Impact of the Strength of Religious Beliefs on Brand Love in the Islamic Market

Waleed Yousef (), Pantea Foroudi (), Shahzeb Hussain (), Najwa Yousef (), T. C. Melewar () and Charles Dennis ()
Additional contact information
Waleed Yousef: Royal Commission
Pantea Foroudi: Middlesex University London
Shahzeb Hussain: Northumbria University
Najwa Yousef: Imam Abdulrahman Bin Faisal University
T. C. Melewar: Middlesex University London
Charles Dennis: Middlesex University London

Corporate Reputation Review, 2022, vol. 25, issue 1, No 1, 18 pages

Abstract: Abstract By drawing on the theory of planned behaviour and attachment theory, the purpose of this study is to understand how religious beliefs influence Muslim consumers towards brand love, how Muslim consumers are influenced by their Sharia sources, whether Muslim consumers strictly follow the Sharia sources while behaving towards brand love and whether the brand love concept in Islam is different from brand love concept in the current literature. In order to gain a better understanding of the research phenomenon, a qualitative research method was used in this study. Five in-depth focus groups were conducted with Muslim consumers in Saudi Arabia. The researchers developed a conceptual framework based on the theory of planned behaviour and attachment theory that offers propositions regarding the key determinants (subjective norms, religious beliefs and perceived behaviour control) and consequence of purchase intention, as a newly proposed concept. This paper proposes that consumer’s beliefs support companies to have their brands loved, which will lead to positive word-of-mouth and purchase intention as a major consequence of brand love. Main implications for researchers and brand managers are highlighted.

Keywords: Theory of planned behaviour; Islamic brand love; Subjective norms; Religious beliefs; Perceived behaviour control; Word-of-mouth; Brand loyalty; Purchase intention (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41299-020-00108-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:crepre:v:25:y:2022:i:1:d:10.1057_s41299-020-00108-y

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41299

DOI: 10.1057/s41299-020-00108-y

Access Statistics for this article

Corporate Reputation Review is currently edited by Guido Berens

More articles in Corporate Reputation Review from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().