Muslim consumers' attitudes toward fashion advertising: a conceptual framework

A theoretically established framework for attitudes toward advertising is furthered in the relatively less researched yet increasingly significant areas of fashion advertising and Muslim consumers. Two additional factors, fashion consciousness, and religious commitment are proposed as antecedents to attitudes and behaviours toward fashion advertising among the Muslim consumers. Both these factors are proposed based on the precedents in research on attitudes toward advertising and they manifest consumers' involvement with fashion and religion. The directionality of relationships between different factors is posited based on the existing research on Muslim consumers as well as substantiated evidence from reports of consumer reactions.