The effect of Muslim consumers' religiosity on brand verdict
Bahareh Osanlou,
Emad Rezaei
Abstract:Purpose
This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.
Design/methodology/approach
Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.
Findings
The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on… Show more
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