Malaysia > Universiti Teknologi MARA > Pulau Pinang
L Education > LG Individual institutions > Asia > Malaysia > Universiti Teknologi MARA
Divisions: Universiti Teknologi MARA, Pulau Pinang > Permatang Pauh Campus
Journal or Publication Title: ESTEEM Journal of Social Sciences and Humanities
UiTM Journal Collections: UiTM Journals > ESTEEM Journal of Social Sciences and Humanities (EJSSH)
ISSN: 2600-7274
Volume: 9
Number: 1
Page Range: pp. 88-98
Keywords: Islamic brand slogan, religiosity, purchase intention
Date: April 2025
URI: https://ir.uitm.edu.my/id/eprint/115506
Edit Item
Edit Item

Download

[thumbnail of 115506.pdf] Text
115506.pdf

Download (363kB)

ID Number

115506

Indexing

Altmetric
PlumX
Dimensions

Statistic

Statistic details