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" Islamic religious beliefs and brand personality towards new product adoption in the islamic market, and scale development and validation "
Ali Homaid Al-Hajla
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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804911
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| Doc. No
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TL49747
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| Call number
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2001166012; 10762557
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| Main Entry
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Doukmak, Noor Alhuda
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| Title & Author
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Islamic religious beliefs and brand personality towards new product adoption in the islamic market, and scale development and validation\ Ali Homaid Al-Hajla
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| College
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University of Hull (United Kingdom)
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| Date
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2014
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| Degree
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Ph.D.
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| student score
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2014
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| Page No
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0
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| Note
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Place of publication: United States, Ann Arbor;
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| Abstract
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Brand personality is considered as an important element in building and maintaining strong and valuable brands. Several brand personality scales have been proposed within the brand marketing literature, but no reliable and valid brand personality scale has yet been produced for the Islamic context. Therefore, scholars and practitioners have been unable to empirically assess brands‘ personalities, identity and image in such a context. In addition to developing a brand personality measure for an Islamic context, this study explored Islamic religious beliefs‘ influence on brand personality. A related scale was conceptually and empirically explored in this research, and the influence of Islamic religious beliefs on subjective norms, perceived behavioural control, relative advantage, compatibility, complexity and new religious compliant product adoption was investigated. The study also examines the moderation effects of the demographic variables of age and income, and the mediation effects of the constructs of subjective norms, perceived behavioural control, relative advantage, compatibility and complexity. This study advances the marketing knowledge by presenting a more critical and empirical understanding of the degree to which Islamic religious beliefs influence a brand personality measure, consumers‘ favouring or not favouring a brand‘s personality, and their adoption of new religious compliant products in religiously featured societies. The influence of Islamic religious beliefs on new product adoption generally has not been investigated previously, with exception of the study by Shabbir (2010), and more specifically no previous study has examined the influential relationship between Islamic religious beliefs and new religious compliant product adoption. Given that the value of while the religious markets‘ is expanding, with the Muslim market value alone estimated to be US
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| Descriptor
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(UMI)AAI10762557;Social sciences
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| Added Entry
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University of Hull (United Kingdom)
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