UNDERSTANDING THE IMPACT

OF FASHION ADVERTISING ON

MUSLIM MILLENIALS’

ATTITUDE AND BEHAVIOR

A study on Gul Ahmed’s advertising

SYED WAJAHAT SHAH – 16734

AAISHA MEMON – 16816
SABA ASHFAQ - 16742
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ABSTRACT

The paper investigates the impact of Gul Ahmed’s Fashion Advertising on Millennial Muslims’ attitude

and behavior in Pakistan. The operational framework was adapted from previous studies and the

independent factors which included personal and societal both; positive and negative factors were studied

in depth with their relation and influence on the dependent variables (attitude and behavior). There were a

total of 187 respondents out of which 7 were non-Muslims and therefore only the remaining 180

respondents were considered as the sample for the study. The belief factors which showed significance in

formation of attitude and later on behavior were the product’s information, social role and image

associated with Gul Ahmed, entertainment found in its ads, the general fashion consciousness aspect of

the younger generation and their inclination towards the religion or modest lifestyle. Tests were run to

check the components uni-dimensionality along with correlations and regressions to find out which

factors actually influence the impact on younger Muslims attitude and behavior. The results and practical

implications provide the way forward for the fashion advertisers to make their advertising strategies

accordingly and also it provides credence to the previous models. More experimental research is needed

on the elements of advertisements so as to gauge which techniques appeal to such a segment.

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WHAT FACTORS AFFECT MUSLIM

MILLENIALS ATTITUDES TOWARDS GUL
AHMED’S ADVERTISING AND WHAT ARE
THE CONSEQUENCES OF THESE ATTITUDES
IN PAKISTAN?

Introduction

In recent years, marketing and advertising activities related to fashion industry have gained new heights

(Shah 2014) (Arango 2016). Pakistan is a developing Muslim market where high investments are being

poured into advertising campaigns by fashion brands (Qamar 2014). Although these investments are

leading to positive developments, advertising campaigns also face hostile reactions to fashion marketing

which are mainly religiously motivated (Ali 2015, Crilly 2012). Studies show that performance and

effectiveness of advertising campaigns relies heavily on the consumer’s attitudes towards advertising

(Mehta 2000). Understanding the formation of these attitudes and the underlying factors is therefore of

utmost importance.

While research on Muslim consumers and Islamic marketing has increased in recent years, little attention

has been paid on Muslim consumers’ attitudes towards fashion advertising. This study aims to investigate

the attitudes towards fashion advertising among Muslim consumers, focusing especially on Muslim

millennials. The study has further been narrowed down to Muslim millennials in Pakistan and their

attitude towards Gul Ahmed’s fashion advertising.

By definition, millennials are the generation of individuals born between 1980 and 2000 (Arli, et al.

2017). Within a total population of 219 million (Trading Economics n.d.), Muslims account for
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approximately 96.28% of the total population of Pakistan (Wikipedia contributors 2020). Millennials

constitute approximately 27.48% of the total population of Pakistan (UN Department of Economic and

Social Affairs 2018) and form the particular demographic sector that this study focuses on.

Several researches on attitudes towards advertising reveal that beliefs of buyers towards advertising are

the key factors that influence attitudes towards advertising (Wolin, Korgaonkar and Lund, Beliefs,

attitudes and behaviour towards Web Advertising 2002, Pollay and Mittal 1993, Millan and Mittal 2010).

All these studies, however, focused on advertising in general or advertising in a particular media type.

This gave rise to a need for investigating attitudes towards advertising of a specific product category. By

investigating attitudes of Muslim millennials towards Gul Ahmed’s advertising in Pakistan, this study

covers the fairly under studied area of consumer attitudes towards a particular brand or product category.

Religion is considered to be an essential part of identity by Muslim millennials in Pakistan. This

particular demographic sect displays duality, that is they are modernistic and yet concerned about

morality issues. Past studies on attitudes towards fashion advertising have investigated differences based

on gender (Wolin and Korgaonkar, Web Advertising: Gender Differences in Beliefs, Attitudes, and

Behavior 2005) and between people of different nationalities (Gao, Zhang and Li 2014, Ramaprasad

2001, Farah and Samad 2015). All these studies emphasize the importance of exploring additional factors

on attitudes towards advertising and hence this study aims to explore the same by focusing down on

Muslim millennials in Pakistan and their attitudes towards advertising of a particular brand.
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The main research question for this study is:

What factors affect Muslim millennials attitudes towards Gul Ahmed’s advertising and what are the

consequences of these attitudes in Pakistan?

Literature Review

Study defines attitudes towards advertising as: “A learned predisposition to respond in a consisting

favorable or unfavorable manner to advertising in general” (Mehta 2000). Pollay and Mittal (Pollay and

Mittal 1993) proposed a structure for attitudes towards advertising that was based on the doctrines of

attitude theory. This structure consisted of seven belief factors as precursors. These belief factors were

segregated according to the influence they had on attitudes towards advertising (positive or negative) and

belonged to either societal or personal dimensions. The positive belief factors include statements like

advertising is informative, is good for economy and provides entertainment. The negative belief factors

include statements like advertising is misleading, lead to materialism and corrupts values.

Several studies, including this one, have used the framework provided by Pollay and Mittal (Pollay and

Mittal 1993) as the basis to recognize consumer attitudes towards advertising (Jin and Lutz 2013). Further

research extended to include the effect of attitudes towards advertising on behaviors towards advertising.

(Wolin, Korgaonkar and Lund, Beliefs, attitudes and behaviour towards Web Advertising 2002, Wang

and Sun 2010). This extension helps advertisers know what the outcome will be of their advertising

investments.

Attitude towards fashion advertising

Phillips and McQuarrie (Phillips and McQuarrie 2010) differentiated fashion advertising from other types

of advertising by describing how fashion advertisements are constructed. They explained that in fashion

advertisement, it is usually the image and brand name that are in focus. Often no verbal claim is made in

fashion advertisements and viewers construct their own description of the displayed images. In addition to
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this, female objectification and display of sexuality are also prominent in fashion advertising (Stankiewicz

and Roselli 2008, Bae, Rudd and Bilgihan 2015).

