The relationship between perceived quality association and purchase intention to patronage Islamic brand restaurants

Mohd Yusof, Yuslina Liza and Wan Jusoh, Wan Jamaliah and Maulan, Suharni (2016) The relationship between perceived quality association and purchase intention to patronage Islamic brand restaurants. In: Regional Islamic Entrepreneurship and Business Conference (RIEBC 2016), 9th-10th August 2016, Melaka. (Unpublished)

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Abstract

Malaysia has gained the reputation as one of the most developed Muslim countries and a Haven for Halal food. Due to increasing trade, tourism and globalization, demand for Halal food which is considered to be high quality, hygienic and delicious is growing both in Malaysia as well as internationally. Therefore, the purpose of this study is to investigate the relationship between perceived quality association and purchase intention to patronage Islamic brand restaurants among Muslims in Malaysia, particularly in the Klang Valley. Using a self-reporting questionnaire, data from 531 respondents were obtained and analysed using SEM-PLS. The results showed that perceived quality association has significant and positive influences on intention to patronage Islamic brand restaurants. Therefore, it is important for Islamic brand restaurants to concentrate on service personnel aspect and food taste in formulating their marketing strategies to sustain their competitive advantage. These insights could be used to overcome the challenges of purchase intention of Islamic brand restaurants.

Item Type:	Conference or Workshop Item (Plenary Papers)
Additional Information:	163/54950
Uncontrolled Keywords:	Islam brand, Customer-based brand equity, perceived quality association, 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 14:33
Last Modified:	25 Jan 2017 14:33
URI:	http://irep.iium.edu.my/id/eprint/54950

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