Title: Muslim consumers' attitudes toward fashion advertising: a conceptual framework

Authors: Muhammad Talha Salam; Nazlida Muhamad; Vai Shiem Leong

Addresses: School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam, Brunei ' School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam, Brunei ' School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam, Brunei

Abstract: A theoretically established framework for attitudes toward advertising is furthered in the relatively less researched yet increasingly significant areas of fashion advertising and Muslim consumers. Two additional factors, fashion consciousness, and religious commitment are proposed as antecedents to attitudes and behaviours toward fashion advertising among the Muslim consumers. Both these factors are proposed based on the precedents in research on attitudes toward advertising and they manifest consumers' involvement with fashion and religion. The directionality of relationships between different factors is posited based on the existing research on Muslim consumers as well as substantiated evidence from reports of consumer reactions.

Keywords: Muslim consumers; attitudes toward advertising; fashion advertising; fashion consciousness; religious commitment; religiosity; conceptual framework; attitude theory; beliefs; behaviours.

DOI: 10.1504/IJIMB.2018.095843

International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.3, pp.245 - 264

Received: 25 May 2018
Accepted: 20 Aug 2018
Published online: 23 Oct 2018 *

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