Chapter 1: Introduction

Background:

Islam is one of the most growing religious in the world. According to Catherine and Petraeus

(1996), the developing faith of today is the Islam, as the Citizen of Globe Guide says: a

global approach. The same book also says that Islam is responsible for 17.1% of the world's

population behind Christianity. According to the 2009 Pew report, about 1.57 billion

Muslims live in 200 states around the globe. According to Temporal (2011), these data are

expected to increase in the future. The population of Muslims is likely to double the rate of

individuals from other religious population in the world by the next twenty years (Temporal,

2011).

That is why companies that want to market their products must be Understanding and

appreciating exclusive wants of the Muslim population before entering the marketplaces of

some states, specifically when the bulk of the inhabitants are Muslim, such as Egypt,

Kingdom of Saudi Arabia, Indonesia, Malaysia, United Arab Emirates etc. It is important for

marketing department to recognize the part of understanding religion in the market,

especially in advertising activities, because faith is important for values and beliefs of a

community (Cornwell et al., 2005). Fam et al (2004) noted that religion plays a significant

part for customers by influencing the way customers use certain goods and services. Firms

which do not that hurt consumers because they do not understand the sensitivity of religion.

Fresh researches by Ogilvy and Mather Worldwide have shaped a distinctive exercise called

"Ogilvy Noor", with results from the four predominantly Muslim marketplaces: Kingdom of

Saudi Arabia, Malaysia, Egypt and Islamic republic of Pakistan. In this study, Muslim
customers are divided into two large sets, old-fashioned and open-minded. The two large sets

are integrated into six different parts that represent the explanation of the part of belief. One

of the large archives of sets is 'traditional', that best fits the values of acceptance and

sympathy of Sharia, and another set is 'broad-minded', based on the fact that they mainly

represent the young individual. generation and individualists.

Accepting the Islamic marketplace is not just about inserting signs or showing login data.

Focusing on religion and focusing on Muslims benefits marketers or advertisers who take

risks for Muslim markets by communicating a good understanding of Muslim values (Rice &

Moussawi, 2002).

In this context, it is not necessary to consider the need to develop further studies to

understand the impact of Islam on marketing strategies. This is important for states like

Malaysia, where Muslims are the greater in numbers and account for 60.4% of the

inhabitants. (Aziz and Vui, 2012). That is why the part of international firms in today's

world-wide economy is increasing and they have to assess the dynamics from an Islamic

point of view and good understanding of the mood of Muslim users (Said, Ahmed and

Mukhtar, 2001).,

Statement of the Research:

This study will examine the use of Islamic symbols in TV advertisement and its effect on

consumer’s attitude.

Purpose of the Research:

As the world becomes a global village, every country is connected through trade and

commerce. The competition between companies is growing every day. Companies are

making more efforts to promote their product more effectively. Muslims are the fastest

growing people in the world, and companies that focus on Muslim consumers benefit from it.

The purpose of this study would therefore be to propose the efficacy of Islamic symbols in

television commercials and how Islamic symbols can influence consumer attitudes

Scope of the Research:

The scope of this research focuses mainly on the influence of Islamic symbols on television

advertising in relation to one variable attitudes. Although other factors may apply, this

research focuses only on participation and trust in the discussion about the influence of

Islamic representatives on consumer attitudes and shopping goals. This research also

emphasizes on the logos/signs of Islam and not on the religion itself. Even though the

symbolic and spiritual aspects of Islam are interrelated, the study aims to investigate the

influence of Islamic symbols on television advertising.

Definition of concept:

 Attitude: This study is a long-term personal assessment of Islamic TV advertising.

The personal assessment is positive or negative. Individual changes in the

employment of television commercials using Islamic symbols will lead to changes in

personal buying intentions.

Research Objective:

 General research objective

This study aims to determine the effectiveness of Islamic symbols in advertising on the

attitude of consumers.

 Specific research objective

Determining the effectiveness of Islamic symbols used in advertisements

to convince the attitude of a consumer towards advertising.

Research Questions:

This research aims to respond to the subsequent study queries:

 In what way does TV commercials with Islamic signs have emotional impact on the

viewer?

 In what way TV commercials using Islamic signs effects public confidence

 In what way promoting with Islamic signs affects public participation in advertising

 How Islamic promotion influences the viewers' buying desire for products

Significance of the Research:

This study would help marketers better understand how to promote in the Islamic community

what Muslim communities do and forbid. This study would allow the marketer to know

which symbols should be used in advertising and packaging. The extent to which advertising

with Islamic symbols is used and the results of the use of Islamic symbols in advertising.

