Halal Brand Personality and Brand Loyalty among Millenials Modest Fashion Consumers in Malaysia: A Conceptual Paper

Abstract

The growing competition in Malaysia modest fashion industry has proven to be the main challenge for the business to stay relevance in the market. Based on this reason, it is vital for the marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but it is also a common strategy used by the marketers to create competitive advantage for their business. Although, brand personality has been studied on various product brands, but limited research has been done on Muslim products especially modest fashion apparel. Since modest fashion is considered as Muslim products in Malaysia, this paper examines the relationship between Halal brand personality, brand trust and brand loyalty with the aim to provide a better understanding of the Islamic Marketing concept. Contribution/ Originality: This study contributes to the existing literature of Halal brand personality (purity, excitement, sophistication, safety and righteousness) by examining its relationship with the concept of brand loyalty Future researcher is encouraged to test the framework empirically. This proposed research framework will help to improve the modest fashion businesses marketing strategy in Malaysia. 1. INTRODUCTION Recently, modest fashion has made it way to the mainstream. It is so significant that a lot of prominent fashion designers make efforts to break through this market. Mango, DKNY, Zara, Tommy Hilfinger, Dolce and Gabbana, Oscar De La Renta, Uniqlo and Nike are among the designers that jump into the bandwagon to cater modest fashion consumers. In fact, the industry considers modest fashion as the untapped market and need to be recognized especially among the Millennials because they believe that fashion consumption and religion beliefs should not be

Islamic marketing: A literature review and research agenda

“…To keep in line with changing demand, many reputed companies have launched modest fashion lines including U.S.'s Macys and U.K.'s Marks and Spencers. Very few researchers have studied this industry (Teimourpour & Hanzaee, 2014; Zainudin et al., 2018), empirical research is needed to understand and develop this evolving market opportunity.…”

“…Researchers approached IB from various perspectives, including‐definition, types and importance of IB; brand personality, association, credibility and brand equity (Al‐Nashmi & Almamary, 2017; Alserhan, 2010b; Maulan et al., 2016; Mirkhah & Karami, 2019; Wahyuni & Fitriani, 2017; Wilson, 2013; Zainudin et al., 2018). Yet, till today, no discussion is available in IM literature on how to choose IB elements and how to measure brand performance.…”

“…Consumer and customer behaviour are the most widely researched areas in IM literature. Researchers approached customer and consumer behaviour research from various perspectives—from focusing on the role of religiosity on consumer behaviour (Ashraf, 2019; Diandri, 2019; El‐Bassiouny, 2016; Ihtiyar, 2019; Uysal & Okumuş, 2019), customer loyalty (Wahyuni & Fitriani, 2017; Zainudin et al., 2018), behaviour of non‐Muslim customers (Diandri, 2019; Misnan et al., 2018; Wilkins et al., 2019), to focusing on the halal status of consumer purchase (Ireland, 2011). Various factors, such as—religiosity, subjective norms, and ethnocentrism influence the buying and consumption behaviour of consumers.…”

Determining the Brand Loyalty of Health Tourism of Ranong Province, Thailand

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Role of Self-Efficacy in Improving the Lives of Youth in Public Housing

“…Based on the Housing Opportunity & Services Together (HOST) framework developed by Popkin and McDaniel (2013) it concludes that by assisting the needs of vulnerable families will actually reduce the cost of housing maintenance and significantly improve the lives of residents in the housing area. The environment will be cleaner, more orderly, and will cost less to maintain Bin-Zainudin et al (2018). Crime rate and disorder will be reduced when families have a clearer vision and are looking for a better future.…”