Title: Islamic Branding as a Tool for Customer Retention: Antecedents and Consequences of Islamic brand loyalty

Authors: Mohammad Rashed Hasan Polas; Asghar Afshar Jahanshahi; Md Lutfor Rahman

Addresses: Center for Post Graduate Studies, Limkokwing University of Creative Technology, Cyberjaya, 63000, Selangor, Malaysia ' CENTRUM Católica Graduate Business School, Pontificia Universidad Católica del Perú, Peru ' Department of Business Administration, Northern University Bangladesh, Holding No. 54, Rd. No. 4/A, Dhaka -1209, Bangladesh

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.

Keywords: Islamic brand loyalty; corporate image; Halal product characteristics; customer retention.

DOI: 10.1504/IJIMB.2018.091648

International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.1, pp.1 - 14

Received: 08 Aug 2017
Accepted: 18 Oct 2017
Published online: 10 May 2018 *

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