Marketers may decide to use Islamic symbols in advertising or use other advertising

Research Hypothesis:

H0: There is a no relation between advertisements having Islamic symbols or advertisements

having Islamic symbols on consumer's attitude towards advertising.

H1: There is a positive relation between advertisements having Islamic symbols or

advertisements having Islamic symbols on consumer's attitude towards advertising.

Limitations:

The number of respondents participating in the research is too small and represents only

students who are using social media and watch TV regularly.

The promotional material used is limited to television, while other media such as radio and

print media, such as newspapers, magazines, posters, etc. are available.

 Chapter 2: Literature Review

It is broadly recognized fact that attitudes and behaviours of individuals are greatly

influenced by religious believe. Symbols characterize an idea, perception. Using religious

symbols in TV advertisements can help in increases customer loyalty but it can also ruin your

clients if the symbols does not represent or offend religious teachings. Marketers use

religious symbols in advertisements to grab the attention of individuals for whom religion is

basic element of their life. Islam is said to be the fastest spreading faith worldwide. Nearly 60

percent Muslim population lives inside Asia (O’Neil, 2010).

Symbols:

The study of symbols known as Semiotics, generated to observe how people perceive

meaning with symbols. Symbols may include words, motions, image, products and acronyms

that an individual use to transfer information to others. Boulding, (1956) claims that it can

distinguish individuals from one another on basis of his astonishing ability in use of symbols.

Study of symbols dates back before Socrates Mick, (1986). The study of symbols is important

because one realizes how human being reacts to symbols. Symbol plays a key part in the

private and societal life of an individual. Symbols may have face and veiled value. The veiled

values carry great deal of feelings and emotions Gibbon, (1998). According to Naseri &

Tamam (2012) stated that symbols acts as a tool which will jog memory of customers of their
traditional beliefs and associations. Definite symbols that are adjacent to their values may

affect consumers. Using symbols in an advertisement will unintentionally inspire the

processing of information, which generates a positive emotion.

Religion:

Koenig, McCllough, and Larson, (2001) explains religion by means of an arranged system

of principles, practices, holy orders, and symbols that defines a divine personality to an

individual and escorts an individual in a civilization. Weaver & Agle, (2002) claims that

religiosity is known to have an affect both on human behaviour and on attitudes. They

believed that behaviour influenced by spiritual self-identity, which has formed by

globalization of role anticipations obtainable by religion. Assadi, (2003) states that religions

around the world has believed to contain set of rules and regulations that affect consumer

behaviour from eating to sleeping. Religion has an important part in our daily life and

determining human activities, awareness and approaches Arnold et al, (2004). Moreover,

Mokhlis, (2009) explains religion as one of the most complete and active social activities that

greatly influences the attitudes, values, and people's behaviour at both individual and

community levels. He also stated that religion is a private matter. De Run et al., (2010) refers

religion as an organization that affects people attitudes, values and behaviours at personal and

at community levels.

There are four main religions in this world Buddhism, Christianity, Islam, Hinduism. Most of

the world follow these four religions. Attitude of individuals belonging to different religion

may be different; a product or TV advertisement may offend individuals from one religion
while individuals from other religions find it less offending. According to study from Fame

Et Al., (2004) Behaviour of individuals from different religions is differently observed

toward product and TV advertisement regarding sex and gender, political, cultural and health

care. Moreover, the study also found out that Muslims who are more devoted to religion

found it more offensive then individuals who are less devoted to religion sex and gender, in

related products more offensive then individuals from other religions. Gibbs and his

colleagues (2007) questioned 530 Christian and Muslim academia pupils of Cyprus to know

the amount of offensiveness in regards to various goods. A noteworthy alteration in offense

occurred among Christian and Muslim defendants with respect to liquor, fags, masculine

undergarment, and drug Religious values in advertisement is also important in changing

consumer behaviours.

According to karande & Al-olayan, (2000) there has been a lot of difference between Arab

and Muslim world advertisements then U.S and Europe advertisements in representing

women. In Arabic world, they allowed women to show only their faces and hands. Within

Arab countries, there is also a major difference between them as explained by (Kalliny and

Gentry, 2007) in which Lebanon and Egypt establish to portray females whom were outfitted

less modestly than United Arab Emirates and Kingdom of Saudi Arabia. Hentley et al, (2009)

examined the effects of advertisement with relevant and irrelevant Christian symbols.