A 2009 study on attitudes towards incomplete information in fashion advertising (Hsu and Mo 2009)

showed that despite incomplete information, consumers still appreciated the unique style of fashion

advertisements. A scale to measure affective reactions for fashion advertisements was established in a

study by Oh (Oh 2005). Still, limited research has been done on attitudes towards fashion advertising.

All these studies largely focused on a particular attribute of attitudes towards fashion advertisements.

Influence of consumer involvement and attitudes towards a particular product category on advertising of

that product category was investigated in a study by Pyun and James (Pyun and James 2011). Another

study also found brand consciousness to be an important element influencing attitudes towards

advertisements of luxury brands (Chu, Kamal and Kim 2013).

Muslim millennials in Pakistan

Religion has a strong part to play in the attitudes and behaviors of Muslim consumers towards marketing

activities (Alam, Mohd and Hisham 2011). Observations suggest that any advertising activity that goes

against Islamic values and morals is disliked by Muslim consumers (Mostafa 2011). This religious

influence can be related to Islamic teachings which condemn the use of sexuality or contentious content to

advertise products (Arham 2010). Similarly, Muslim millennials are also influenced by religion in their

attitudes towards advertising. When compared to students from other religious backgrounds, it was

observed that Muslim students displayed more offense towards contentious advertising (Fam, Waller and

Erdogan 2004).

Still, Muslim millennials are connected to millennials around the globe via internet and social media.

While majority of the Muslim millennials are connected to the Western culture, they still maintain a

connection with Islam (Wilson, et al. 2013). Same goes for Muslim millennials in Pakistan. While the

majority is connected and influenced by cultures around the globe, especially Western, they do maintain a
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strong connection with religion. Hence, any form of controversial advertising is likely to face backlash

from the majority of Muslim millennials in Pakistan.

Framework and Hypothesis

The framework used in this study to understand the impact of religion on attitudes towards fashion

advertising on is based on Pollay and Mittal’s (Pollay and Mittal 1993) framework. The extension of this

framework done in the study by Wolin et al. (Wolin, Korgaonkar and Lund, Beliefs, attitudes and

behaviour towards Web Advertising 2002) was also used. The framework provided by Pollay and Mittal

uses a set of belief factors for attitudes towards advertising which can also be replicated for attitudes

towards fashion advertising in particular. Fashion consciousness and religiosity have been added as

extraneous factors that affect the attitude towards fashion advertising. Figure 1 shows the model

framework used for this study.

The first set of hypotheses (H1-H7) articulate the relationship between positive belief factors and negative

belief factors on attitude towards fashion advertising. These projected relationships are based on the

attitudes towards advertising in general. When Pollay and Mittal framework applied to Pakistan, which

has a huge Muslim consumer market, the positive and negative belief factors influenced attitudes towards

advertising in the positive and negative directions respectively. Considering the context of this study, it

would be important to take into account all positive and negative belief factors and assess their impact on

attitude towards fashion advertising as per hypothesis set H1-H7.

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Product Info

H1

Social Role
Fashion Consciousness
H2

H8

H3
Entertainment

Good for H4
Attitude Behavior
fashion ind. H10

industry towards towards

advertising advertising
H5
Materialism

H6
Value
H9
corruption

H7

Falsity
Religiosity

Figure 1: Model Framework

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The effect of two extraneous factors, namely “fashion consciousness” and “religiosity” was expressed

using hypothesis H8 and H9 respectively. Since there is significant evidence to prove that attitudes

towards advertising impact behaviors towards advertising (Wolin, Korgaonkar and Lund, Beliefs,

attitudes and behaviour towards Web Advertising 2002, Wang and Sun 2010), this relationship was also

expressed and tested using hypothesis (H10).

• H1: Product Information will have a positive impact on Muslim millennials attitude towards Gul

Ahmed’s advertising.

• H2: Social role will have a positive impact on Muslim millennials attitude towards Gul Ahmed’s

advertising.

• H3: Entertainment will have a positive impact on Muslim millennials attitude towards Gul

Ahmed’s advertising.

• H4: “Good for fashion industry” will have a positive impact on Muslim millennials attitude

towards Gul Ahmed’s advertising.

• H5: Materialism will have a negative impact on Muslim millennials attitude towards Gul

Ahmed’s advertising.

• H6: “Value corruption” will have a negative impact on Muslim millennials attitude towards Gul

Ahmed’s advertising.

• H7: Falsity will have a negative impact on Muslim millennials attitude towards Gul Ahmed’s

advertising.

• H8: Muslim millennials’ fashion consciousness will have a positive impact on their attitudes

towards Gul Ahmed’s fashion advertising.

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• H9: Muslim millennials with higher religiosity will have less favorable attitudes towards Gul

Ahmed’s fashion advertising compared to the Muslim millennials with lower religiosity.

• H10: Muslim millennials’ Attitudes towards Gul Ahmed’s fashion advertising will have a

positive impact on Muslim millennials’ information seeking behaviors towards advertising.

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Research Methodology:

Research Design, Measurement, and Data Collection:

Attitudes towards advertising and its antecedent beliefs were measured using Questionnaire which was

adapted from Pollay and Mittal’s (Pollay and Mittal 1993) study to measure the attitude, Wolin et al.’s

(Wolin, Korgaonkar and Lund, Beliefs, attitudes and behaviour towards Web Advertising 2002) study to

measure the behavior, Worthington et al. (Worthington 2003) study for religiosity and Fashion

Consciousness through different studies (Nam 2007, Casidy 2012).

Data was collected through closed-ended questionnaire which was designed to capture response of

Millennial Muslims aged 20-40 (D. F. Arli 2017).

Items were measured by a Likert-scale (1= strongly disagree to 5 = strongly agree). Initial items in the

questionnaire consisted of demographic questions including gender, family type, age, religion, level of

education, line of work, and income.

