Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin

This research analyzed Malaysia Millennials modest fashion consumers’ brand loyalty. Two issues highlighted in this research are the challenges face by modest fashion brands in Malaysia to survive in the market and creating consumers’ brand loyalty and the effectiveness of social media as a platform...

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Main Author:	Zainudin, Muhamad Izzuddin
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Halal food
Online Access:	https://ir.uitm.edu.my/id/eprint/82405/1/82405.pdf
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id	my-uitm-ir.82405
record_format	uketd_dc
spelling	my-uitm-ir.824052024-05-25T17:20:50Z Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin 2019 Zainudin, Muhamad Izzuddin Halal food This research analyzed Malaysia Millennials modest fashion consumers’ brand loyalty. Two issues highlighted in this research are the challenges face by modest fashion brands in Malaysia to survive in the market and creating consumers’ brand loyalty and the effectiveness of social media as a platform of communication between modest fashion brands and their consumers in creating brand loyalty. In order to address both of the first issue, the concept of Halal brand personality which consists of five dimensions (purity, excitement, safety, sophistication and righteousness) was introduced as independent variables to attract consumers’ brand loyalty. Next, social media was taken as the moderating variable to measure its effectiveness as a communication platform in strengthening the relationship of Halal brand personality and brand loyalty. Quantitative approach using self-administered questionnaires with 5-point Likert scale was distributed to 400 respondents who were female Malaysian Millennials modest fashion consumers. Purposive sampling was chosen because probability sampling criteria cannot meet. Statistical analysis was conducted using Statistical Package for Social Sciences (SPSS) version 24 to test the reliability, validity leading to hypothesis testing. Multiple regression analysis (MRA) was conducted to examine the direct relationship between Halal brand personality as independent variables and brand loyalty as the dependent variable. Hierarchical multiple regression (HRA) was then conducted to check the interactive effects and moderating effects of social media on the equation. This study revealed that three out of five Halal brand personality dimensions namely excitement, sophistication and righteousness have significant relationship with brand loyalty. However, social media was found to be insignificant moderator to Halal brand personality and brand loyalty. As a conclusion, the researcher suggested for modest fashion marketers to include three significant Halal brand personality dimensions as part of their marketing strategy and shift their focus to other traditional media or combination of both traditional and new media in order to attract their consumers’ brand loyalty. This research contributes to both practical and theoretical implications by identifying new framework to be used by the marketers in creating Millennials modest fashion consumers’ brand loyalty and to academician by adding new body of knowledge to Islamic marketing and branding field. 2019 Thesis https://ir.uitm.edu.my/id/eprint/82405/ https://ir.uitm.edu.my/id/eprint/82405/1/82405.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Business and Management Hassan, Faridah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Hassan, Faridah
topic	Halal food
spellingShingle	Halal food Zainudin, Muhamad Izzuddin Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin
description	This research analyzed Malaysia Millennials modest fashion consumers’ brand loyalty. Two issues highlighted in this research are the challenges face by modest fashion brands in Malaysia to survive in the market and creating consumers’ brand loyalty and the effectiveness of social media as a platform of communication between modest fashion brands and their consumers in creating brand loyalty. In order to address both of the first issue, the concept of Halal brand personality which consists of five dimensions (purity, excitement, safety, sophistication and righteousness) was introduced as independent variables to attract consumers’ brand loyalty. Next, social media was taken as the moderating variable to measure its effectiveness as a communication platform in strengthening the relationship of Halal brand personality and brand loyalty. Quantitative approach using self-administered questionnaires with 5-point Likert scale was distributed to 400 respondents who were female Malaysian Millennials modest fashion consumers. Purposive sampling was chosen because probability sampling criteria cannot meet. Statistical analysis was conducted using Statistical Package for Social Sciences (SPSS) version 24 to test the reliability, validity leading to hypothesis testing. Multiple regression analysis (MRA) was conducted to examine the direct relationship between Halal brand personality as independent variables and brand loyalty as the dependent variable. Hierarchical multiple regression (HRA) was then conducted to check the interactive effects and moderating effects of social media on the equation. This study revealed that three out of five Halal brand personality dimensions namely excitement, sophistication and righteousness have significant relationship with brand loyalty. However, social media was found to be insignificant moderator to Halal brand personality and brand loyalty. As a conclusion, the researcher suggested for modest fashion marketers to include three significant Halal brand personality dimensions as part of their marketing strategy and shift their focus to other traditional media or combination of both traditional and new media in order to attract their consumers’ brand loyalty. This research contributes to both practical and theoretical implications by identifying new framework to be used by the marketers in creating Millennials modest fashion consumers’ brand loyalty and to academician by adding new body of knowledge to Islamic marketing and branding field.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Zainudin, Muhamad Izzuddin
author_facet	Zainudin, Muhamad Izzuddin
author_sort	Zainudin, Muhamad Izzuddin
title	Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin
title_short	Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin
title_full	Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin
title_fullStr	Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin
title_full_unstemmed	Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin
title_sort	establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in malaysia / muhamad izzuddin zainudin
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business and Management
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/82405/1/82405.pdf
_version_	1804889710749810688

Establishing the relationship between halal brand personality and brand loyalty: the moderating effect of social media among millennials’ modest fashion consumers in Malaysia / Muhamad Izzuddin Zainudin

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