Assessing brand love, brand sacredness and brand fidelity towards halal brands

Abstract

Purpose

The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands.

Design/methodology/approach

The proposed research framework has been empirically tested by collecting responses from 403 Muslim respondents of diverse demographics. Structural equation modelling has been used for exploring the underlying relationships between emotions associated with halal brands.

Findings

All the proposed hypotheses were positively significant, thus confirming that brand love is significantly affected by brand trust, brand image, self-congruence and brand experience. Further, brand love acts as a significant determinant in shaping brand sacredness, brand fidelity and WOM.

Research limitations/implications

The study has made a significant contribution by exploring the intensity of brand love and its effect on relationship-maintenance triad in halal cosmetic brands in India.

Practical implications

Marketers must understand the emotional side of brands to create synergy in their marketing efforts. Moreover, in the case of religious or faith-based brands, attainment of the highest order of brand love can play a revolutionary role for long-term growth.

Originality/value

In the context of halal cosmetic brands in India, this study has offered a new perspective by extending the literature on consumer-brand relationships. The use of brand fidelity and brand sacredness has enhanced the effectiveness of emotions with which consumers have been looking at brands for ages.

Citation

Joshi, R. and Garg, P. (2022), "Assessing brand love, brand sacredness and brand fidelity towards halal brands", Journal of Islamic Marketing, Vol. 13 No. 4, pp. 807-823. https://doi.org/10.1108/JIMA-04-2020-0104