All respondents were asked to complete the online survey and data was collected from Karachi, Pakistan.

The final instrument consisted of 54 items including demographic questions. In addition, for data

collection social media platforms were used. Overall, 180 respondents answered the survey, and it took

around 15 minutes on average to complete the questionnaire. Females represented about 72% (n = 130).

Approximately 71% (n= 128) respondents belonged to the age group of 20–29 years, and the rest were in

the 30–40 years age group. Therefore, in terms of age, the sample represented young millennials.

Moreover, using Software SPSS Stats 23data were analyzed following plan of analysis as:

• Factor Analysis and Cronbach’s Alpha Reliability Testing

• Descriptive Analysis

• Pearson Correlation Analysis

• Multiple Linear Regression Analysis

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Analysis:

Descriptive Analysis:

Gender

27.8% of the respondents were males and 72.2% of the respondents were females.
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Family Type

70% of the respondents belonged to the nuclear families and 30% of them belonged to the joint families.

Age

71.1% of the respondents belonged to the age bracket of 20-29, 28.9% of the respondents falling under

the age bracket of 30-40.

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Religion

This study was conducted on Muslim millennials.

Level of Education

20% of respondents were College students, 32% of the respondents belonged to the Undergraduate;

Graduates were 34.4% and 13.3% belonged to Post-Graduate Level of Education.

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Line of Work or Education

58.3% of the respondents belonged to educational background of Business, 18.9% respondents were of

Medicine background; 22% line of work/education was engineering, 5% and 5.6% were of Social

Sciences and Arts respectively.

Personal Income
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51.7% of the respondents belonged to the income group of under PKR 25,000 per month, 21.1% of the

respondents belonged to the income group of PKR 25,000-50,000 per month followed by 16.7% who

belonged to the PKR 50,000- 100,000 and 10.6% belonged to the income bracket of above PKR 100,000.

Household Income

30% of the respondents belonged to the household income group of under PKR 50,000 per month, 21.7%

of the respondents belonged to the income group of PKR 50,000-100,000 per month followed by 21.1%

who belonged to the PKR 100,000-200,000 and 27.2% belonged to the income bracket of above PKR

200,000.
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Paying attention to advertisement

Approximately 89% of the respondents mentioned that they pay attention to advertisement.

Preferred medium of advertisement

Approx. 69% of the respondents chose Internet as preferred source of advertisement while 25.6%

preferred medium of advertisement is Television.

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Exposure to the advertisement

On an average, approx. 84% of the respondents get exposed to advertisement more than once a day.

Exposure to the advertisement of Clothing Brands

65% get exposed to advertisements of clothing brand more than once a day while, approximately 24%

marked it only once a day.

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Usefulness of advertisement

Majority of respondents (87%) recognized the usefulness of advertisements.

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Willingness to spend on a new outfit (Casual)

40% of the respondents opted PKR 3,000 as amount they intent to spend on casual outfit; 40.8% of the

respondents showed willingness to spend PKR 3,000-5,000 followed by 10.6% who chose PKR 7,000-

15,000 and only 6.7% picked above PKR 15,000 for casual outfit.
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Willingness to spend on a new outfit (Formal)

Approximately 52% of the respondents chose PKR 10,000 as amount they intent to spend on formal outfit

; approx. 32% of the respondents showed willingness to spend PKR 10,000-20,000 followed by 4.4%

who chose PKR 20,000-30,000 and only 3.3% opted PKR 30,000-40,000. 8.3% respondent picked above

PKR 40,000 for formal outfit.

Reliability Statistics and Factor Analysis for the construct

• The Reliability of the scale is greater than 0.7 which means the scale is highly reliable.

Excluding: Good for Fashion industry and Falsity

• All factors were tested on Factor Analysis and found uni-dimensional

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Pearson Correlation and Multiple Regression Analysis - Interpretation

1. Total Attitude & Total Product Info

Pearson Correlation

The relationship between Total Product Information and Total Attitude was investigated using Pearson

correlation coefficient. There was moderate positive correlation, statistically significant between the two

variables [r=.455, n=180, p<.05].

Multiple Linear Regression

Multiple linear regression analysis was used to develop a model for predicting influence of Total Product

Info on Total Attitude. The predictor account for 20.3% of the variance, F = 46.54, p<.05, R 2=.207.

Predictor was showing statistically significant predictive beta coefficient total Product Info β 1 = .455

p<.05 with b0 = 3.997 p < .05.

✓ Significant & Moderate Correlation showing positive influence of Total Product Info on Total

Attitude.

2. Total Attitude & Total Social Role

Pearson Correlation

The relationship between Total Social Role and Total Attitude was investigated using Pearson correlation

coefficient. There was moderate positive correlation, statistically significant between the two variables

[r=.432, n=180, p<.05].

Multiple Linear Regression

Multiple linear regression analysis was used to develop a model for predicting influence of Total Social

Role on Total Attitude. The predictor account for 18.2% of the variance, F = 40.832, p<.05, R 2=.187.

Predictor was showing statistically significant predictive beta coefficient total Social Role β 1 = .432 p<.05

with b0 = 4.721 p < .05.

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✓ Significant & Moderate Correlation showing positive influence of Total Social Role on Total

Attitude

3. Total Attitude & Total Entertainment

Pearson Correlation

The relationship between Total Entertainment and Total Attitude was investigated using Pearson

correlation coefficient. There was moderate positive correlation, statistically significant between the two

variables [r=.4, n=180, p<.05].

Multiple Linear Regression

Multiple linear regression analysis was used to develop a model for predicting influence of Total

Entertainment on Total Attitude. The predictor account for 22% of the variance, F = 51.451, p<.05,

R2=.224. Predictor was showing statistically significant predictive beta coefficient total Entertainment β 1

= .474 p<.05 with b0 = 4.803 p < .05.

