| Abstract [eng] |
Brief Description: The international halal cosmetics market has been growing at high rate over the past years, driven mostly by the growing religious awareness and ethical consumption by Muslim consumers as well as by other factors, e.g. healthy life-style considerations. To fill the gap, this study examines the purchase intention determinants by incorporating the notions of brand equity and consumers’ religiosity. Problem, objective and tasks of the FMTP: Problem: Although substantial research on these issues exists, few studies have investigated the joint effect of brand equity and religiosity on purchase intention of halal cosmetic products, especially in multicultural consumer settings. Objective: The main objective of the study was to consider the joint impacts of brand awareness, brand association, perceived quality, brand loyalty, and religiosity on purchase intention among the consumers of the halal cosmetics, and the moderating role of religiosity. Tasks: The main task is to analyze the behavior of consumer purchase intention with respect to brand awareness, brand association, perceived quality and brand loyalty in terms of religion. Research methods used in the FMTP: To address this objective, quantitative research approach was applied, whereby purposive sampling, enabled the collection of collected of 207 responses to a structured questionnaire. To test the proposed relationships, the Stata software was used to perform descriptive statistics, correlation analysis, and multiple linear regression. Interaction terms were used in the moderation analysis to investigate conditional effects. Research and results obtained: The findings show that brand awareness, brand association and religiosity had a significant and positive impact on purchase intention. The perceived quality and brand loyalty had positive but less powerful impacts on the multivariate model. The general regression model was significant and was able to explain 56.6 percent of the purchase intention variance. But religiosity did not mediate the relationships between brand awareness/brand association and the purchase intention, which suggests that its effect is direct but not conditional. Conclusions of the FMTP: To sum up, the paper confirms that the branding factors of halal cosmetic purchase intention are defined by Islamic values and religious commitment of consumers. The results are relevant to the body of knowledge on halal marketing, and they can guide managers in creating effective branding strategies in the halal cosmetics market. |
