Rula M. Al Abdulrazak

Bio: Rula M. Al Abdulrazak is an academic researcher. The author has contributed to research in topics: Brand awareness & Brand equity. The author has an hindex of 1, co-authored 1 publications receiving 17 citations.

Trust, religiosity, and relationship marketing: a conceptual overview of consumer brand loyalty

Abstract: Purpose: Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this is the palpable gap addressed in this paper. Design/methodology/approach: This paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic. Findings: The article emphasises the significance of trust and religiosity in consumers’ commitment to specific market offerings and brands which invariably strengthens relationship marketing. A model entitled Brand, Faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four categories typology of brand position scenarios is suggested in this paper. (1) Passive Brand, Faith relationship, (2) Faith trust established in the absence of brands, (3) Brand Loyalty without any Faith associations, and (4) Brand Loyalty, with Positive Brand, Faith relationship. Research limitations/implications: Practical implications: This paper has significant implications for brand management in relation to segmentation, targeting, and the positioning of brands in the marketplace. It also raises marketers’ consciousness on the potency of trust embedded in consumers’ faith/religiosity in their brand preferences. Originality/value: This paper explores the concepts of trust and consumers’ brand choices within the relationship marketing literature vis-a-vis the role of religion which is rarely examined.

Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food

Abstract: Purpose The purpose of this paper is to: build Muslim consumer decision-making style (MCDMS); analyze the influence of the consumer decision-making style on Muslim behavior to buy halal certified food; analyze the impact of religiosity on Muslim behavior in buying halal-certified food and study the role of religiosity in the relationship between MCDMS and Muslim behavior in buying halal certified food. Design/methodology/approach This study’s target population is the Muslim Indonesian population age at least 18 years old. The self-administered survey method is carried out based on convenience and snowball sampling techniques and the questionnaire is distributed online. This study collects data from 396 Muslim respondents in Indonesia through an online survey. Factor analysis and regression with interaction variables are applied to test the research hypothesis statistically. Findings This study reveals several results: MCDMS produces 10 dimensions; halal consciousness is an important dimension; the perfectionist/high-quality conscious and price-conscious, has a significant negative effect on the intention to buy halal-certified food; the halal consciousness and the recreational/hedonic conscious have a significant positive effect on the intention to buy halal certified food; religiosity has a significant positive impact directly on the intention to purchase halal-certified food; Religiosity positively moderates the impact of a perfectionist/high-quality conscious and price-conscious on the intention to buy halal-certified food. Originality/value This paper will build an MCDMS by adding the dimensions of halal consciousness. The author has not found literature about MCDMS. This research will also study the impact of MCDMS and religiosity on the intention to buy halal-certified food, as well as will study the role of religiosity in relationships between Muslim decision-making styles and intention to buy halal-certified food. Similar research is still very limited in marketing literature.

Impact of materialism on purchase intention of sustainable luxury goods: an empirical study in India

Abstract: Purpose: This study aims to examine the impact of the three dimensions of materialism, namely, possessiveness, envy and non-generosity along with attitude on the purchase intention of sustainable luxury products. Design/methodology/approach: The research study contains a descriptive approach to research with a quantitative analysis done with exploratory and confirmatory factor analysis with 229 respondents. Findings – The findings of the results contribute to research by extending the model of the theory of planned behavior with the material dimensions as an add-on. Research limitations/implications: The same could have been extended to all major metro cities of Indian where luxury brands are present in malls. Practical implications: This shows that the consumer with a high level of materialism trait would be a very prospective segment for sustainable luxury brands. Originality/value: The study shows that the three dimensions of materialism do impact the purchase intention of sustainable luxury producers and these findings will be crucial for devising consumer behaviorbased strategies for sustainable luxury brands.

Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry:

Abstract: The increasing growth of new hotels in the Malaysian domestic market indicates that the hospitality and tourism industry is growing rapidly. As a result, there will be high competition as customers...

Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity

Abstract: The purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media.,The study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity.,The authors’ findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer.,The respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement.,This study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer.,This study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as “social-media disguised snow ball sampling”. Further, this study is one of the few studies in the area of “halal social media”.