University of Tehran Press Organizational Culture Management 2423-6942 14 1 2016 03 20 Examining the Relationship of Perceived Islamic Teachings with Ad Effectiveness Variables in Advertising of Consumer Pproducts Examining the Relationship of Perceived Islamic Teachings with Ad Effectiveness Variables in Advertising of Consumer Pproducts 181 201 56512 10.22059/jomc.2016.56512 FA Seyed Mahmoud Hosseini Amiri Assistant professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran Mirza Hassan Hosseini Professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran Ozhan Karimi Assistant professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran Zeinolabedin Rahmani Assistant professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran Journal Article 2015 01 26 The strategies of message attractiveness of Ad reflect the customers' responses and ad effectiveness which in turn, potentially increase the audiences' attitudes and purchase intentions. On the other hand, the holy Quran does not inhibit advertising and indeed ad should be applied in promoting Islamic teachings. In this research, applying perceived Islamic teachings in the content of ad message of consumer products and their effects on ad audiences is examined on the viewpoint of ad experts. A questionnaire is designed and distributed to 305 managers of ad agencies in all over the country by using a random systematic sampling. According to the results of structural education modeling, perceived Islamic teachings have positive and meaningful effect on positive emotions. Also perceived Islamic teachings also have indirect effect on purchase intention. Also attitude to ad has been considered as the most important mediator on the casual relations of exogenous and endogenous variables in the research structural equation modeling. <strong> </strong> <strong> </strong>   The strategies of message attractiveness of Ad reflect the customers' responses and ad effectiveness which in turn, potentially increase the audiences' attitudes and purchase intentions. On the other hand, the holy Quran does not inhibit advertising and indeed ad should be applied in promoting Islamic teachings. In this research, applying perceived Islamic teachings in the content of ad message of consumer products and their effects on ad audiences is examined on the viewpoint of ad experts. A questionnaire is designed and distributed to 305 managers of ad agencies in all over the country by using a random systematic sampling. According to the results of structural education modeling, perceived Islamic teachings have positive and meaningful effect on positive emotions. Also perceived Islamic teachings also have indirect effect on purchase intention. Also attitude to ad has been considered as the most important mediator on the casual relations of exogenous and endogenous variables in the research structural equation modeling. <strong> </strong> <strong> </strong>   https://jomc.ut.ac.ir/article_56512_a774fc5f5d39eb81cf975bebf698ab31.pdf