Advertisement with relevant Christian symbols produced positive attitude toward product

while advertisement with irrelevant Christian symbols produced negative attitude toward

product.

Religiosity:

Religiosity maybe defined as the level of commitment and faithfulness to religious beliefs.

The religiosity of consumers is also an important factor in determining marketing strategies

specially while advertising (Froehle, 1994). Wilkes et al., (1986) described that there is direct

relationship among religiosity and consumption choices regardless of age, sexual

characteristics or salary. According to Nazlida & Mizersski, (2010) most of the researches

has conducted on religiosity and the effect of it toward consumer’s behaviour. Mohd, Hisham

and Alam, (2011) explained that level of religion in an individual as a determinant in a

Muslims consumers purchase behaviour with those who rank high are more inclined to get by

using religion as a source in making decision of which brand to buy. Furthermore, Marketers

advertising a product with religious cues or symbols in religious and secular market will have

different outcomes. Taylor et al., (2010) inspected customer’s responses of Christian symbol

of “Ichthus” in two different markets. Customers showed varied responses some of them

considered it sacred while some them show no sign of affiliation to the symbol in secular

market, these responses were based on the religiosity level, while in religious market

customer’s response to the product was positive which in return increase the consumer

purchase intentions.

Attitude:

Attitudes are one of the most important internal factors that influences customer decision-

making process. The attitude is the psychological tendency expressed by judging a certain

subject with a degree of favour or dissatisfaction Eagly & Chaiken, (1993). Another similar

explanation of Schifmann and Kunick's attitude (2000) is "a scientific inclination to behave in

a constantly favourable or unfavourable manner with respect to a specific subject." "Object,"

as mentioned here, is a very comprehensive term which includes all those things that can be

bought and consumed. Objects include goods, product types, brands, services, possessions,

product use, causes or issues, people, and advertisements.

Attitudes have a strong impact on people's opinion of the subject and consequently influence

behaviour (Fazio, 1986). Institutions are defined as psychological magnitudes that control an

individual's reaction to the stimulus. Assessing attitudes is challenging because attitudes often

do not develop intentionally, and people from time to time do not recognize that they have a

certain impression for an object. This give the impression which refers to attitudes towards

religion, because when customers are questioned how they think about their religion, their

answers are often ambiguous and irrelevant, leading to difficulties in the attitude of a

customer towards religions (Udell, 1965).

One of the most significant features of attitudes is that they are taught (Shirgley et al., 1988).

In the perspective of marketing, highly sophisticated attitudes relate to purchasing activities,

actual know-how and manufactured goods testing. Attitudes are expressed by the mass media

and by advertising agencies, such as direct marketing or the Internet, and advertising by other

people who have tried the product. There is a direct association between attitudes and

behaviour. Attitudes can refer to or lead to behaviour, but these situations are not identical.

Behaviour reveals both positive and negative assessments and activities contrary to the

subject. Attitudes have an encouraging factor as well because they can lead the consumer to a

certain actions or obstruct or slow-down certain behaviours (Fazio, 1986, Schiffman and

Kanuk, 2000).

Advertisement:

Advertisement is a medium through which one can communicate to masses and influence

them to buy their product. Every company or organization has its own set of goals while

creating an ad or advertising and achieving those goals. Lot of researchers has researched

customer’s attitude toward advertisement. Religion is one of determinant that might affect the

attitude of the consumer towards the product. There is little study directed on the association
between religions, particularly Islam concerning advertisement. Religion is said to be the

most influential mediator in decrypting the advertising messages.

According to a research by Keenan & shore (2000), 70% of Muslims in Saudi Arabia

considered advertisement as a menace to their society. Nevertheless, the Quran does not deny

information about the sponsorship of goods, services and beliefs. Rice, Al-mosawi, (2002).

The role of multinational corporations in today's economy is growing and it is important to

understand the dynamics of Islam and understand the mentality of Islamic consumers.

Muslims reflects Islam to be thorough code of life. One thing that makes Muslims different

from individuals of other religions is that religion has an enormous role in the daily life of a

Muslim Rice & Al-Mossawi, (2002). Shari ’a, gives us complete guidelines about how to

spend our daily life, our behaviours, also about governing, marketing and doing business

Luqman et al, (1989). Rice & Al-Mossawi, (2002) described Islamic beliefs and their effect

on advertisement. Some of them are reality, trustworthiness, good manners, and group and

communal duties. Muslims should not tell a lie, and they should not hide any information

from another person while doing trade and financial matters. Therefore, they determined that

Muslims would disgust advertisements with wrong and larger-than-life messages in them.

