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- 저자 : Hashim Noor Hazarina (검색결과 1 건)
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The strange bedfellows of packaging cues and religiosity
Bakar Abou,Khan Hiba,Hashim Noor Hazarina,Lee Richard 한국마케팅과학회 2023 마케팅과학연구 Vol.33 No.1
Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pretest that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to selfidentity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.
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