Cover Image

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,...

Full description

Saved in:
Bibliographic Details
Main Author: Borzooei, Mahdi
Format: Book Section
Language:English
Published: Institute of Graduate Studies, UiTM 2016
Subjects:
Malaysia
Online Access:http://ir.uitm.edu.my/id/eprint/19700/1/ABS_MAHDI%20BORZOOEI%20TDRA%20VOL%209%20IGS%2016.pdf
http://ir.uitm.edu.my/id/eprint/19700/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uitm.ir.19700
record_format eprints
spelling my.uitm.ir.197002018-06-12T05:52:38Z http://ir.uitm.edu.my/id/eprint/19700/ Halal brand and purchase intention of halal processed food in Malaysia: The influence of brand theory and religious commitment / Mahdi Borzooei Borzooei, Mahdi Malaysia Malaysia 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 data 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… Institute of Graduate Studies, UiTM 2016 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/19700/1/ABS_MAHDI%20BORZOOEI%20TDRA%20VOL%209%20IGS%2016.pdf Borzooei, Mahdi (2016) Halal brand and purchase intention of halal processed food in Malaysia: The influence of brand theory and religious commitment / Mahdi Borzooei. In: The Doctoral Research Abstracts. IGS Biannual Publication, 9 (9). Institute of Graduate Studies, UiTM, Shah Alam.
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Malaysia
Malaysia
spellingShingle Malaysia
Malaysia
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 data 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…
format Book Section
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
publisher Institute of Graduate Studies, UiTM
publishDate 2016
url http://ir.uitm.edu.my/id/eprint/19700/1/ABS_MAHDI%20BORZOOEI%20TDRA%20VOL%209%20IGS%2016.pdf
http://ir.uitm.edu.my/id/eprint/19700/
_version_ 1685649246733205504
score 13.211869

Similar Items