Alignment between Brand and Religion: Does It Exist ?

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 loyal...

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Bibliographic Details
Published in:Journal of Islamic Business and Management 2020-06, Vol.10 (1), p.188-201
Main Authors: Shafique , Shoaib, Hussain , Sajjad, Haider , Ali, Rajput , Amer, Zia , Mubashar Hassan
Format: Article
Language:English
Subjects:
ISLAMIC ECONOMICS
ISLAMIC LAW
MARKETING
MARKETING TECHNIQUES
TRADEMARKS
أساليب التسويق
الإقتصاد الإسلامي
التسويق
الشريعة الإسلامية
العلامات التجارية
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Summary: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.
ISSN:2075-6291
DOI:10.26501/jibm/2020.1001-012