Abstract
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.
Mubashar Hassan Zia, Sajjad Hussain, Ali Haider, Shoaib Shafique, Amer Rajput. (2020) Alignment between Brand & Religion: Does it exist?, Journal of Islamic Business and Management, Volume 10, Issue 1.
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