Title: Islamic advertising ethics violation and purchase intention

Authors: Eesha Ghani; Basheer Ahmad

Addresses: Iqra University, Islamabad Campus, Pakistan ' Iqra University, Islamabad Campus, Pakistan

Abstract: This paper aims to examine the relation between customer offense due to Islamic advertising ethics violation and purchase intention across different cultures. The relation between customer offense due to Islamic advertising ethics violation and purchase intention across different cultures was examined through a survey that included 100 respondents from each origin (Pakistan, Afghanistan and China). The items used for the operationalisation of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their nationality, age, gender, religion, and education customers find those advertisements offensive that do not abide by the ethics. These ethics are provided by Islam but they are universal in nature. Furthermore, customer offense that is created due to violation of ethics has a negative impact on purchase intention. If advertisers want to attract customers and also retain them, they must avoid creating customer offense by following Islamic advertising ethics.

Keywords: customer offence; purchase intention; Islamic advertising; advertising ethics; ethical violations; buying intent; culture; Pakistan; Afghanistan; China; Islam.

DOI: 10.1504/IJIMB.2015.071783

International Journal of Islamic Marketing and Branding, 2015 Vol.1 No.2, pp.173 - 198

Received: 24 May 2014
Accepted: 17 Nov 2014
Published online: 18 Sep 2015 *

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