Is Islamic brand attitudes influence Thai Muslims’ buying behavioural intentions: a quantitative analysis using smart-PLS

Abstract

Purpose In southeast Asia, international companies are growing to serve customers with multiple faiths. This study aims to focus on Thailand and it is one of Southeast Asia’s nations and it has Muslim minority customers. To represent Thai Muslim companies, Thai Muslims are marketing their goods by bearing the tagline “we are Islamic”. Scholars described it as “Islamic brands”. This research describes the significant feature of Islamic brands between Thai Muslim people. It examines, which of the Islamic brand dimensions motivates Thai customers towards buying Islamic brands. Design/methodology/approach The current study’s conceptual model was the theory of planned behaviour (TPB) and 281 Thai Muslims responded via a standardised survey. The data was collected from four southern Thailand provinces (Narathiwat, Pattani, Satun and Yala) and the statistical application Smart-partial least-squares 3 was used for data analysis. Findings The most significant factor motivating Thai Muslims towards purchasing Islamic brands is the customer’s Islamic brand. The second factor was the Islamic brands by compliance and Islamic brands by country of origin. Research limitations/implications Three regions in Thailand have been researched, as well as the results concentrate only on three Islamic brand attitudes as independent variables and the development of behavioural expectations of TPB. This research also presents a model that could help understand the consumer perceptions about Islamic brands and established brands amongst various consumers. Practical implications The present research applies to small companies and multi-national businesses, as it illuminates and recognises the image of Islamic brands and suggests the preferences of customers in selecting the brand of Islamic brand. Originality/value The current study aims to explain Thai Muslim customers’ buying behavioural intentions while purchasing Islamic brands in Thailand.

Religiosity versus profit-loss sharing: how Islamic banks brand fidelity influence the Muslim consumers’ commitment

“…Besides, according to Aksoy and Abdulfatai (2019), Bananuka et al (2020), Kipnis et al (2019) and Sadiq and Ahmad (2022), culture and religiosity have a positive effect on Muslim consumers’ preferences. Other scholars argued Islamic brand (Abalkhail, 2021; Jan and Shafiq, 2021; Salehzadeh et al , 2021; Singkheeprapha et al , 2021), consumers’ awareness (Islam and Rahman, 2017), materialism (Islam and Chandrasekaran, 2019; Junaidi et al , 2022; Pratono, 2019; Rahman et al , 2017; Ramazani and Kermani, 2021; Zakaria et al , 2021) and commitment (Junaidi et al , 2021; Tabrani et al , 2018) play an important role to influence Muslim decision to adopt Islamic bank. However, the study of religion in marketing has been the sparse and mixed results, such as religiosity has a positive effect on reducing consumers’ view of materialism in Iran (Ramazani and Kermani, 2021), Indonesia (Pratono, 2019) and Malaysia (Amin, 2020b) and profit-sharing governance (Yaya et al , 2021).…”

“…Interestingly, materialism also possibly bridges religiosity and consumers’ commitment to specific products and services (Adil, 2021; Yaya et al , 2021). Bananuka et al (2020) and Kaawaase and Nalukwago (2017) found that religiosity positively affects the intention to adopt Islamic banking in Uganda and Thailand (Singkheeprapha et al , 2021). Similarly, Lujja et al (2016) concluded that Muslims’ attitudes and social norms have an essential role in influencing people’s decisions.…”

A systematic review of customer Sharia compliance behaviour in Islamic banks: determinants and behavioural intention

“…By using halal or riba -free items, banks that already have an Islamic brand will influence customers’ behaviour and demonstrate that they are committed Muslims (Ahmed et al , 2022; Singkheeprapha et al , 2022; Sukhabot and Jumani, 2023). After the establishment of Islamic branding, customers’ minds will be occupied with the behaviour of a continued intention to use Islamic bank products.…”

Development and validation of key antecedents of religious brand attitude: a cross-cultural quantitative analysis using smart PLS

“…According to the most recent research, the Islamic name of a brand, the presence of Halal components in a brand and satisfaction with an Islamic brand in a consumer country are all factors that are considered positives (Jumani and Sukhabot, 2020). Based on the results of a previous study, it was determined that the Islamic brand was developed with the intention of catering to Muslim consumers of goods manufactured in nations that do not practice Islam (Singkheeprapha et al , 2021). It indicates that the Islamic brands by customer perspective of branding concept is appropriate and suggests that the product with the Islamic tag line developed for targeting the customer’s religion (Islam).…”