Islamic Branding as a Tool for Customer Retention: Antecedents and Consequences of Islamic brand loyalty
by Mohammad Rashed Hasan Polas; Asghar Afshar Jahanshahi; Md Lutfor Rahman
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 3, No. 1, 2018

Abstract: The main purpose of this paper is to analyse the effects of the characteristics of Halal products and the corporate image on Islamic brand loyalty. The relationship between Islamic brand loyalty and customer retention was further researched using survey data of 189 randomly selected Muslim customers of Halal products in Malaysia. The findings confirmed a positive significant relationship between Islamic product characteristics and the corporate image on Islamic brand loyalty. A positive relationship between Islamic product characteristics and Islamic brand loyalty on customer retention was also found. However, the paper didn't find any significant relationship between the corporate image and customer retention, in contrast with the earlier findings.

Online publication date: Thu, 10-May-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com