Does Religious Orientation Matter? Reassessing the Role of Brand Credibility and Customer Loyalty on the Controversial Brand in Emerging Market
A. Setyawan, R. Sutanto So, C.R. Honantha
Available Online 31 January 2020.
- https://doi.org/10.2991/aebmr.k.200127.059How to use a DOI?
- Halal, Religious Orientation, Brand Credibility, Customer Loyalty
- This study Indonesia is a country with a Muslim-majority population. Halal labels on products and services, especially on food, become essential things to consider in food consumption. Food products that do not have a halal label will certainly cause consumer doubts and become a controversial brand for Muslim consumers in Indonesia. Controversial brands often have high brand credibility in the community in terms of popularity, but do not have a halal label. This study aims to investigate the role of religious orientation, brand credibility, and customer loyalty to controversial brands of food products. Using survey techniques, data obtained from 170 respondents were processed and analyzed using Structural Equation Modeling (SEM). The analysis showed that customer loyalty was influenced by brand credibility, while brand credibility was formed by the positive influence of trustworthiness and perceived quality. Religious orientation moderated the influence of trustworthiness and perceived quality on brand credibility.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - A. Setyawan AU - R. Sutanto So AU - C.R. Honantha PY - 2020 DA - 2020/01/31 TI - Does Religious Orientation Matter? Reassessing the Role of Brand Credibility and Customer Loyalty on the Controversial Brand in Emerging Market BT - Proceedings of the 17 th International Symposium on Management (INSYMA 2020) PB - Atlantis Press SP - 288 EP - 292 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200127.059 DO - https://doi.org/10.2991/aebmr.k.200127.059 ID - Setyawan2020 ER -