Journal Press India^®

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This study examines how religious imagery influences consumer perceptions by comparing icons, such as visuals of the Kedarnath Temple, with symbols from Shaivite traditions. Based on symbolic interactionism, three experiments involving 150 participants assessed secular product advertisements by focusing on brand affect, trust, and purchase intention. The results indicate that religious icons provoke stronger emotional reactions and greater brand trust than symbols do, particularly among consumers with strong religious beliefs. The direct cultural significance of icons fosters deeper connections and enhances the brand’s perceived authenticity. However, ethical issues arise due to the commercial use of these sacred elements. This study underscores the importance of culturally sensitive marketing strategies that balance brand appeal with respect to religious contexts, especially in areas with rich spiritual heritage, such as Uttarakhand. These findings connect sacred symbolism with consumer behaviour, offering guidance for ethical advertising practices in culturally significant environments.

Keywords

Religious icons; Religious symbols; Brand evaluation; Symbolic interactionism; Kedarnath temple; Consumer behavior

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