Browsing by Author "Alshahrani, Sultan"

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The Influence of Religiosity on Intentions to Purchase Western Brands in the Kingdom of Saudi Arabia.
(Saudi Digital Library, 2023-09-23) Alshahrani, Sultan; Rhydian, Harry
The study discusses the relationship between religiosity, brand attitudes, and consumer behaviour within the Saudi Arabian context. The research discovers how religiosity in Saudi Arabian culture shapes consumer perceptions and intentions regarding brands. The study employs a quantitative approach, collecting data from 264 respondents through surveys to investigate the relationships between selected variables. The findings show that both males and females displayed comparable levels of religiosity and intention to purchase brands. Some disparities emerged in their attitudes towards branding. Males exhibited heightened brand consciousness, indicating heightened sensitivity to brand attributes, while females displayed a greater affinity for brand novelty. It shows females openness to innovative brands. Gender-specific tendencies offer valuable insights to make marketing strategies to reach the potential distinct consumer segments. Intrinsic religiosity emerges as a significant factor in alleviating feelings of guilt tied to brand purchases, while extrinsic religiosity positively correlates with guilt. The implications highlight the importance of religious and emotional dynamics in brand promotion, particularly in religiously sensitive environments. The research confirms the impact of brand consciousness and brand novelty on purchase intentions and the role of these factors in shaping consumer behaviour. The negative impact of guilt feelings on brand attitudes reinforces the significance of negative emotions in shaping consumer perceptions. While intrinsic religiosity aligns with prior research, its influence on brand attitudes remains limited. Extrinsic religiosity does not significantly impact brand attitudes, suggesting minimum religiosity effects. Future research should address these limitations with a broader influence on consumer behaviour in a unique cultural context.
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