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Islamic brand slogan use: To what extent religiosity moderates purchase intention

Noraziah Mohd Amin
Academy of Language Studies, Universiti Teknologi MARA, Cawangan Pulau Pinang, 13500 Permatang Pauh, Pulau Pinang, Malaysia

Shamshul Anaz Kassim
Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Perlis, 02600 Arau, Perlis, Malaysia

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.

Keywords:Islamic brand slogan, religiosity, purchase intention

DOI: https://doi.org/10.24191/ejssh.vXiX.XXXXX

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