Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei

Halal is extended beyond religious values into the realm of business and trade and is fast becoming a global brand for both Muslim and non-Muslim consumers. Current international markets need a brand that appeals to global religious consumers and buyers with common values and practices. In response,...

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Main Author:	Borzooei, Mahdi
Format:	Thesis
Language:	English
Published:	2015
Subjects:	Manufacturing industries Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/39945/1/39945.pdf
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id	my-uitm-ir.39945
record_format	uketd_dc
spelling	my-uitm-ir.399452023-01-12T07:23:25Z Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei 2015 Borzooei, Mahdi Manufacturing industries Branding (Marketing) Halal is extended beyond religious values into the realm of business and trade and is fast becoming a global brand for both Muslim and non-Muslim consumers. Current international markets need a brand that appeals to global religious consumers and buyers with common values and practices. In response, this research develops a model to investigate implementing brand theory and model, as well as religious commitment on Halal purchase intention. In particular, the mediation effect of consumer-brand relationships is another considerable stream of this study. A quantitative survey methodology using self-administered questionnaires has been adopted to collect dam for the proposed constructs in the theoretical model. The target sample of this study includes Muslims and non-Muslims in Malaysia by focusing on three ethnic groups (Malays, Chinese and Indians). Structural equation modeling is used to validate the model. The findings of this thesis largely support the hypothesized relationships proposed in the theoretical model. The results of the study indicate that consumer-brand relationships is a completed mediation variable between brand personality appeal, brand personality, and purchase intention. The results also reveal that although religious commitment has direct influence on consumer-brand relationships, it has no significant effect on purchase intention. However, consumer-brand relationships has a significant influence on purchase intention. These results have extensively practical implications for brand building, establishing consumer relationships, and enhancing purchase intention of the Halal brand. In this regard, this study opens a new window for marketers and managers to see Halal as a brand in the market; it also helps marketers to employ different brand strategies in order lo introduce Halal in a unique format in various cultures and countries. In particular, personality of the Halal brand is a significant tool for markers in making concrete relationship with consumers in the marketplace. This study also displays a new platform for consumers (Muslim and non-Muslim) to adopt a unique approach towards Halal. Indeed, it clarifies the evolution of Halal from a religious symbol to a brand. Finally, originality of this thesis improves our understanding of consumers’ relationships with the Halal brand and provides managers with guidance on developing, nurturing, and utilizing these relationships in order to enhance purchase intention of the Halal brand. 2015 Thesis https://ir.uitm.edu.my/id/eprint/39945/ https://ir.uitm.edu.my/id/eprint/39945/1/39945.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Business Management Hashim, Nor Hashima (Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Hashim, Nor Hashima (Dr.)
topic	Manufacturing industries Branding (Marketing)
spellingShingle	Manufacturing industries Branding (Marketing) Borzooei, Mahdi Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei
description	Halal is extended beyond religious values into the realm of business and trade and is fast becoming a global brand for both Muslim and non-Muslim consumers. Current international markets need a brand that appeals to global religious consumers and buyers with common values and practices. In response, this research develops a model to investigate implementing brand theory and model, as well as religious commitment on Halal purchase intention. In particular, the mediation effect of consumer-brand relationships is another considerable stream of this study. A quantitative survey methodology using self-administered questionnaires has been adopted to collect dam for the proposed constructs in the theoretical model. The target sample of this study includes Muslims and non-Muslims in Malaysia by focusing on three ethnic groups (Malays, Chinese and Indians). Structural equation modeling is used to validate the model. The findings of this thesis largely support the hypothesized relationships proposed in the theoretical model. The results of the study indicate that consumer-brand relationships is a completed mediation variable between brand personality appeal, brand personality, and purchase intention. The results also reveal that although religious commitment has direct influence on consumer-brand relationships, it has no significant effect on purchase intention. However, consumer-brand relationships has a significant influence on purchase intention. These results have extensively practical implications for brand building, establishing consumer relationships, and enhancing purchase intention of the Halal brand. In this regard, this study opens a new window for marketers and managers to see Halal as a brand in the market; it also helps marketers to employ different brand strategies in order lo introduce Halal in a unique format in various cultures and countries. In particular, personality of the Halal brand is a significant tool for markers in making concrete relationship with consumers in the marketplace. This study also displays a new platform for consumers (Muslim and non-Muslim) to adopt a unique approach towards Halal. Indeed, it clarifies the evolution of Halal from a religious symbol to a brand. Finally, originality of this thesis improves our understanding of consumers’ relationships with the Halal brand and provides managers with guidance on developing, nurturing, and utilizing these relationships in order to enhance purchase intention of the Halal brand.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Borzooei, Mahdi
author_facet	Borzooei, Mahdi
author_sort	Borzooei, Mahdi
title	Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei
title_short	Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei
title_full	Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei
title_fullStr	Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei
title_full_unstemmed	Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei
title_sort	halal brand and purchase intention of halal processed food in malaysia: the influence of brand theory and religious commitment / mahdi borzooei
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Business Management
publishDate	2015
url	https://ir.uitm.edu.my/id/eprint/39945/1/39945.pdf
_version_	1783734547741933568

Halal brand and purchase intention of Halal processed food in Malaysia: the Influence of brand theory and religious commitment / Mahdi Borzooei

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