Document Type : Research Article
Assistant professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran
Professor, Department of Management, Economics and Accounting, Payam-e-Noor University, Tehran, Iran
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.