Islam has rules and regulations defined as halal and haram behaviours. This allows Muslims

to know about behaviours that is allowed in Islam and behaviours that has not been allowed

in Islam like gambling, nudity, pork meat, eating haram food, worshiping idols chachua et al,

(2010). The usage of halal badges and certification is the way marketing department can

notify consumer’s especially Muslim customers that this product is halal Abdul Aziz & Vui,

(2012). Advertisement that shows nudity and other haram behaviours Muslims find it

offensive Mitchell & Al-Mossawi, (1995).

Some marketers used Quranic verses in advertisements to create a positive image among

Muslim consumers. Such words are Bismillah or Allah o Akbar Rice & Al-Mossawi, (2002).

Luqman al et, (1989) gave an example of water pump firm that used verses from Quran. “We

created everything from water”. Honey producer in Saudi Arabia asked question from the

customers that exactly how much honey bees have been talk about in the Holy Quran. All

these findings specify that use of Islamic symbols in TV advertisement are important because

if one uses Islamic symbols to good effect one can profit from it in the same way if

companies advertise products that hurt Muslim beliefs can result in boycotting the product

ultimately leading the company to loss.

In 1996, Nike athletic shoemaker released a pair of shoes with the badge on the sole, Muslims

alleged that logo looks like term ALLAH printed in Arabic. Because of this, Nike recall

800,000 shoes internationally whether the logo was created deliberately or not Nike learned a

noteworthy experience while dealing with Muslims customers Independent newspaper,

(1996). Likewise, products with no halal-haram authorizations also generates destructive

attitude towards that organization.

In most countries Islamic teachings has great influence on advertisement rules and

regulations. In Malaysia, the advertising rules and regulations are influenced by Islamic

Beliefs De run, (2010). The Islamic faith of covering private parts for women and portraying

women as sex symbols are not allowed in Islam Wah, (2006). Hijab for Muslims is an

important Islamic symbol it reminds Muslims of their religion and their laws and orders. This

shows that religious affiliation plays an important role in creating Muslims attitude toward

advertisement. Hijab for Muslims is as important as cross for Christian and Cow or monkey

for Hindus Zwick & Chelariu, (2006). Hijab is one of the most important Islamic symbol.
The understanding of the Muslim market is not limited to symbols, revealing Halal, licences

for Halal. Unilever used a different method to learn more about the desires and needs of

Muslim clients, with which they examined the condition of Muslim women wearing hijab. It

turned out that her scalp is greasy, so Unilever is preparing a conditioner for those women

who wear hijab. They also used women who wore hijab in their TV commercials, which

meant a positive attitude towards Unilever among Muslim consumers. Moreover, other

corporations like Nike are also coming forward in this race by launching their “Nike Pro

Hijab” on CNN. The source said that Nike spent 13 months in designing this “Nike Pro

Hijab”. Their advertisement shows women athletes from different Arab countries and it will

launch in the spring of 2018. Similarly, corporations like Unilever, Beiersdorf and L’Oréal

have produced halal certified cosmetic and toiletries products. Empowering them, the access

of new revenue generating opportunities. According to Deloitte Tohmatsu, consulting Halal

cosmetics are expected to make 11% of world-wide halal marketplace values more than 1

trillion in 2015. TechNavio, a marketing exploration company realizes halal goods sales on

the rise at 14% per year until 2019 Geller & Fabi (2016, September 6)

Research Gap:

This research literature emphasizes the importance of the use of Islamic symbols in television

commercials, and also emphasizes consumer attitudes toward advertisements using Islamic

symbols.

Hence summing up the literature above, this study is an attempt to diagnose the effect of

Religious advertisement or advertisements using related Islamic symbols on the consumer

attitude.
 Chapter 3: Research Methodology

The next chapter consists of the core elements of research. Gather information and fill out the

answer to the research question. The chapter discusses the population, sample size, sampling

method used, data collection method, data and questionnaire validation method, and the level

of comprehension of the questionnaire.

Research Design:

This part of the research shows the strategies that must be followed to solve the problem in

the research. Methods and technique to follow, for the collection and analysis of variables.

Population size:

The population selected for this study was the university students in Peshawar. Mostly data

was collected from those people who are using social media and watches TV regularly. After

that, the result of the survey is assumed for the people of Peshawar.

