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This paper investigates impact of two dimensions of brand equity i.e.,
brand image and brand awareness on the consumption patterns of h.al¯al/h. ar¯am
products when the consumers are aware of the Islamic Work Ethics (IWE) of the
entity or firm from which they are buying the product. The data were collected from
307 respondents through online surveys and self-administered questionnaires based
on a five-point Likert scale. Correlation and regression analyses were carried out
to examine the effect of the dimensions of brand equity on consumption patterns
of consumers. The findings suggest that both dimensions of brand equity have
a positive impact on consumption patterns of consumers as found by regression
analysis. The moderating effect of IWE was tested by multiple regression for the
two dimensions of brand equity and it was found that IWE of the branding entity
increases the strength of the relationship between the dimensions of brand equity
and the consumption of the consumers. There are implications for marketers and
policy makers. They should keep in mind that Muslims prefer h. al¯al products and
thus stress upon the importance of including h. al¯al branded products in their list of
promoted brands. The main contribution of this paper is that it examines how the
IWE of the chosen firm ultimately affect the consumption of h. al¯al/h. ar¯am products.
The paper also provides managerial implications.
Ferryal Khan, Areeba Sajid , Sohail Kamran. (2019) Dimensions of Brand Equity affecting Consumption of H alal/Haram Products: Moderating Role of Islamic Work Ethics, Journal of Islamic Business and Management, Vol ume 9, Issue 2.
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