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Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity

Mohd Yusof, Yuslina Liza and Wan Jusoh, Wan Jamaliah and Maulan, Suharni (2016) Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity. In: Terengganu International Business and Economics Conference 2016 (TIBEC V), 22nd-23rd September 2016, Kuala Terengganu, Terengganu.

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The growth of the global Muslim population has presents opportunities and challenges to marketers for tapping the rising Sharia compliant market especially in the food service and hospitality industry. The demand for Halal food is growing in Malaysia and internationally as a result of increasing trade, tourism and globalization. Muslim consumers want brands that may talk what they really are in terms of benefits and values in Islam as well as the brand that reflects them as Muslims. Therefore, this conceptual paper presents a research model that aims to examine and investigate the determinants which influence the intention to patronage Islamic brand restaurants. The research model consists of seven latent variables, six exogenous variables and one endogenous variable. The exogenous variables consist of brand awareness, trust associated with Halal certification, brand of origin (BOO) association and perceived quality (value for money, atmospheric, food taste and service personnel) which are the Customer-Based Brand Equity (CBBE) model. This model also integrated with TPB variables which are attitude, subjective norms and perceived behavioural control, will be moderated by the level of religiosity. Meanwhile endogenous variable is the intention to patronage Islamic brand restaurants. The data were collected via a self-report questionnaire in Klang Valley and the hypothetical relationships were examined using Structural Equation Modelling- Partial Least Square (SEM-PLS).

Item Type: Conference or Workshop Item (Plenary Papers)
Additional Information: 163/54949
Uncontrolled Keywords: Islamic brand; Theory of Planned Behaviour; Islamic brand restaurant; Religiosity; SEM-PLS
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Wan Jamaliah Wan Jusoh
Date Deposited: 25 Jan 2017 09:31
Last Modified: 25 Jan 2017 09:31
URI: http://irep.iium.edu.my/id/eprint/54949

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