Alignment between brand and religion : does it exist ?
Joint Authors
Husayn, Sajjad
Zia, Mubashshir Hasan
Haydar, Ali
Shafique, Shuayb
Source
Journal of Islamic Business and Management
Issue
Vol. 10, Issue 1 (30 Jun. 2020), pp.188-201, 14 p.
Publisher
Riphah International University Riphah Centre of Islamic Business
Publication Date
2020-06-30
Country of Publication
Pakistan
No. of Pages
14
Main Subjects
Abstract EN
Religion is one of the most important source of beliefs and values, which play a pivotal role in shaping behavior, while its implications particularly for consumers’ psychology remain nascent.
Grounding on Social Exchange Theory (SET), this study will address the impact of antecedents on brand loyalty in the presence of religiosity.
For the purpose, total 460 consumers responded to the survey questionnaire.
Based on Structural Equation Modeling, the study found that religious values play a major part in shaping consumer’s brand loyalty and develop theoretical linkages in previously neglected area.
As regards practical implications of the study, managers can make better customer engagement programs like involving them in social causes.
Study also highlights some future avenues.
American Psychological Association (APA)
Zia, Mubashshir Hasan& Husayn, Sajjad& Haydar, Ali& Shafique, Shuayb. 2020. Alignment between brand and religion : does it exist ?. Journal of Islamic Business and Management،Vol. 10, no. 1, pp.188-201.
https://search.emarefa.net/detail/BIM-1255064
Modern Language Association (MLA)
Zia, Mubashshir Hasan…[et al.]. Alignment between brand and religion : does it exist ?. Journal of Islamic Business and Management Vol. 10, no. 1 (2020), pp.188-201.
https://search.emarefa.net/detail/BIM-1255064
American Medical Association (AMA)
Zia, Mubashshir Hasan& Husayn, Sajjad& Haydar, Ali& Shafique, Shuayb. Alignment between brand and religion : does it exist ?. Journal of Islamic Business and Management. 2020. Vol. 10, no. 1, pp.188-201.
https://search.emarefa.net/detail/BIM-1255064
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 198-201
Record ID
BIM-1255064