✓ Significant & Moderate Correlation showing influence of Total Entertainment on Total

Attitude

4. Total Attitude & Total Good for Fashion Industry

✓ Not Applicable – Cronbach’s Alpha is less than 0.7 showing non-reliability of construct

5. Total Attitude & Total Materialism

Pearson Correlation

The relationship between Total Materialism and Total Attitude was investigated using Pearson correlation

coefficient. There was small negative correlation, statistically insignificant between the two variables [r=-

.022, n=180, p>.05].

Multiple Linear Regression

a. Dependent Variable: Total Attitude

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Multiple linear regression analysis was used to develop a model for predicting influence of Total

Materialism on Total Attitude. The predictor account for -0.5% of the variance, F = 0.088, p>.05,

R2=.000. Predictor was showing statistically insignificant predictive beta coefficient total Materialism β 1

= -.022 p>.05 with b0 = 7.554 p < .05

✓ Statistically insignificant & Weak Negative Correlation

6. Total Attitude & Total Value for Corruption

Pearson Correlation

The relationship between Total Value Corruption and Total Attitude was investigated using Pearson

correlation coefficient. There was small negative correlation, statistically insignificant between the two

variables [r=-.095, n=180, p>.05].

Multiple Linear Regression

Multiple linear regression analysis was used to develop a model for predicting influence of Total Value

Corruption on Total Attitude. The predictor account for -0.3% of the variance, F = 1.620, p>.05, R2=.009.

Predictor was showing statistically insignificant predictive beta coefficient total Value Corruption β 1 = -

.095 p>.05 with b0=7.813 p < .05.

✓ Statistically insignificant & Weak Negative Correlation

7. Total Attitude & Total Falsity

✓ Not Applicable – Cronbach’s Alpha is less than 0.7 showing non-reliability of construct

8. Total Attitude & Total Fashion Consciousness

Pearson Correlation

The relationship between Total Fashion Consciousness and Total Attitude was investigated using Pearson

correlation coefficient. There was strong positive correlation, statistically significant between the two

variables [r=.515, n=180, p<.05].

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Multiple Linear Regression

Multiple linear regression analysis was used to develop model for predicting influence of Total Fashion

Consciousness on Total Attitude. The predictor account for 26.1% of the variance, F = 64.256, p<.05,

R2=.265. Predictor was showing statistically significant predictive beta coefficient total Fashion

Consciousness β1 = .515 p<.05 with b0= 3.025 p < .05

✓ Significant & Strong Correlation showing influence of Total Fashion Consciousness on Total

Attitude

9. Total Attitude & Total Religiosity

Pearson Correlation

The relationship between Total Religiosity and Total Attitude was investigated using Pearson correlation

coefficient. There was small positive correlation, statistically significant between the two variables

[r=.195 n=180, p<.05].

Multiple Linear Regression

Multiple linear regression analysis was used to develop a model for predicting influence of Total

Religiosity on Total Attitude. The predictor account for 3.2% of the variance, F = 7.008, p<.05, R 2=.038.

Predictor was showing statistically significant predictive beta coefficient total Religiosity β 1 = .195 p<.05

with b0= 5.546 p < .05

✓ Significant & Weak Correlation

10. Total Behavior & Total Attitude

Pearson Correlation

The relationship between Total Attitude and Total Behavior was investigated using Pearson correlation

coefficient. There was strong positive correlation, statistically significant between the two variables

[r=.574, n=180, p<.05].

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Multiple Linear Regression

Multiple linear regression analysis was used to develop a model for predicting influence of Total Attitude

on Total Behavior. The predictor account for 32.6% of the variance, F = 87.599, p<.05, R2=.330.

Predictor was showing statistically significant predictive beta coefficient total Attitude β 1 = .574 p<.05

with b0= 3.605 p < .05

✓ Significant & Strong Correlation showing positive influence of Total Attitude on Total Behavior

Hypothesis Testing Results

Alternate Alternate Hypothesis Test Decision on

Hypothesis# Statement Conclusion Alternate
Hypothesis

Product Information will have a There is a positive

positive impact on Muslim Reject Null influence of Total
H1
millennials’ attitude towards Hypothesis Product
Gul Ahmed’s advertising. Information on
Total Attitude.
Social role will have a positive There is a positive
impact on Muslim millennials’ Reject Null influence of Total
H2
attitude towards Gul Ahmed’s Hypothesis Social Role on Total
advertising. Attitude.
Entertainment will have a There is a positive
positive impact on Muslim Reject Null influence of Total
H3
millennials’ attitude towards Hypothesis Entertainment on
Gul Ahmed’s advertising. Total Attitude.
“Good for fashion industry” will
have a positive impact on Not Applicable
H4 Muslim millennials’ attitude Not tested
towards Gul Ahmed’s
advertising.
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There is
Materialism will have a insignificant Weak
Fail to
negative impact on Muslim Negative influence
H5 Reject Null
millennials’ attitude towards of Total
Hypothesis
Gul Ahmed’s advertising. Materialism on
Total Attitude
There is
“Value corruption” will have a insignificant Weak
Fail to
negative impact on Muslim Negative influence
H6 Reject Null
millennials’ attitude towards of Total Value for
Hypothesis
Gul Ahmed’s advertising. Corruption on Total
Attitude
H8: Falsity will have a negative
impact on Muslim millennials’ Not Applicable
H7 Not tested
attitude towards Gul Ahmed’s
advertising.
Muslim millennials’ fashion There is a strong
consciousness will have a positive influence
Reject Null
H8 positive impact on their of Total Fashion
Hypothesis
attitudes towards Gul Ahmed’s Consciousness on
fashion advertising. Total Attitude.
Muslim millennials’ with There is significant
higher religiosity will have less Weak influence of
favorable attitudes towards Total Religiosity on
Reject Null
H9 Gul Ahmed’s fashion Total Attitude
Hypothesis
advertising compared to the
Muslim millennials’ with lower
religiosity.
Muslim millennials’ Attitudes There is a strong
towards Gul Ahmed’s fashion positive influence
advertising will have a positive Reject Null of Total Attitude on
H10
impact on Muslim millennials’ Hypothesis Total Behavior.
information seeking behaviors
towards advertising.
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Conclusion

The study covers all the factors; addressing the main research question: to understand the influence of

Fashion Advertising on Millennial Muslims in case of Gul Ahmed’s Advertising. In the wide base of

Fashion Advertiser’s target market, the younger population of Pakistan is tapped too via the ads and other

marketing tools. This includes the segment of young Muslims who as per this study fall into the category

of “modest yet modern”. In order to do this, the comprehension of younger Muslims in Pakistan towards

Gul Ahmed’s advertising needs to be understood.

