Özet:

At this study, the effects of İslamic religious symbols in marketing communications to consumer perceptions and behavior intentions are scrutinized. Under this framework, an experiment study is conducted with young consumers. Study indicates that specified responses of consumers vary with respect to seeing İslamic message and religiosity level. In this sense, at the experiment group in which religious message is shown to participants; perceptions about quality, similarity with company owner, reliability and expertness increases with respect to religiosity level but choice intention decreases. On the other hand, at the control group in which religious symbol is not shown, it is seen that choice intention and perceived similarity increases as religiosity level increases. As a result of correlation analysis which is conducted to compare relationships among variables; although there is not seen significant relationship between religiosity and choice intention in the experiment group, there is seen meaningful and medium level relationship between religiosity and choice intention in the control group. Moreover, whereas there are seen significant relationships among religiosity and perceived similarity and reliability at the group in which religious related message is shown, there are not seen meaningful relationships for these variables at the control group. Research results shows that religious messages can be different effects on consumer perceptions and behavior intentions. Al in all, results are discussed, suggestions for firms and researches are developed. 

Anahtar Kelimeler: