Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia

2019 ◽  
Vol 11 (6) ◽  
pp. 1277-1293
Author(s):  
Muhamad Izzuddin Zainudin ◽  
Faridah Haji Hasan ◽  
Abdul Kadir Othman
Keyword(s):  
Brand Loyalty ◽  
Survey Design ◽  
Empirical Test ◽  
Brand Personality ◽  
Three Dimensions ◽  
Fashion Industry ◽  
Content Type ◽  
Main Challenge ◽  
Fashion Apparel ◽  
The Relationship

Purpose The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but is also a common strategy used by marketers to create competitive advantage for their business. Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Because modest fashion is considered as Muslim products in Malaysia, this paper aims to examine the relationship between Halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing concept. Design/methodology/approach Descriptive survey design was conducted to measure consumer behavior, attitude and perception within a specific period. A total of 400 respondents were identified for the study. Purposive sampling was chosen for this study because the respondents are expected to have same set of characteristics and perceptions toward the phenomena. Five-point Likert scale was used to assess consumers’ perception of the relationship between Halal brand personality and brand loyalty. Last but not least, SPSS software (Version 22.0) was used to analyze the data through multiple regression analysis. Findings The result indicated that only three out of five Halal brand personality dimensions have a significant relationship with brand loyalty. The three significant dimensions are excitement, sophistication and righteousness. It can be concluded that modest fashion brands need to include all of the three dimensions in their branding strategy. Research limitations/implications Two main limitations in this study is that it was conducted only in a stipulated period and it focused only on one generational cohort, which is millennial consumers. Practical implications This study provides new recommendations to the knowledge gap of brand personality introduced by Aaker (1997). It helps the marketers and researchers to understand the importance of emphasizing religious values in marketing Halal products to their consumers. This study further recognizes the relationship between Halal brand personality and brand loyalty, particularly with regard to millennial’s modest fashion consumption. Originality/value Brand personality has received levels of attention from academics and practitioners alike; however, there is a lack of research on Halal brand personality in marketing field, particularly on its relationship with brand loyalty. To the best of the authors’ knowledge, this study presents the first empirical test of the direct effect of Halal brand personality and how it drives millennial consumers’ brand loyalty.

The impact of brand personality on consumer behavior: the role of brand love

2019 ◽  
Vol 23 (1) ◽  
pp. 30-47 ◽  
Author(s):  
Cristela Maia Bairrada ◽  
Arnaldo Coelho ◽  
Viktoriya Lizanets
Keyword(s):  
Consumer Behavior ◽  
Willingness To Pay ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Negative Information ◽  
Active Engagement ◽  
Self Disclosure ◽  
Brand Love ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior. Design/methodology/approach The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling. Findings The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement. Research limitations/implications This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality. Practical implications This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement. Originality/value The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

scholarly journals Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

2017 ◽  
Vol 35 (2) ◽  
pp. 166-179 ◽  
Author(s):  
Sebastian Molinillo ◽  
Arnold Japutra ◽  
Bang Nguyen ◽  
Cheng-Hao Steve Chen
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Consumer Preference ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Trust ◽  
Personality Dimensions ◽  
Content Type ◽  
The Individual ◽  
The Relationship

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

The evolution of brand personality: an application of online travel agencies

2016 ◽  
Vol 30 (5) ◽  
pp. 529-540 ◽  
Author(s):  
Hong-Youl Ha
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Three Dimensions ◽  
Brand Trust ◽  
Carryover Effects ◽  
Content Type ◽  
Brand Evaluations ◽  
Online Travel ◽  
Brand Evolution ◽  
Over Time

Purpose This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty. Design/methodology/approach Using a longitudinal study of online travel consumers, the author demonstrates that the process of brand evolution is related to the investigation of both temporal and carryover effects. Findings The findings show that the effect of the brand personality–brand trust linkage decreases over time and leads to the re-evaluation of three dimensions of brand personality when changes in consumers’ perceptions are involved in brand evaluations. Another interesting finding is that the carryover effects of these three dimensions of brand personality are much stronger and stable than the effects of brand personality and brand loyalty. Furthermore, this research uncovers the important boundary conditions for the effects of brand trust on the brand personality–brand loyalty linkage. Originality/value This study contributes to the growing literature on tourism management by examining both temporal and carryover effects and using the longitudinal approach. Thus, our study extends prior findings by examining the dynamics of brand personality as determinants of brand loyalty as they develop over time.

scholarly journals Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry

2017 ◽  
Vol 35 (3) ◽  
pp. 370-390 ◽  
Author(s):  
Khian Sin Ong ◽  
Bang Nguyen ◽  
Sharifah Faridah Syed Alwi
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Consumer Satisfaction ◽  
Brand Personality ◽  
Online Banking ◽  
Survey Method ◽  
Brand Strategy ◽  
Mediating Effects ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to develop and test a consumer-based virtual brand personality (CBVBP) concept by examining its sub-dimensions in the context of online banking, thus extending existing brand personality research. In addition, it examines the relationship between CBVBP with customer satisfaction and brand loyalty. Design/methodology/approach A survey method was employed and data were collected from 219 online banking users in Malaysia. A series of hypotheses were tested using both multiple and hierarchical regression analyses to determine the direct and mediating effects of CBVBP, customer satisfaction and brand loyalty. Findings The dimensions that comprise CBVBP are found to include Excitement, Sophistication and Competence. These dimensions help online bankers to strategise, communicate and position their online banking sites better in order to compete against other online banking services. The study confirmed positive relationships between CBVBP, customer satisfaction and brand loyalty. Specifically, in the online banking context, customer satisfaction partially mediates the relationship between CBVBP and brand loyalty, extending the current understanding of online branding, consumer satisfaction and brand loyalty. Originality/value The major contribution of this study lies in the development of the CBVBP concept and to study its direct and mediating effects with customer satisfaction and brand loyalty. The study emphasises the importance of measuring the virtual brand personality traits as part of an overall online banking brand strategy in the virtual environment in order to better understand how to position against competitors.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khyati Shetty ◽  
Jason R. Fitzsimmons
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Empirical Support ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Luxury Branding ◽  
Brand Personality Congruence ◽  
The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

Family succession, professionalization and internationalization: a study of Brazilian family businesses

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Augusto Dalmoro Costa ◽  
Aurora Carneiro Zen ◽  
Everson dos Santos Spindler
Keyword(s):  
Family Business ◽  
Family Members ◽  
Secondary Data ◽  
Family Businesses ◽  
Three Dimensions ◽  
Content Type ◽  
The Family ◽  
Two Generations ◽  
Internationalization Strategies ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the relationship between family succession, professionalization and internationalization in family businesses within the Brazilian context.Design/methodology/approachThe paper presents a multiple-case study method with three Brazilian family businesses that have at least two generations of the owning family involved in the business and an international presence of at least three years. In-depth interviews and secondary data were undertaken with family and non-family members of each case.FindingsThe authors' results show that a family business can boost its internationalization by introducing both succession planning and professionalization on international activities. As family members tend to be more risk-averse and focused on keeping the family business within the family, professionalization is a way of improving the firm's ability to expand internationally. This process tends to lead to lower performance by the firm for the first few months or the first year after the investment, but afterward, international performance tends to grow exponentially.Originality/valueOnly a few studies have been concerned on the relationship of these three dimensions. Thus, the research takes into account that professionalization and succession lead family businesses to improve their internationalization strategies.

Agentic work behaviour and thriving at work: role of decision making authority

2018 ◽  
Vol 25 (8) ◽  
pp. 3225-3237 ◽  
Author(s):  
Surendra Kumar Sia ◽  
Pravakar Duari
Keyword(s):  
Decision Making ◽  
Three Dimensions ◽  
Positive Contribution ◽  
Manufacturing Companies ◽  
Content Type ◽  
Independent Contribution ◽  
The Relationship ◽  
Task Focus ◽  
Thriving At Work

PurposeThe purpose of this paper is to examine the contribution of agentic work behaviour and decision-making authority (DMA) to thriving at work and, more importantly, the moderating role of DMA in the relationship between agentic behaviour and thriving.Design/methodology/approachThe study has been carried out upon a random sample of 330 employees below supervisory level from manufacturing companies located at Odisha (a state located at the eastern part of India). After verifying the significance of correlation among the study variables through Pearson’s product moment correlation, moderated regression analyses were carried out to examine the independent contribution of agentic work behaviour and DMA to thriving as well as the moderating contribution of DMA towards thriving.FindingsResults reveal that the three dimensions of agentic work behaviour, namely, task focus, exploration and heedful relation, have a direct positive contribution towards thriving at workplace. As far as the moderation is concerned, it is observed that the thriving level is higher for the employees having high DMA irrespective of the level of agentic work behaviour at each dimension.Research limitations/implicationsThe findings imply for designing interventions to enhance task focus, super-ordinate relationship and interest for learning. In addition, the organisations should provide autonomy to employees for decision making.Originality/valueThe study is first of its kind in the Indian context upon employee thriving. In this study, the authors have not only investigated the separate independent contribution of agentic behaviour and DMA, but also their interacting contribution to employee thriving.