The influence of religion towards the attitude formation of Millennial Muslim’s play a role but just like

the study, it was not solely the religion’s aspect but also included the other factors which helped them in

evaluating the advertisements and forming their attitudes.

The seven independent variables which have been studied in the study are: Product Information, Social

Role and Image, Entertainment, Good for Fashion Industry, Materialism, Value Corruption and Falsity.

The research provides credence to five factors in forming the attitude of Millennial Muslims and

consequently on their information seeking behavior. These mainly included the positive and personal

factors pertaining to Millennial Muslims along with two extraneous factors: fashion consciousness and

religiosity. All these factors are positively correlated with the dependent variables: attitude and behavior,

for which attitude became the independent variable then. The independent variable which has the highest

correlation is the attitude which shows that the young consumers are influenced by the attitude of them

formed from product information, social role and image, entertainment and a substantially from fashion

consciousness.

The study shows that Millennial Muslims, like the younger population across the globe are fashion

conscious and like to keep themselves updated with new trends and on-going styles in the fashion world.

These findings for fashion consciousness are similar to the previous studies done in the same category.
 P a g e | 28

However, the findings reflect that Muslim Millennials are both religious and fashion conscious. However,

the religious segment of younger generation has a weaker correlation with the attitude. The demographics

showed that the majority of the respondents belonged to the age bracket of “20-29” and the weaker

correlation with attitude shows that religion does play a part in forming their attitude towards Gul

Ahmed’s ads but not to a substantial level, however factors like information about the product, the social

role and image associated with the brand and brand’s advertising, the entertainment portion of the ads and

fashion consciousness of the younger generation are important factors which may help advertisers at Gul

Ahmed, be it the brand or the advertising agency in formulating the strategies towards younger Muslims

here in Pakistan.

The belief factors which were not applicable and nor validated through the study are Good for Fashion

Industry, Falsity (both of which proved to be unreliable) along with Materialism and Value Corruption.

The reason for these factors to not fit in the Pakistani context can be attributed to nature of the fashion

advertising. It has been made evident that fashion advertisers have now realized the importance of

increasing the presence of Hijabi Women or representing them in their branding communications and this

inclusivity in their ads can be one of the reasons why factors like that of Materialism and Value

Corruption didn’t resonate with Pakistani market (Kanso 2020). There are brands like Junaid Jamshed,

Almirah, Kapray (Now Zellbury) which started off with catering to the religious segment and their

marketing segments appealed to people who had religious concerns.

The other factors Good for Fashion Industry and Falsity did not pass the reliability test because Gul

Ahmed’s advertisements like all other fashion ads are deemed entertaining and style-savvy in terms of the

product information and sale information. However, the interpretation of advertisements is entirely left on

the audience’s discretion because of similar content, thus lacking the real product information aspect

(Barbara J. Phillips October 2010).

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Practitioner Decision Point & Practical implication

The results gathered from the survey can be of significant help to not just Gul Ahmed but other fashion

brands too. It gives a clear picture to the fashion brand managers and fashion organizations need to

understand that the consumers decisions are influenced by their positive beliefs; what they and the

advertisers need to work on is how to appeal the consumers at that level.

The positive factors along with fashion consciousness clearly give an idea to advertising agencies and

brands that young generation want to seek information (functional benefits), entertainment via ads and

something which they can relate to. This can help them in formulating creative strategies accordingly.

The importance of showcasing recent trends in fashion ads is seen as one of the factors with which the

younger audience can be attracted. Similarly, the absence of negative belief factors show that the younger

audiences appreciate the idea of their exposure to fashion ads, however in order to keep Millennial

Muslims entertained and well-informed, brands should incorporate modest elements in their designs, ad

executions and the whole communication of delivering to the segment of highly religious Muslims.

It also gives them a step forward to conduct an experimental research to identify the ad elements which

may attract such a sample and which later can help them in curating the perfect ad content on digital and

mainstream media.

Limitations

The study is limited only to the city of Karachi, and is primarily focusing on young millennials. The data

collection was done in October hence the data does not reflect the clothing purchasing or trends of young

consumers during the entire year. Moreover, the study is only assessing the intention and information

seeking behavior.
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 P a g e | 31

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 P a g e | 32

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 P a g e | 34

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 P a g e | 35

Exhibit – 1: Descriptive Analysis:

