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Combined effects of brand co-creation, customization on brand trust and word-of-mouth : mediating role of perceived brand authenticity and moderating role of need for uniqueness a study from Islamic perspective
Joint Authors
Haydar, Ali
Khan, Muhammad Ishfaq
Source
Journal of Islamic Business and Management
Issue
Vol. 8, Issue 1 (30 Jun. 2018), pp.171-186, 16 p.
Publisher
Riphah International University Riphah Centre of Islamic Business
Publication Date
2018-06-30
Country of Publication
Pakistan
No. of Pages
16
Main Subjects
Economics & Business Administration
Abstract EN
The concept of authenticity in brands is the call of hour.
Despite the recent attempts towards conceptualization of Perceived Brand Authenticity (PBA), researchers seem unwilling to study the predecessors and impact of PBA on other variables and constructs in marketing research.
In this regard, Morhart, Malär, Guèvremont, Girardin, and Grohmann (2015) called for research on the antecedents and consequences of PBA.
Researchers may study customization and co-creation engagement in relation to the PBA (Fritz, Schoenmueller, & Bruhn, 2017; Morhart et al., 2015).
This study is relational/ causal study.
It is based on the responses of variables within the natural settings of the respondents.
The survey questionnaire is filled by customers using different brands and is part of brand fan pages.
Study collected data from 200 customers using branded products through online survey.
From Islamic perspective, results of the study are completely aligned with the teachings of Islam in terms of which one should not spread news that has no proof.
The study suggests that the participants of customization and co-creation process have the proof and evidence to speak truth regarding a brand/product.
This study provides useful implication for researchers and managers; it fills the theoretical gap, and urges managers for co-creation and customization.
American Psychological Association (APA)
Haydar, Ali& Khan, Muhammad Ishfaq. 2018. Combined effects of brand co-creation, customization on brand trust and word-of-mouth : mediating role of perceived brand authenticity and moderating role of need for uniqueness a study from Islamic perspective. Journal of Islamic Business and Management،Vol. 8, no. 1, pp.171-186.
https://search.emarefa.net/detail/BIM-889062
Modern Language Association (MLA)
Haydar, Ali& Khan, Muhammad Ishfaq. Combined effects of brand co-creation, customization on brand trust and word-of-mouth : mediating role of perceived brand authenticity and moderating role of need for uniqueness a study from Islamic perspective. Journal of Islamic Business and Management Vol. 8, no. 1 (2018), pp.171-186.
https://search.emarefa.net/detail/BIM-889062
American Medical Association (AMA)
Haydar, Ali& Khan, Muhammad Ishfaq. Combined effects of brand co-creation, customization on brand trust and word-of-mouth : mediating role of perceived brand authenticity and moderating role of need for uniqueness a study from Islamic perspective. Journal of Islamic Business and Management. 2018. Vol. 8, no. 1, pp.171-186.
https://search.emarefa.net/detail/BIM-889062
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 182-186
Record ID
BIM-889062