To quit or not to quit

2018 ◽  
Vol 47 (5) ◽  
pp. 1062-1076 ◽  
Author(s):  
Sheng-Wuu Joe ◽  
Wei-Ting Hung ◽  
Chou-Kang Chiu ◽  
Chieh-Peng Lin ◽  
Ya-Chu Hsu
Keyword(s):  
Social Identity Theory ◽  
Organizational Identification ◽  
Turnover Intention ◽  
Ethical Climate ◽  
Three Dimensions ◽  
High Tech ◽  
Questionnaire Response ◽  
Content Type ◽  
The Relationship

Purpose To deepen our understanding about the development of turnover intention, the purpose of this paper is to develop a model that explains how ethical climate influences turnover intention based on the ethical climate theory and social identity theory. Design/methodology/approach The hypotheses of this study were statistically tested using a survey of working professionals from Taiwan’s high-tech industry. Of the 400 questionnaires distributed to the working professionals from five large high-tech firms in a well-known science park in Northern Taiwan, 352 usable questionnaires were returned for a questionnaire response rate of 88 percent. Findings The test results of this study first show that all three dimensions of ethical climate (i.e. instrumental, benevolent, and principled) are indirectly related to turnover intention via the mediation of firm attractiveness. Moreover, instrumental and benevolent climate directly relate to turnover intention, whereas benevolent climate negatively moderates the relationship between principled climate and firm attractiveness. Originality/value This study finds that benevolent climate plays a dual role as an antecedent and a moderator in the formation of turnover intention, complementing prior studies that merely concentrate on the single role of benevolent climate as either an antecedent or a moderator. The effect of principled climate on organizational identification complements the theoretical discussion by Victor and Cullen (1987) about deontology in which an ethical workplace climate (such as legitimacy) drives employees to invest in identity attachments to the organization and influences their future career decision (e.g. turnover).

Does beauty matter?

Kybernetes ◽  
2019 ◽  
Vol 48 (3) ◽  
pp. 362-384
Author(s):  
Wei-Lun Chang
Keyword(s):  
Social Anxiety ◽  
Public Relations ◽  
Physical Attractiveness ◽  
Two Dimensions ◽  
Team Work ◽  
Three Dimensions ◽  
Self Organizing Maps ◽  
Content Type ◽  
The Relationship ◽  
Public Self Consciousness

PurposeThe purpose of this study is to explore the relationship between self-consciousness and physical attractiveness from a psychological perspective, examining the relationship of physical attractiveness with the three dimensions of self-consciousness.Design/methodology/approachThe research involved investigating the relationship between self-consciousness and physical attractiveness, focusing on how the three self-consciousness dimensions (i.e., private self-consciousness, public self-consciousness and social anxiety) affected physical attractiveness. Clustering techniques using self-organizing maps of data mining and decision trees were used in this study. The primal concept of clustering entails grouping unsorted and disorganized raw data and arranging data with similar properties into clusters. Classification primarily involves establishing classification models according to the category attributes of existing data. These models can be used to predict the classes of new data and determine interdata relationships and data characteristics.FindingsPublic self-consciousness was most strongly related to physical attractiveness, whereas the other two dimensions exhibited no obvious relationship to physical attractiveness. It may be concluded that people with higher physical attractiveness draw attention from others more easily and are more likely to be evaluated positively, and that they thus tend to be more confident in front of others and less likely to care about the opinions of others. Alternatively, perhaps people with lower public self-consciousness care less about how others view them and have the courage to express themselves, which signifies confidence and increases their physical attractiveness.Practical implicationsThis research investigated the importance of self-consciousness that may apply to recruitment in practice. People with low public self-consciousness may have high confidence and efficiency. People have low social anxiety may not be nervous or anxious in public and easy to speak to strangers. This kind of employees are appropriate for the jobs involving team work and interaction such as public relations. Hence, companies can apply our findings to search appropriate employees except the first impression of appearance.Originality/valueThe results revealed that high physical attractiveness is related to low public self-consciousness, whereas low physical attractiveness is related to high public self-consciousness. Good-looking people tend to attract attention from others. The relationship between private self-consciousness and physical attractiveness is non-significant. The relationship between social anxiety and physical attractiveness is non-significant.

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