Gender

Gender

Cumulative
Frequency Percent Valid Percent Percent

Valid Male 50 27.8 27.8 27.8

Female 130 72.2 72.2 100.0

Total 180 100.0 100.0

Family Type

Family Type

Cumulative
Frequency Percent Valid Percent Percent

Valid Joint 54 30.0 30.0 30.0

Nuclear 126 70.0 70.0 100.0

Total 180 100.0 100.0

Age

Age

Cumulative
Frequency Percent Valid Percent Percent

Valid 20-29 128 71.1 71.1 71.1

30-40 52 28.9 28.9 100.0

Total 180 100.0 100.0

 P a g e | 36

Religion

Religion

Cumulative
Frequency Percent Valid Percent Percent

Valid Muslim 180 100.0 100.0 100.0

Level of Education

Level of Education

Frequency Percent Valid Percent Cumulative Percent

Valid College 36 20.0 20.0 20.0

Undergraduate 58 32.2 32.2 52.2

Graduate 62 34.4 34.4 86.7

Post-Graduate 24 13.3 13.3 100.0

Total 180 100.0 100.0

Line of Work or Education

Line of Work or Education

Frequency Percent Valid Percent Cumulative Percent

Valid Business 105 58.3 58.3 58.3

Medicine 34 18.9 18.9 77.2

Engineering 22 12.2 12.2 89.4

Social Sciences 9 5.0 5.0 94.4

Arts 10 5.6 5.6 100.0

Total 180 100.0 100.0

 P a g e | 37

Personal Income

How much do you earn in a month

Cumulative
Frequency Percent Valid Percent Percent

Valid Under PKR 25,000 93 51.7 51.7 51.7

PKR 25,000 - PKR 50,000 38 21.1 21.1 72.8

PKR 50,000 - PKR 100,000 30 16.7 16.7 89.4

More than PKR 100,000 19 10.6 10.6 100.0

Total 180 100.0 100.0

Household Income

What is your monthly household income

Cumulative
Frequency Percent Valid Percent Percent

Valid Less than PKR 50,000 54 30.0 30.0 30.0

PKR 50,000 - PKR 100,000 39 21.7 21.7 51.7

PKR 100,000 - PKR 200,000 38 21.1 21.1 72.8

More than PKR 200,000 49 27.2 27.2 100.0

Total 180 100.0 100.0

 P a g e | 38

Paying attention to advertisement

Do you give attention to advertisements?

Valid Cumulative
Frequency Percent Percent Percent

Valid Yes 161 89.4 89.4 89.4

No 19 10.6 10.6 100.0

Total 180 100.0 100.0

Preferred medium of advertisement

What is your preferred medium of advertisement?

Cumulative
Frequency Percent Valid Percent Percent

Valid Internet 124 68.9 68.9 68.9

Print Media 3 1.7 1.7 70.6

Television 46 25.6 25.6 96.1

Out of Home (Billboards) 5 2.8 2.8 98.9

Others 2 1.1 1.1 100.0

Total 180 100.0 100.0

.
 P a g e | 39

Exposure to the advertisement

On an average, how frequently do you get exposed to advertisements

Cumulative
Frequency Percent Valid Percent Percent

Valid Once a day 15 8.3 8.3 8.3

More than once a day 151 83.9 83.9 92.2

Once in two days 4 2.2 2.2 94.4

Once a week 5 2.8 2.8 97.2

More than once a week 3 1.7 1.7 98.9

Twice or more times in a

2 1.1 1.1 100.0
month

Total 180 100.0 100.0

Exposure to the advertisement of Clothing Brands

How often are you exposed to advertisements of clothing brand?

Cumulative
Frequency Percent Valid Percent Percent

Valid Once a day 43 23.9 23.9 23.9

More than once a day 117 65.0 65.0 88.9

Once in two days 9 5.0 5.0 93.9

Once a week 4 2.2 2.2 96.1

More than once a week 3 1.7 1.7 97.8

Twice or more times in a month 4 2.2 2.2 100.0

Total 180 100.0 100.0

 P a g e | 40

Usefulness of advertisement

Do you think advertisements provide useful information

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 157 87.2 87.2 87.2

No 23 12.8 12.8 100.0

Total 180 100.0 100.0

Willingness to spend on a new outfit (Casual)

How much are you willing to spend on a new outfit (casual)?

Cumulative
Frequency Percent Valid Percent Percent

Valid Less than PKR 3,000 72 40.0 40.0 40.0

PKR 3,000 - PKR 5,000 77 42.8 42.8 82.8

PKR 7,000 - PKR 15,000 19 10.6 10.6 93.3

More than PKR 15,000 12 6.7 6.7 100.0

Total 180 100.0 100.0

 P a g e | 41

Willingness to spend on a new outfit (Formal)

How much are you willing to spend on a new outfit (formal)?

Cumulative
Frequency Percent Valid Percent Percent

Valid Less than PKR 10,000 94 52.2 52.2 52.2

PKR 10,000 - PKR 20,000 57 31.7 31.7 83.9

PKR 20,000 - PKR 30,000 8 4.4 4.4 88.3

PKR 30,000 - PKR 40,000 6 3.3 3.3 91.7

More than PKR 40,000 15 8.3 8.3 100.0

Total 180 100.0 100.0

 P a g e | 42

Exhibit –2: Reliability Statistics and Factor Analysis for the

construct

Construct Cronbach’s Alpha

Product Info 0.833

Social Role 0.845

Entertainment 0.925

Good for Fashion Industry -0.226

Materialism 0.903

Value Corruption 0.900

Falsity 0.399

Fashion Consciousness 0.835

Religious Commitment 0.862

Attitudes toward fashion Advertising 0.838

Behavior toward advertising 0.841

 P a g e | 43

Exhibit 3: Pearson Correlation

Correlations

Total Total Total

Product Soci Total Total Value Total Fashion Total Total
Informatio al Entertainme Materialis Corruptio Consciousne Religiosit Attitud
n Role nt m n ss y e

Total Product Pearson

.824*
Information Correlatio 1 .810** .168* .187* .510** .310** .455**
*
n

Sig. (2-
.000 .000 .024 .012 .000 .000 .000
tailed)

N 180 180 180 180 180 180 180 180

Total Social Pearson

Role Correlatio .824** 1 .859** .250** .268** .419** .298** .432**
n

Sig. (2-
.000 .000 .001 .000 .000 .000 .000
tailed)

N 180 180 180 180 180 180 180 180

Total Pearson
.859*
Entertainmen Correlatio .810** 1 .229** .266** .447** .207** .474**
*
t n

Sig. (2-
.000 .000 .002 .000 .000 .005 .000
tailed)

N 180 180 180 180 180 180 180 180

Total Pearson
.250*
Materialism Correlatio .168* .229** 1 .695** .005 .079 -.022
*
n

Sig. (2-
.024 .001 .002 .000 .951 .291 .767
tailed)

