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Does Religious Commitment Matter in the Relationship Between Brand Personality and Purchase Intention on Halal Brand? Evidence from Consumers in Indonesia

Author

Listed:
  • M.Dharma Tuah Putra NASUTION

    (University of Pembangunan Panca Budi, Indonesia)

  • Yossie ROSSANTY

    (University of Pembangunan Panca Budi, Indonesia)

  • Prana Ugiana GIO

    (University of Sumatera Utara, Indonesia)

Abstract

The purpose of this study is to investigate a model of brand personality and the effect of a halal brand on purchase intentions, particularly, by highlighting of religious commitment mediated between brand personality, and purchase intentions on a Halal brand. This study uses a path analysis with the main concepts of brand personality, religious commitment, and purchase intentions. The sampling method used non-probability sampling. Data were collected from 120 respondents at several supermarkets in North Sumatera, Indonesia. Findings of the study indicated that brand personality does not have a significant and positive effect on the purchase intention of a Halal brand. However, the role of religious commitment is significant in mediating the relationship between brand personality and purchase intentions of a Halal brand. Finally, the results of this study also showed the total effects between brand personality, purchase intentions, and religious commitment. Dimensions of brand personality were not always relevant on the dimensions of a Halal brand.

Suggested Citation

  • M.Dharma Tuah Putra NASUTION & Yossie ROSSANTY & Prana Ugiana GIO, 2016. "Does Religious Commitment Matter in the Relationship Between Brand Personality and Purchase Intention on Halal Brand? Evidence from Consumers in Indonesia," Expert Journal of Marketing, Sprint Investify, vol. 4(2), pages 31-38.
    • Handle: RePEc:exp:mkting:v:4:y:2016:i:2:p:31-38
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    References listed on IDEAS

    as
    1. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    2. Hamza Khraim, 2010. "Measuring Religiosity in Consumer Research From an Islamic Perspective," Journal of Economic and Administrative Sciences, Emerald Group Publishing Limited, vol. 26(1), pages 52-78, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Personality; Religious Commitment; Purchase Intention; Halal Brand; Brand;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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