Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention

Role of brand experience in shaping brand love

Purpose




The purpose of this paper is to extent the theory of planned behaviour (TPB), when extended by self-identity and religious commitment (RC), and is able to predict Muslim consumers’ willingness to pay (WP) for certified halal food.




Design/methodology/approach




A survey of 277 Muslim consumers in Malaysia was conducted and the cross-sectional data were analysed using the partial least squares technique.




Findings




Attitude (ATT) and religious self-identity (RSI) were found to have a positive impact on WP for certified halal food. Additionally, RC has a positive effect on ATT and RSI and has a positive moderating effect on the relationship between perceived behavioural control and WP.




Practical implications




The findings can benefit halal food companies by offering an insight into the willingness of Muslim consumers to pay for certified halal food.




Originality/value




The findings contribute to the research on halal foods by illustrating the factors that determine Muslim consumers’ WP for certified halal food. This study also extends the understanding of the TPB to the halal food context.

Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour

The purpose of this study is to analyze millennial generation purchase behavior on halal cosmetic products in Indonesia.,The research approach used is a quantitative approach with the research method in the form of a survey and the sampling technique using purposive sampling. The respondents in this study are 206 Muslim females of the millennial generation. Structural equation modeling (SEM) with AMOS software is used for analyzing the data of this study.,This study found that of the 11 hypotheses tested, 10 of them were accepted: H1, H2, H3, H4, H6, H7, H8, H9, H10 and H11. The accepted hypotheses are the influence of perceived value on trust, brand image on trust, brand image on attitude, religious belief on attitude, halal certification on halal awareness, trust on attitude and halal awareness on attitude. As for trust, attitude toward product, halal awareness affects the intention to purchase halal cosmetics. Moreover, H5 was not accepted, namely, the influence of religious belief on halal awareness. The findings of this study are expected to contribute to the development of marketing theory, specifically related to consumer behavior of halal cosmetic products, as well as the development of the concept of consumer behavior based on demographics, namely, the millennial generation.,This study is more comprehensive than previous studies, and this study is focused on the millennial generation.

Purchase behavior of millennial female generation on Halal cosmetic products

The purpose of this paper is to examine the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods.,Using a convenience sampling procedure, 200 questionnaires were distributed to various local higher education institutions with a 64% response rate. A moderated regression analysis is used to test the relationship between awareness and purchase decision, with religiosity as the moderating variable.,As expected, the authors find that among the sample, the level of awareness toward halal foods is high, and that the effect of awareness on purchase decision is positive and significant. Importantly, they find that religiosity acts as a moderating variable on the relationship between awareness and purchase decision.,First, the sample was taken from higher institutions only and respondents were selected using convenience sampling. Hence, it may not be fully representative of the Brunei Muslim population. Second, there may also be omitted variables not considered in the study. Third, the survey instrument and conceptualization of religiosity are both issues that may require further investigation in the literature.,The results indicate that awareness is an important antecedent of Muslim students’ intention to purchase halal foods. Marketers should design their campaigns focusing on creating awareness regarding their compliance with halal products. Moreover, food manufacturers and sellers should use the reliable halal certification and logo as a way to inform their consumers that their products are truly halal.,This study adds to the current limited knowledge of halal foods research. In particular, the authors investigate the moderating effect of religiosity on the relationship between awareness and purchase decision of halal foods.

The effect of halal foods awareness on purchase decision with religiosity as a moderating variable: A study among university students in Brunei Darussalam

The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context,The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework Structural equation modeling is used to assess the fit of framework The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires,Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, ie in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant,In a country like India, which enjoys a sufficiently good percentage of Muslim population (142 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands,Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products

Purchase intention of “Halal” brands in India: the mediating effect of attitude

The purpose of this study is to empirically verify the role of determinants of information quality in shaping attitudes and intention of respondents from major metro cities of India towards electronic word of mouth (e-WOM) using personal identifying information (PII) as a moderator.,For the purpose of measuring the role of information quality in predicting attitude towards e-WOM (moderated by PII), the study proposes and validates the research framework by collecting responses from 375 respondents with diverse demographics, belonging to select metro cities of India.,All the constructs of information quality have a significantly positive effect on attitude of travellers towards e-WOM. Attitude further impacts the behavioural intention to book via an online travel agency/agent (OTA). PII successfully moderated all the hypothesized relationships with attitude except review sidedness.,The study offers a rationale to fill the gap between information quality and attitude as well as exploring new relationships using PII as a moderating variable. It further opens new avenues in researching the behavioural intention of travellers from metro cities of India with the disruptions created by Web 2.0.,OTAs in this competitive time must try to harmonize their systems to create content that is timely updated, unique, convincing and useful to build long-term relationships and generate continued revenues.,In the context of OTAs in India, this study has successfully identified the most relevant constructs of information quality and examined their effectiveness in creating a positive attitude towards e-WOM. The use of contemporary construct “PII” as a moderator will help marketers develop effective strategies for reducing anonymity in reviews and capturing the intention of experience-oriented travellers from the metro cities of India.

Examining moderating role of personal identifying information in travel related decisions

Looking at the paucity of research examining behaviour in reference to sustainable tourism in India, the study aims to propose a framework for predicting the mediating role played by personal norms in determining the intention to adopt sustainable tourism in India.,The study is cross-sectional in nature and has gathered responses from 275 valid respondents with diverse socio-demographic profiles. EFA was conducted, followed by CFA and structural model analysis to test the hypothesized relationships.,The results indicate that all the hypotheses were found to be significant, thus confirming the direct and indirect effect of consumer knowledge and consumer perceived effectiveness on an intention to adopt sustainable tourism.,The study has not just added a different perspective to sustainable tourism but has also attempted to capture the attention of all academicians and practitioners who have sidelined this relevant concept in Indian context.,Marketers aiming to alter tourist’s behaviour with respect to sustainability must understand that they need to redesign their strategies within the context of personal norms or values.,While some of the literature has attempted to explore the attitudinal dimension of environmentally conscious behaviour, there is much scope to examine the factors motivating the formation of intention towards sustainable tourism in Indian context. The confined use of constructs from value-belief-norm model and theory of planned behaviour in sustainable tourism, has led to the development of the proposed research framework in the study.

Towards sustainable tourism: an empirical investigation

The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands.,The proposed research framework has been empirically tested by collecting responses from 403 Muslim respondents of diverse demographics. Structural equation modelling has been used for exploring the underlying relationships between emotions associated with halal brands.,All the proposed hypotheses were positively significant, thus confirming that brand love is significantly affected by brand trust, brand image, self-congruence and brand experience. Further, brand love acts as a significant determinant in shaping brand sacredness, brand fidelity and WOM.,The study has made a significant contribution by exploring the intensity of brand love and its effect on relationship-maintenance triad in halal cosmetic brands in India.,Marketers must understand the emotional side of brands to create synergy in their marketing efforts. Moreover, in the case of religious or faith-based brands, attainment of the highest order of brand love can play a revolutionary role for long-term growth.,In the context of halal cosmetic brands in India, this study has offered a new perspective by extending the literature on consumer-brand relationships. The use of brand fidelity and brand sacredness has enhanced the effectiveness of emotions with which consumers have been looking at brands for ages.

Prerna Garg

Papers

Purchase intention of “Halal” brands in India: the mediating effect of attitude

Role of brand experience in shaping brand love

Examining moderating role of personal identifying information in travel related decisions

Towards sustainable tourism: an empirical investigation

Assessing brand love, brand sacredness and brand fidelity towards halal brands