N 180 180 180 180 180 180 180 180

 P a g e | 44

Total Value Pearson

.268*
Corruption Correlatio .187* .266** .695** 1 -.003 .124 -.095
*
n

Sig. (2-
.012 .000 .000 .000 .963 .096 .205
tailed)

N 180 180 180 180 180 180 180 180

Total Fashion Pearson

.419*
Consciousne Correlatio .510** .447** .005 -.003 1 .257** .515**
*
ss n

Sig. (2-
.000 .000 .000 .951 .963 .000 .000
tailed)

N 180 180 180 180 180 180 180 180

Total Pearson
.298*
Religiosity Correlatio .310** .207** .079 .124 .257** 1 .195**
*
n

Sig. (2-
.000 .000 .005 .291 .096 .000 .009
tailed)

N 180 180 180 180 180 180 180 180

Total Attitude Pearson

.432*
Correlatio .455** .474** -.022 -.095 .515** .195** 1
*
n

Sig. (2-
.000 .000 .000 .767 .205 .000 .009
tailed)

N 180 180 180 180 180 180 180 180

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

 P a g e | 45

Correlations

Total Attitude Total Behavior

Total Attitude Pearson Correlation 1 .574**

Sig. (2-tailed) .000

N 180 180

Total Behavior Pearson Correlation .574** 1

Sig. (2-tailed) .000

N 180 180

**. Correlation is significant at the 0.01 level (2-tailed).

 P a g e | 46

Exhibit 4: Multiple Regression Analysis

1. Total Attitude & Total Product Info

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .455a .207 .203 1.715

a. Predictors: (Constant), Total Product Information

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 136.811 1 136.811 46.540 .000b

Residual 523.251 178 2.940

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Product Information

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.997 .519 7.704 .000

Total Product .306 .045 .455 6.822 .000

Information

a. Dependent Variable: Total Attitude

 P a g e | 47

2. Total Attitude & Total Social Role

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .432a .187 .182 1.737

a. Predictors: (Constant), Total Social Role

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 123.162 1 123.162 40.832 .000b

Residual 536.899 178 3.016

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Social Role

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 4.721 .443 10.656 .000

Total Social Role .256 .040 .432 6.390 .000

a. Dependent Variable: Total Attitude

 P a g e | 48

3. Total Attitude & Total Entertainment

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .474a .224 .220 1.696

a. Predictors: (Constant), Total Entertainment

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 148.010 1 148.010 51.451 .000b

Residual 512.051 178 2.877

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Entertainment

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 4.803 .387 12.403 .000

Total Entertainment .258 .036 .474 7.173 .000

a. Dependent Variable: Total Attitude

4. Total Attitude & Total Good for Fashion Industry

✓ Not Applicable
 P a g e | 49

5. Total Attitude & Total Materialism

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .022a .000 -.005 1.925

a. Predictors: (Constant), Total Materialism

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression .328 1 .328 .088 .767b

Residual 659.733 178 3.706

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Materialism

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 7.554 .447 16.906 .000

Total Materialism -.014 .046 -.022 -.297 .767

a. Dependent Variable: Total Attitude

 P a g e | 50

6. Total Attitude & Total Value for Corruption

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .095a .009 .003 1.917

a. Predictors: (Constant), Total Value Corruption

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 5.953 1 5.953 1.620 .205b

Residual 654.108 178 3.675

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Value Corruption

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 7.813 .335 23.323 .000

Total Value Corruption -.055 .043 -.095 -1.273 .205

a. Dependent Variable: Total Attitude

7. Total Attitude & Total Falsity

✓ Not Applicable
 P a g e | 51

8. Total Attitude & Total Fashion Consciousness

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .515a .265 .261 1.651

a. Predictors: (Constant), Total Fashion Consciousness

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 175.075 1 175.075 64.256 .000b

Residual 484.986 178 2.725

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Fashion Consciousness

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.025 .563 5.373 .000

Total Fashion
.375 .047 .515 8.016 .000
Consciousness

a. Dependent Variable: Total Attitude

9. Total Attitude & Total Religiosity

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .195a .038 .032 1.889

 P a g e | 52

a. Predictors: (Constant), Total Religiosity

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 25.004 1 25.004 7.008 .009b

Residual 635.057 178 3.568

Total 660.061 179

a. Dependent Variable: Total Attitude

b. Predictors: (Constant), Total Religiosity

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 5.546 .725 7.653 .000

Total Religiosity .083 .031 .195 2.647 .009

a. Dependent Variable: Total Attitude

10. Total Behavior & Total Attitude

Multiple Linear Regression

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .574a .330 .326 2.554

a. Predictors: (Constant), Total Attitude

 P a g e | 53

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 571.556 1 571.556 87.599 .000b

Residual 1161.394 178 6.525

Total 1732.950 179

a. Dependent Variable: Total Behavior

b. Predictors: (Constant), Total Attitude

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.605 .763 4.727 .000

Total Attitude .931 .099 .574 9.359 .000

a. Dependent Variable: Total Behavior

 P a g e | 54

Exhibit – 5: Survey Questionnaire

FASHION ADVERTISING AND ITS IMPACT

* Required
1. Select your gender. *
Male
Female

2. Select your family type. *

Joint family
Nuclear family

3. Select your age group. *

20-29
30-40

4. Are you a *
Muslim

Non-Muslim

5. What is the highest level of education you have attained? *

College
Undergraduate
Graduate
Post-Graduate
 P a g e | 55

6. Which of the following closely associates with your line of work/

education? *
Business
Medicine
Engineering
Social Sciences
Art

7. How much do you earn in a month? *

Under PKR 25,000
PKR 25,000 - PKR 50,000
PKR 50,000 - PKR 100,000

More than PKR 100,00

8. What is your monthly household income? *

Less than PKR 50,000
PKR 50,000 - PKR 100,000
PKR 100,000 - PKR 200,000
More than PKR 200,000

9. Do you give attention to advertisements? *

Yes
No

10. What is your preferred medium of advertisement? *

Internet
Print Media
Television
Out of Home (Billboards)

