Organizational Culture Management

Organizational Culture Management

Examining the Relationship of Perceived Islamic Teachings with Ad Effectiveness Variables in Advertising of Consumer Pproducts

Document Type : Research Article

Authors
Seyed Mahmoud Hosseini Amiri 1
Mirza Hassan Hosseini 2
Ozhan Karimi 1
Zeinolabedin Rahmani 1
1 Assistant professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran
2 Professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran
10.22059/jomc.2016.56512
Abstract
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.
 
 
 
Keywords
Ad message effectiveness
Perceived Islamic teachings
Purchase intention
Subjects

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Organizational Culture Management
Volume 14, Issue 1
Spring 2016
Pages 181-201