| Abstract: |
" Objective - This review critically evaluates the study by (Park et al.,
2023), which examines the impact of for-profit religious-affiliated companies'
(FPRCs) dual identity on customers' perceptions of greed and purchasing
behavior, potentially triggered by a perceived misalignment between moral
expectations and commercial motives. It highlights the study's strengths and
weaknesses, proposes areas for improvement, and offers an alternative
perspective rooted in Islamic principles, which may yield different
implications for advertising strategies in religious business contexts.
Methodology/Technique - The paper under review employed both online and field
experimental methods to investigate the impact of direct and indirect
advertising appeals on customer perceptions and behavior. Findings - The study
under review found that indirect appeal ads, particularly those involving
third-party endorsements, effectively reduced perceptions of greed and
increased actual purchasing behavior toward FPRCs. While the study offers
valuable insights, this review identifies several limitations, including the
absence of a guiding theoretical framework and a narrow focus on food
products. Moreover, it suggests that indirect appeal strategies may not be
universally effective across all religious contexts, particularly in Islamic
settings where transparency and direct ethical communication are emphasized.
Novelty - This review introduces new insights by examining the applicability
of indirect advertising strategies from an Islamic perspective. It challenges
the universality of indirect appeals for all FPRCs, proposing that direct
appeals may be more effective in contexts where businesses, particularly in
the food sector, must adhere to specific religious requirements, such as Halal
principles. This perspective encourages deeper exploration of religious and
ethical influences on advertising effectiveness. Type of Paper - Review" |