Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products
Consumers often perceive halal store brand products as inexpensive and of inferior quality. This misconception persists, despite the general perception of halal products as safe and affordable due to their halal certification. While, halal certification guarantees adherence to Shariah law through...
| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/117997/ http://psasir.upm.edu.my/id/eprint/117997/1/117997.pdf |
| _version_ | 1848867401281568768 |
|---|---|
| author | Isa, Maryam Ladi |
| author_facet | Isa, Maryam Ladi |
| author_sort | Isa, Maryam Ladi |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Consumers often perceive halal store brand products as inexpensive and of inferior
quality. This misconception persists, despite the general perception of halal products
as safe and affordable due to their halal certification. While, halal certification
guarantees adherence to Shariah law throughout the supply chain, instances of
violations have eroded consumer trust in halal store-brand products. Given the nascent
nature of halal store-brand research in Malaysia, this study investigates the influence
of brand equity dimensions on Malaysian consumers repurchase intentions for these
products. The equity dimensions included in this study are brand awareness, brand
perceived quality, brand loyalty, brand association, brand image, brand perceived
value, brand trust, brand price, brand satisfaction, perceived behavioural control,
attitude and subjective norms. The specific objectives are: to identify the brand equity
dimensions that influence Malaysian consumers repurchase intentions for halal storebrand
products; to determine which brand equity dimensions have the most significant
influence on repurchase intentions; to evaluate the mediating effect of halal store brand association on halal store-brand image, perceived value, trust, price and
satisfaction and to assess the repurchase intention levels of Malaysian consumers for
halal store-brand products and evaluate the influence of attitude, subjective norms, and
perceived behavioral control in shaping these intentions. Employing the Consumer-
Based Brand Equity (CBBE) Theory and the Theory of Planned Behaviour (TPB), a
quantitative research design was adopted. Data were collected from 440 respondents
in the Klang Valley, Selangor, Malaysia, using an online questionnaire. Structural
Equation Modelling (PLS-SEM) was used for data analysis. The key findings show
halal store-brand awareness, perceived quality, loyalty, perceived behavioural control,
and attitude have significant positive influence on consumers repurchase intention of
halal store-brand products. Results show halal store-brand awareness is the most
influential equity dimension, halal store-brand association mediates the influence of
halal store-brand image, perceived value, and satisfaction on repurchase intention and
majority of consumers have a high intention to repurchase halal store-brand products.
Practically, the audience for this study includes retailers, marketers (such as
hypermarket and supermarket owners) brand managers, who focused on halal
products, and branding. Specifically, to those involved in Islamic consumer markets,
halal brand management, and retail strategy development. Marketers should capitalize
on consumers positive associations to strengthen brand image, perceived value,
satisfaction, foster consumers positive attitude towards halal store-brands in their
marketing strategies to increase repurchase rates. The findings indicate a strong level
of loyalty among consumers towards halal store-brand products. Marketers should
leverage on this loyalty by implementing strategies to retain existing consumers and
attract new ones by offering incentives, promotions, and rewards for repeat purchases.
