A study on the relationship between the use of religious symbols in glocal advertising and the religious attitudes of individuals

Advertising, one of the leading marketing activities of the 21st century, is a method frequently used by global brands. These brands invest heavily and allocate resources to glocal advertising, an advertising strategy that has become prominent in recent years. In the glocal advertisements prepared for the Turkish market by international brands of foreign origin, advertising practices using Islamic religious symbols are frequently encountered. The majority of the population is Muslim and the impact of glocal advertisements specific to this geography and its evaluation by individuals is a matter of curiosity. In this context, the main problem of the research was aimed to be illuminated through the relationship with the religious attitudes of individuals exposed to the relevant advertisements. In this direction, the current study consists of four parts. As a research method, a survey was applied to 1069 volunteer participants from undergraduate students studying at various faculties at Sakarya University. The first four questions of the survey form, which consists of three parts and a total of twenty questions, were created to determine demographic information, the next eight questions to determine the religious attitude levels of the individuals, and the last eight questions to determine the perspectives of the Coca-Cola, Burger King and Domino's Pizza brands towards advertisements prepared using Islamic religious symbols.The obtained data were statistically analyzed using the SPSS v.21 program and presented in the study in tables. As a result, it has been observed that as the level of religiosity of individuals increases, their attitudes towards brands such as Coca-Cola, Burger King and Domino's Pizza and their Islamic themed advertisements prepared for the Turkish market become more negative. It is thought that the results of the research based on both literature and method will contribute to the academy and the sector. In addition, as a result of further research evaluating the impact of relevant advertisements, significant cost and labor savings can be achieved for both advertising brands and advertising agencies.