Purpose The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but is also a common strategy used by marketers to create competitive advantage for their business. Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Because modest fashion is considered as Muslim products in Malaysia, this paper aims to examine the relationship between Halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing concept. Design/methodology/approach Descriptive survey design was conducted to measure consumer behavior, attitude and perception within a specific period. A total of 400 respondents were identified for the study. Purposive sampling was chosen for this study because the respondents are expected to have same set of characteristics and perceptions toward the phenomena. Five-point Likert scale was used to assess consumers’ perception of the relationship between Halal brand personality and brand loyalty. Last but not least, SPSS software (Version 22.0) was used to analyze the data through multiple regression analysis. Findings The result indicated that only three out of five Halal brand personality dimensions have a significant relationship with brand loyalty. The three significant dimensions are excitement, sophistication and righteousness. It can be concluded that modest fashion brands need to include all of the three dimensions in their branding strategy. Research limitations/implications Two main limitations in this study is that it was conducted only in a stipulated period and it focused only on one generational cohort, which is millennial consumers. Practical implications This study provides new recommendations to the knowledge gap of brand personality introduced by Aaker (1997). It helps the marketers and researchers to understand the importance of emphasizing religious values in marketing Halal products to their consumers. This study further recognizes the relationship between Halal brand personality and brand loyalty, particularly with regard to millennial’s modest fashion consumption. Originality/value Brand personality has received levels of attention from academics and practitioners alike; however, there is a lack of research on Halal brand personality in marketing field, particularly on its relationship with brand loyalty. To the best of the authors’ knowledge, this study presents the first empirical test of the direct effect of Halal brand personality and how it drives millennial consumers’ brand loyalty.
This study investigates the role of organizational commitment as a mediator between the Islamic work environment and the employee’s job satisfaction and performance. The study was conducted through the review of previous literature on the variables. It was discovered that previous studies did not include Islamic values as part of their workplace environment framework and only investigate the effect of organizational commitment as the result instead of moderating variable. Thus, a new conceptual model is proposed which will include the Islamic workplace environment as the independent variable, job satisfaction and performance as the dependent variable and organizational commitment as the moderating variable. The model is expected to provide a better understanding to the organization, especially Multinational Corporations (MNC) in understanding the importance of providing Islamic workplace environment for their employees.
The growing competition in Malaysia modest fashion industry has proven to be the main challenge for the business to stay relevance in the market. Based on this reason, it is vital for the marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but it is also a common strategy used by the marketers to create competitive advantage for their business. Although, brand personality has been studied on various product brands, but limited research has been done on Muslim products especially modest fashion apparel. Since modest fashion is considered as Muslim products in Malaysia, this paper examines the relationship between Halal brand personality, brand trust and brand loyalty with the aim to provide a better understanding of the Islamic Marketing concept. Contribution/ Originality: This study contributes to the existing literature of Halal brand personality (purity, excitement, sophistication, safety and righteousness) by examining its relationship with the concept of brand loyalty Future researcher is encouraged to test the framework empirically. This proposed research framework will help to improve the modest fashion businesses marketing strategy in Malaysia. 1. INTRODUCTION Recently, modest fashion has made it way to the mainstream. It is so significant that a lot of prominent fashion designers make efforts to break through this market. Mango, DKNY, Zara, Tommy Hilfinger, Dolce and Gabbana, Oscar De La Renta, Uniqlo and Nike are among the designers that jump into the bandwagon to cater modest fashion consumers. In fact, the industry considers modest fashion as the untapped market and need to be recognized especially among the Millennials because they believe that fashion consumption and religion beliefs should not be
Lecturers have a significant influence on the process of quality development in higher education institutions, namely in fulfilling the targets of national education (enhancing intellectual capacity of the nation and developing civilized people). They can contribute to higher education institutions provided that they maintain effective efforts (in terms of quantity and direction), good attitudes, motivation to work and are supported by their institutions. Hence, it is crucial for lecturers to recognize their responsibility and performance, as well as measure their efforts according to the indicator of success. One way to improve organizational performance is by identifying the extent of lecturers' work engagement. Several studies have examined such components of work engagement as self-efficacy, optimism, hope and resilience. The present study aims to consider several psychological constructs related to self-efficacy, optimism, hope, and resilience which influence work engagement, using a mediator variable of perceived organizational support on lecturers of public higher education institutions in Surakarta. Samples include 393 lecturers of Universitas Sebelas Maret Surakarta. Data were analyzed using Structural Equation Modeling (SEM) with the application of Lisrel 8.70 program. The analysis results indicate that 1) the model is considered fit, 2) there is a significant influence of self-efficacy, optimism, hope and resilience on lecturers' work engagement, and 3) perceived organization support is a good mediator to connect the variables.
Contribution/ Originality: This study contributes in the existing literature on branding strategy by including Halal branding strategy. Most studies investigate Halal as part of separate phenomenon such as marketing strategy, and Halal certification system. It is hoped that this article may contribute to the existing literature on branding strategy
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