The Effects of Religiosity in Ads Toward Brand Image

Religious beliefs play a significant role including brand preference by adapting symbolic associations to motivate better engagement, which reflects the audience's personal behavioral dimension (values and beliefs) in marketing activities. However, religiosity's development of image religious visual communication design is rarely discussed, even though there are emotional connections This study’s objective understand how culture, specifically religiosity, could affect through local ads’ appeal. Five different brands from outdoor advertisements were selected as case study for this research. A qualitative was employed obtain an in-depth appreciation sociological context. Thus, seven informants expertise participated using semi-structured interviews data collection tool continued with thematic analysis assisted Atlas.ti identifying patterns across collected datasets. Three main themes discovered are; commodification, halalness trustworthiness. Religiosity said be positively affected ads. These strategies easily gain attention their values, later translated into trustworthiness called commodification. cues ads associated products’ some considered misled. fine line between religion needs drawn marketers or advertisers avoid exaggeration becoming norm marketing. Keywords: Advertisement, image, Islamic ads, communication.