Sample size:

In total, 100 people were selected for the sample size. Data was collected using a

questionnaire of each individual at different time intervals. Data was collected from both men

and women gender.

Sampling technique:

The method used for this research is the Probability sampling method, it was used because it

is quantitative research and under probability sampling, simple random sampling technique

was used for data collection.

Statistical tool:

The tests performed for this research were performed using statistical software called SPSS.

It is specialized software designed for statistical testing only.

Instrument for data collection:

The date required for this research was more focused on primary data. As a result, a self-

generated questionnaire was created for this survey and the data was collected using a

questionnaire.

Reliability of the instrument (Pilot study):

A pilot study of this research was carried out to verify the reliability and authenticity of the

data collection tool (questionnaire). The questionnaire was first distributed to 20 people in

order to see how difficult it was to understand the questionnaire. Moreover, the questionnaire

itself was too easy to understand that at the time of data collection, people did not find any

difficulty or unrest in filling the questionnaire.

Reliability of the instrument:

For Advertisements using Islamic symbols:

Table 1:Reliability Statistics

 Cronbach's N of Items
Alpha

.779 4

For consumer’s attitude

Table 2:Reliability Statistics

Cronbach's N of Items
Alpha

.826 5

The above two tables show the dependability and legitimacy of the questionnaire. The

Cronbach’s alpha is near or higher than 0.7 which means that instrument for data collection is

reliable i.e. questionnaire.

Theoretical framework:

Advertisement with
Consumer attitude
Islamic symbols
 Chapter 4: Results of the study

After the data gathering process through questionnaire. Data was entered in software called

SPSS, a statistical test called linear regression was conducted on the data entered in SPSS. To

know the effect of advertisement with Islamic symbols on consumer attitude. Moreover,

linear regression was used for this research because in this research the independent variable

(Advertisement with Islamic symbols) was used to predict the value of dependent variable

(Consumer Attitude).

Gender:

The proportion of males is higher than females. 65 individuals in this research were males

and 35 were female. The proportion of male respondents is higher than female because

mostly the data collection was done from male respondents because of our cultural values

collecting data from male respondents is easier as compared to female respondents.

Table 1: Table Gender

Frequency Percent Valid Percent Cumulative

Percent

MALE 65 65.0 65.0 65.0

Valid FEMALE 35 35.0 35.0 100.0

Total 100 100.0 100.0

Age:

The table below shows individuals from different group of age, the data has been collected

from. A total of 6 individuals were having age between 15 to 20 years. Most of individuals

were between age of 20-25 years, 92 individuals because our population size consist of youth

who were regularly using social media and watching TV. Only 2 individuals were between

25-30 years of age.

Table 2: Age
Frequency Percent Valid Percent Cumulative

Percent
15-20 6 6.0 6.0 6.0
20-25 92 92.0 92.0 98.0
Valid
25-30 2 2.0 2.0 100.0
Total 100 100.0 100.0

Qualification:

The qualification level of the respondents varies to different levels. The higher number of

respondents were from the undergraduate level i.e. 70 individuals. While 16 respondents

were from graduate level and 14 respondents were from the level of MS/M.Phil.

Table 3: Qualification
 Frequency Percent Valid Percent Cumulative
Percent

UNDERGRADUATE 70 70.0 70.0 70.0

GRADUATE 16 16.0 16.0 86.0

Valid
MS/MPhil 14 14.0 14.0 100.0

Total 100 100.0 100.0

Table 4: ANOVAa

Model Sum of Squares Df Mean Square F Sig.

Regression 145.608 1 145.608 26.526 .000b

1 Residual 537.950 98 5.489

Total 683.558 99

a. Dependent Variable: varCA

b. Predictors: (Constant), varADIS

This table predicts or report how well the regression equation fit the data. Other than that in
this table it shows that the regression model forecasts the dependent variable significantly
well. As significance is equal to 0.001 which is less than 0.05 which means significantly well.
Also it shows that P-value is less than 0.05, which means that overall model is a good fit for
the data.

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .462a .213 .205 2.34292

a. Predictors: (Constant), varADIS

The table above is of the model summary which discusses firstly about the R and the R2
R value purely presents the simple correlation and its value is 0.462 which shows the degree
of correlation in the data. The R2 square value tells us about how much variation is there in
the dependent variable that can be explained by independent variable. The value of R and R2
is lower because in this study there were only two variables one dependent and another
independent variable which ultimately results in lower value of R and R2.

