Hussin, RRHussinYusoff, SHSHYusoffYusof, SNMSNMYusof2024-05-292024-05-2920151877-042810.1016/j.sbspro.2015.11.117WOS:000380482100122https://oarep.usim.edu.my/handle/123456789/10904Advertising is an expression of cultural values, and by applying religious elements, it does effect consumer's purchasing behaviour. The effectiveness of television advertising as the medium of communication may affect the purchasing behaviour among Muslim women in order to practice Islam as a way of life. Marxis theory (McFall, 2002) has been used in this research to study the relationship between the people and the object (advertisement). The outcome of this study to see the relationship between the impact of Islamic branding of products and services and the purchasing decisions of modern Malay Muslim women in Kuala Lumpur, Malaysia. (C) 2015 The Authors. Published by Elsevier Ltd.en-USconsumer behaviourIslamic representationtelevision advertisingMuslim womenArticle890895211