Religiosity as Moderating Variable between the Relationships of Attitude towards Celebrity Endorsement of Hijab Advertisement on TV and Purchase Intention

Abstract

The influence of religious mindset of audiences on information processing is one of the most significant dimensions of which have been modestly studied. This study was conducted to examine the relationship between celebrity endorsement on attitude towards hijab television advertisement and purchase intention. The objective was to identify the moderating role of Islam between consumers' attitude towards advertisement and purchase intention. An experiment is conducted on a sample of 394 Muslim women. This indicates that the data collection process involves both pretest and post-test. The findings showed that unless a product has history or is not of quality needed/ wanted buy the consumer it would really not come into question when the consumer is about to make a purchase.