Social influence plays a significant role in driving purchasing decisions. Therefore, marketers should focus on building strong social networks through positive word-ofmouth
to enhance brand awareness and acceptance within the community to strengthen
brand image through authenticity and quality. Prioritize transparency and traceability
and halal certification to build consumer trust. Offer competitive pricing and valueadded
benefits. Educate consumers about product benefits, emphasize social
responsibility to enhance brand reputation and trust among consumers. This study
offers valuable insights for businesses seeking to navigate the complexities of
consumer behaviour and brand relationships. Therefore, understanding the drivers of
consumer behaviour and brand relationships, businesses can develop targeted
marketing strategies that resonate with Malaysian consumers values, preferences, and
cultural sensibilities. |
| first_indexed | 2025-11-15T14:35:54Z |
| format | Thesis |
| id | upm-117997 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:35:54Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1179972025-06-25T01:46:44Z http://psasir.upm.edu.my/id/eprint/117997/ Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products Isa, Maryam Ladi Consumers often perceive halal store brand products as inexpensive and of inferior quality. This misconception persists, despite the general perception of halal products as safe and affordable due to their halal certification. While, halal certification guarantees adherence to Shariah law throughout the supply chain, instances of violations have eroded consumer trust in halal store-brand products. Given the nascent nature of halal store-brand research in Malaysia, this study investigates the influence of brand equity dimensions on Malaysian consumers repurchase intentions for these products. The equity dimensions included in this study are brand awareness, brand perceived quality, brand loyalty, brand association, brand image, brand perceived value, brand trust, brand price, brand satisfaction, perceived behavioural control, attitude and subjective norms. The specific objectives are: to identify the brand equity dimensions that influence Malaysian consumers repurchase intentions for halal storebrand products; to determine which brand equity dimensions have the most significant influence on repurchase intentions; to evaluate the mediating effect of halal store brand association on halal store-brand image, perceived value, trust, price and satisfaction and to assess the repurchase intention levels of Malaysian consumers for halal store-brand products and evaluate the influence of attitude, subjective norms, and perceived behavioral control in shaping these intentions. Employing the Consumer- Based Brand Equity (CBBE) Theory and the Theory of Planned Behaviour (TPB), a quantitative research design was adopted. Data were collected from 440 respondents in the Klang Valley, Selangor, Malaysia, using an online questionnaire. Structural Equation Modelling (PLS-SEM) was used for data analysis. The key findings show halal store-brand awareness, perceived quality, loyalty, perceived behavioural control, and attitude have significant positive influence on consumers repurchase intention of halal store-brand products. Results show halal store-brand awareness is the most influential equity dimension, halal store-brand association mediates the influence of halal store-brand image, perceived value, and satisfaction on repurchase intention and majority of consumers have a high intention to repurchase halal store-brand products. Practically, the audience for this study includes retailers, marketers (such as hypermarket and supermarket owners) brand managers, who focused on halal products, and branding. Specifically, to those involved in Islamic consumer markets, halal brand management, and retail strategy development. Marketers should capitalize on consumers positive associations to strengthen brand image, perceived value, satisfaction, foster consumers positive attitude towards halal store-brands in their marketing strategies to increase repurchase rates. The findings indicate a strong level of loyalty among consumers towards halal store-brand products. Marketers should leverage on this loyalty by implementing strategies to retain existing consumers and attract new ones by offering incentives, promotions, and rewards for repeat purchases. Social influence plays a significant role in driving purchasing decisions. Therefore, marketers should focus on building strong social networks through positive word-ofmouth to enhance brand awareness and acceptance within the community to strengthen brand image through authenticity and quality. Prioritize transparency and traceability and halal certification to build consumer trust. Offer competitive pricing and valueadded benefits. Educate consumers about product benefits, emphasize social responsibility to enhance brand reputation and trust among consumers. This study offers valuable insights for businesses seeking to navigate the complexities of consumer behaviour and brand relationships. Therefore, understanding the drivers of consumer behaviour and brand relationships, businesses can develop targeted marketing strategies that resonate with Malaysian consumers values, preferences, and cultural sensibilities. 2024-10 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/117997/1/117997.pdf Isa, Maryam Ladi (2024) Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products. Doctoral thesis, Universiti Putra Malaysia. http://ethesis.upm.edu.my/id/eprint/18336 Halal food - Marketing - Malaysia Brand name products - Consumer behavior - Malaysia Consumer loyalty - Malaysia |
| spellingShingle | Halal food - Marketing - Malaysia Brand name products - Consumer behavior - Malaysia Consumer loyalty - Malaysia Isa, Maryam Ladi Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products |
| title | Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products |
| title_full | Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products |
| title_fullStr | Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products |
| title_full_unstemmed | Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products |
| title_short | Influence of brand equity dimensions on Malaysian consumers’ repurchase intentions for halal store-brand products |
| title_sort | influence of brand equity dimensions on malaysian consumers’ repurchase intentions for halal store-brand products |
| topic | Halal food - Marketing - Malaysia Brand name products - Consumer behavior - Malaysia Consumer loyalty - Malaysia |
| url | http://psasir.upm.edu.my/id/eprint/117997/ http://psasir.upm.edu.my/id/eprint/117997/ http://psasir.upm.edu.my/id/eprint/117997/1/117997.pdf |