Other
 P a g e | 56

11. On an average, how frequently do you get exposed to advertisements? *

Once a day
More than once a day
Once in two days
Once a week
More than once a week
Twice or more times in a month

12. How often are you exposed to advertisements of clothing brand: Gul Ahmed? *
Once a day
More than once a day
Once in two days
Once a week
More than once a week
Twice or more times in a month

13. Do you think advertisements provide useful information? *

Yes

No

14. How much are you willing to spend on a new outfit (casual)? *
Less than PKR 3,000
PKR 3,000 - PKR 5,000
PKR 7,000 - PKR 15,000
More than PKR 15,000

15. How much are you willing to spend on a new outfit (formal)? *
Less than PKR 10,000
PKR 10,000 - PKR 20,000
PKR 20,000 - PKR 30,000
PKR 30,000 - PKR 40,000

More than PKR 40,000

 P a g e | 57

16. Which clothing brands are you familiar with? *

Khaadi
Nishat Linen
Sapphire
Sana Safinaz
Ego
Ethnic
Generation
Ideas by Gul Ahmed

Other

17. Which clothing brands have you seen in advertisements? *

Khaadi
Nishat Linen
Sapphire
Sana Safinaz
Ego
Ethnic
Generation
Ideas by Gul Ahmed

Other
 P a g e | 58

18. Ideas by Gul Ahmed's advertising is a useful source of information about their sales
and discounts. *

Strongly Strongly agree

disagree

19. Ideas by Gul Ahmed's advertising shows me the designs that I am looking for. *

Strongly Strongly agree

disagree

20. Advertisements shown by Ideas by Gul Ahmed help me to stay up-to-date with
current fashion trends. *

Strongly Strongly agree

disagree

21. Advertisements shown by Ideas by Gul Ahmed convince me to buy clothes to

impress others. *

Strongly Strongly agree

disagree

22. Advertisements shown by Ideas by Gul Ahmed tell me that people lying in the
same personal income group as mine are buying it. *

Strongly Strongly agree

disagree

23. Advertisements shown by Ideas by Gul Ahmed showcase clothes that I can
associate with my personality. *

Strongly Strongly agree

disagree
 P a g e | 59

24. I find advertisements shown by Ideas by Gul Ahmed entertaining. *

Strongly Strongly agree

disagree

25. I feel pleased after watching advertisements shown by Ideas by Gul Ahmed. *

Strongly Strongly agree

disagree

26. Advertisements shown by Ideas by Gul Ahmed are more enjoyable than ads of
other clothing brands. *

Strongly Strongly agree

disagree

27. Advertisements shown by Ideas by Gul Ahmed contribute to the success of

fashion industry in Pakistan. *

Strongly Strongly agree

disagree

28. Advertisements shown by Ideas by Gul Ahmed are a waste of resources for the
fashion industry in Pakistan. *

Strongly Strongly agree

disagree

29. Advertisements shown by Ideas by Gul Ahmed promote competition among

clothing brands. *

Strongly Strongly agree

disagree
 P a g e | 60

30. Advertisements shown by Ideas by Gul Ahmed promote materialistic mindset in

the society. *

Strongly Strongly agree

disagree

31. Advertisements shown by Ideas by Gul Ahmed convince people to buy

unaffordable clothes just to show off. *

Strongly Strongly agree

disagree

32. Advertisements shown by Ideas by Gul Ahmed make people live in a world full
of fantasy. *

Strongly Strongly agree

disagree

33. Advertisements shown by Ideas by Gul Ahmed make people buy unnecessary clothes.
*

Strongly Strongly agree

disagree

34. Advertisements shown by Ideas by Gul Ahmed promote unacceptable values in

our society. *

Strongly Strongly agree

disagree

35. Advertisements shown by Ideas by Gul Ahmed are not appropriate for our society. *

Strongly Strongly agree

disagree
 P a g e | 61

36. Advertisements shown by Ideas by Gul Ahmed are vulgar. *

Strongly Strongly agree

disagree

37. Advertisements shown by Ideas by Gul Ahmed are misleading. *

Strongly Strongly agree

disagree

38. Advertisements shown by Ideas by Gul Ahmed insult the intelligence of the
average consumer. *

Strongly Strongly agree

disagree

39. Advertisements shown by Ideas by Gul Ahmed show a true picture of

advertised fashion. *

Strongly Strongly agree

disagree

40. Generally, I am in favor of fashion advertising (the ads shown by all clothing brands).
*

Strongly Strongly agree

disagree

41. Generally, I consider Fashion advertising (the ads shown by all clothing brands) a
good thing. *

Strongly Strongly agree

disagree
 P a g e | 62

42. My general opinion of fashion advertising (the ads shown by all clothing brands)
is negative. *

Strongly Strongly agree

disagree

43. When I see advertisements shown by Ideas by Gul Ahmed, I pay close attention
to them. *

Strongly Strongly agree

disagree

44. Advertisements shown by Ideas by Gul Ahmed tempt me to seek more

information about the brand. *

Strongly Strongly agree

disagree

45. When I see advertisements of different clothing brands, I look for more information
of the brands. *

Strongly Strongly agree

disagree

46. I am very conscious of the fashion trends *

Strongly Strongly agree

disagree

47. I pay attention to the way people dress. *

Strongly Strongly agree

disagree
 P a g e | 63

48. I am very much concerned about the clothes I wear. *

Strongly Strongly agree

disagree

49. I often read books and literature about Islam. *

Strongly Strongly agree

disagree

50. I believe it is important to devote my time daily to religious activities. *

Strongly Strongly agree

disagree

51. I believe Islam answers questions about the meaning of life. *

Strongly Strongly agree

disagree

52. My religious beliefs define my overall philosophy of life. *

Strongly Strongly agree

disagree

53. My religious beliefs influence all my activities. *

Strongly Strongly agree

disagree

54. I spend time trying to increase my understanding of Islam. *

Strongly disagree Strongly agree

P a g e | 64