The Impact of Celebrity Endorsement Approach to Halal Cosmetic Purchase: A Qualitative Study

Alam, Azhar; Nurwardani, Woro

doi:10.4108/eai.18-11-2020.2311659

Cited by 1 publication

(1 citation statement)

References 6 publications

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“…If this element is missing in the product, then female consumers will opt for the product substitutes, because in Pakistan consumers have so many options regarding halal cosmetics. Fifth, through this study, marketers would realize the importance of endorsing celebrity for the promotion of halal cosmetics because millennial Muslim female consumers in Pakistan have trust on halal cosmetics products and celebrity endorsement will further create their emotional attachment with the desired brand (Alam and Nurwardani, 2021). Sixth, the current study plays a vital role in enhancing marketers’/advertisers’ understanding of the advertising campaign that they should educate the consumers about the product information and ingredients and should tell them that the product is entirely halal and manufactured according to the Islamic laws and sharia.…”

Section: Implications and Future Researchmentioning

confidence: 99%

Attitude, repurchase intention and brand loyalty toward halal cosmetics

Hussain

Fayyaz

Shamim

et al. 2023

JIMA

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Purpose This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Muslim female consumers shape consumer attitude. Design/methodology/approach The present study used the quantitative research design and deductive approach to collect the data from 275 halal cosmetics users in Pakistan by using a judgmental sampling approach. Findings Findings of the study provide useful insights for both theory and practice. The results support product quality, religious belief and trust on halal cosmetics as predictors of consumer’s attitude toward halal cosmetics that further develop consumers’ repurchase intention, which in turn enhances their overall brand loyalty. Besides, the findings also show that consumer repurchase intention has a mediating effect between consumer attitude toward halal cosmetics and consumer brand loyalty. Practical implications The current study helps in advancing practitioners’ understanding of female consumers’ brand loyalty in the halal cosmetics context. This study is considered to be greatly helpful for managers to gain knowledge about how repurchase intention and brand loyalty of millennial Muslim female consumers can be developed in the halal cosmetics segment, especially in the case of Pakistan. Originality/value Brand loyalty has been investigated by previous studies through different predictors and antecedents. This study contributes to the literature of brand loyalty by empirically examining and validating the different antecedents of consumer attitude that are accountable for creating consumer brand loyalty in the domain of halal cosmetics within the Pakistani cultural context. The current study also enhances the previous scholarly understanding on halal cosmetics by investigating the mediating role of consumer repurchase intention of halal cosmetics that further extends the discussion for both theory and practice.

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Section: Implications and Future Researchmentioning

confidence: 99%