Antecedents of consumers’ Halal brand purchase intention: an integrated approach

Abstract

Purpose The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention. Design/methodology/approach A theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand. Findings The empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention. Research limitations/implications The Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products. Practical implications The findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins. Originality/value Although previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.

Sustainable, Smart and Muslim-Friendly Tourist Destinations

“…The traditional segmentation criteria, which involve geographic, sociodemographic, psychographic and behavioral components, need to be revised and new criteria introduced [54]. Although religion and culture are market segmentation variables [55][56][57], in general it seems that a specific app is required, within the world of tourism marketing, that is more in line with religion. To summarize, people travel with all their cultural-religious baggage, and cannot discard it when holidaying in destinations that are culturally different [58].…”

“…This equates to around 1.7 billion people for whom their religion governs their way of life [19,20]. These people evidently constitute a significant market share for many industries [57], including tourism [16,17].…”

Faktor-Faktor Yang Mempengaruhi Intensi Pembelian Kosmetik Halal

“…Dewasa ini, konsumen Muslim dihadapkan dengan berbagai pilihan produk dan jasa halal (Ali, Xiaoling, & Sherwani, 2018). Menurut Hanzae dan Ramezani (2011), industri halal telah berkembang dari sekedar berfokus pada makanan berubah menjadi berbagai industri lainnya yang mencakup non-makanan seperti kosmetik, perlengkapan mandi, keuangan Islam, dan pariwisata.…”

“…Hasil penelitian Suki (2014) memaparkan bahwa keahlian selebriti dan sikap terhadap merek mempengaruhi pembelian kosmetik halal pada konsumen Muslim. Selain itu, intensi pembelian kosmetik halal juga dipengaruhi oleh kualitas produk (quality), citra merek Halal (labeling), kepuasan, kepercayaan, dan loyalitas merek Halal (Ali, Xiaoling, & Sherwani, 2018). Sedangkan menurut Rahman, Asrarhaghighi, & Rahman (2015), intensi pembelian kosmetik halal dipengaruhi oleh religiusitas, pengetahuan dan sikap.…”

Atribut Pemilihan Kualitas Restoran: Citra Merek Dan Harga

“…Kepercayaan memainkan peran penting bagi konsumen dalam membangun citra merek suatu produk (Hyun, Han, & Kim, 2016). Tingkat kepercayaan sebanding dengan tingkat citra merek (Ali et al, 2018). Oleh karena itu, citra merek memiliki efek langsung pada persepsi nilai konsumen, kepercayaan mereka, dan bahkan niat pembelian mereka.…”