Standard error of the estimate is the quantity of error related with regression analysis in terms
of forecasting a particular value.

Advertisement with Islamic symbols

Table 6: Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) 5.673 1.691 3.356 .001

1
varADIS .663 .129 .462 5.150 .000

a. Dependent Variable: varCA

The first column labelled variable which is self-explanatory. It contains the names of the
items in the equation and labels of each output. From the above table it is obvious that the
results are significant i.e. the significant value is 0.001 which is less than the significant value
of 0.05. This means that we will accept the alternative hypothesis H1, and will reject the
hypothesis Ho. Through these outcomes it can be established that there is a positive relation
between the two variables Advertisement with Islamic symbols and consumer attitude
Unstandardized Coefficient are the regression coefficients. The coefficient table mainly
provides us with the important information which will help us forecast the “Advertisement
with Islamic symbols” from “consumer attitude”, also we can find out whether
“Advertisement with Islamic symbols” contribute statistically, significantly to the model.
Furthermore, we can use the value of B under the unstandardized Coefficients to make the
regression equation. The 0.462 is actually the standardized correlation between the
Advertisement with Islamic symbols and consumer attitude.
 Chapter 5: Discussion, Conclusion and Recommendations

Discussion:

The basic rational of the study was to check the effect of Islamic symbols in TV

advertisements on consumer attitude. This means association between teaser advertisement

and brand recall. Two hypothesis were used to check the relationship among the two

variables. Independent variable was advertisement with Islamic symbols while the dependent

variable was consumer attitude. The test run on this was regression and in regression we took

linear regression test.

The hypothesis examined the relationship among advertisement with Islamic symbols and

consumer attitude. The value of significance is 0.001 which is less than 0.05 therefore H1 is

accepted and Ho is rejected. Therefore, there is a positive relationship between advertisement

with Islamic symbols and consumer attitude because of the lower value. The overall result is

based on test of hypothesis.

Conclusion:

Islam is considered to be the fastest rising religion in the Globe and Muslims are considered

as those individuals that can be influenced by religion more than any other religious

individuals. By reviewing the variables separately and then by merging them, it determines

that there is a positive relationship between the advertisement with Islamic symbols and

consumer attitude as the outcome of the data were significant. As advertisement with Islamic

symbols is an advertisement in which marketer uses Islamic symbols like Hijab, dupatta, caps
for males etc. which attracts consumers as they feel attached to these advertisements because

they use religious symbols in promoting their product. As consumer attitude changes by

watching advertisements with Islamic symbols in them, consumer attitude toward product

and manufacturer of that product changes. If corporations or multinational firms give more

importance towards advertisements which uses Islamic symbols they will get more benefit

from them and will give them a competitive edge over there competitors in the Muslims

majority market they are serving in. Also advertisement with Islamic symbols is a more

effective medium to use while promoting product in Muslim majority states.

Recommendation:

This study offers a clear understanding to the marketers of Peshawar city that how to use

advertisement with Islamic symbols in order to change the consumer attitude.

Marketers can work more on advertisement with Islamic symbols in order to change the

attitude of consumers toward that of product and product manufacturer. This will result in

increase of sales and revenue, giving a competitive edge over rival firms.

Recommendation to Business:

This research will give businesses a clear idea about how to promote and advertise their

product in Islamic community, it also gives idea about to what extent advertisement with

Islamic symbols can help in promotion of their product, which strategy to choose for

promotion if not advertisement with Islamic symbols. This study also helps those firms that

are new to the market and wants to capture some market share for them, that how they can

get advantage from advertisements with Islamic symbols in their companies.

Recommendation to Marketing agencies:

Advertisement with Islamic symbols in promoting a product can be fruitful for the marketing

agencies working in a Muslim majority area or state. They can examine and make an effort

on how to improve their promotional technique using advertisement with Islamic symbols

because as proven in this research that advertisement with Islamic symbols and consumer

attitude has positive relationship among themselves as a result advertisement with Islamic

symbols can change the attitude of a customer towards the product and also the manufacturer

of that product.

Recommendation for future Research:

As this study have worked on advertisement with Islamic symbols, there are many other

forms of Islamic advertisements as well which are unexplained and have the potential to help

businesses in promoting their products in Muslim majority area. Moreover, researches in

other cities of Pakistan should be done, for further explanations of advertisement using

Islamic symbols.