The Impact of Customer Values, Shariah Value and Religiosity Towards Customer Brand Relationship in Halal Food Sector of Pakistan

Mussadiq Ali Khan, khan (2021) The Impact of Customer Values, Shariah Value and Religiosity Towards Customer Brand Relationship in Halal Food Sector of Pakistan. PhD thesis, Universiti Malaysia Sarawak.

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Abstract

To get success in branding relationship, it is necessary to understand complex construct of brand resonance. Brand resonance is important concept which explains intense loyalty base of brand. It elucidates the brand relationship with their respective consumers. Because of the investigation of customer values, halal brand relationship will assist in comprehension of consumer preference and its effects on religiosity will help in understanding the impact of belief in consumer purchase. The objectives of the study are to investigate the relationship between customer values including Shariah value towards brand relationship quality and brand resonance. Moreover, the other objectives of the study are to investigate the relationship between customer values including Shariah value and brand relationship quality. Adding with this, the other objective is to investigate the mediating effects of brand relationship quality and moderating effect of religiosity in the overall model. For the purpose of investigating these objectives, study was carried out in Rawalpindi/Islamabad, twin cities of Pakistan. Data was collected through stratified random sampling from 410 customer of Halal food. Data was analyzed through smart PLS version 3.0. Through results, it was discovered that there is positive relationship between relational value, utility value, hedonic value and Shariah value and halal brand resonance and potential benefits of halal brands in form of utility, relational benefits, hedonic value and Shariah value impacts in creation of brand resonance. Moreover, it is identified through results that there is no significant moderation role of religiosity between relational value, hedonic value, Shariah value, utility value and Halal brand resonance. It is also found that halal brand relationship quality effectively mediates between utility value, relational value, hedonic value and Shariah value and halal brand resonance. These findings were consistent with theory of social exchange where it was stated that social behaviour (human relationship) is based upon exchange process and potential benefits determines social relationship. Further theoretical and practical implications of the studies are discussed in the study

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