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ABSTRACT Islam is the religion of a vast and growing number of consumers around the world. There is evidence to suggest that religious beliefs can impact consumer behavior and response to advertising messages. The purpose of this article is to present a managerial decision-making framework that relates Islamic values to the implications for advertising. The illustrations are in the context of the Middle East. Recommendations are provided for international advertisers developing messages for Muslim consumer segments.
Rice et al. (2002) studied this question.