Does Religious Orientation Matter? Reassessing the Role of Brand Credibility and Customer Loyalty on the Controversial Brand in Emerging Market

DOI

10.2991/aebmr.k.200127.059How to use a DOI?

Keywords

Halal, Religious Orientation, Brand Credibility, Customer Loyalty

Abstract

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - 10.2991/aebmr.k.200127.059
ID  - Setyawan2020
ER  -