Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity

The growth of the global Muslim population has presents opportunities and challenges to marketers for tapping the rising Sharia compliant market especially in the food service and hospitality industry. The demand for Halal food is growing in Malaysia and internationally as a result of increasing tra...

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Main Authors:	Mohd Yusof, Yuslina Liza, Wan Jusoh, Wan Jamaliah, Maulan, Suharni
Format:	Conference or Workshop Item
Language:	English
Published:	Faculty of Business & Management Universiti Teknologi MARA (Terengganu) Malaysia 2016
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/54949/ http://irep.iium.edu.my/54949/ http://irep.iium.edu.my/54949/10/54949.pdf

id	iium-54949
recordtype	eprints
spelling	iium-549492017-01-25T01:31:45Z http://irep.iium.edu.my/54949/ Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity Mohd Yusof, Yuslina Liza Wan Jusoh, Wan Jamaliah Maulan, Suharni HF5410 Marketing. Distribution of products The growth of the global Muslim population has presents opportunities and challenges to marketers for tapping the rising Sharia compliant market especially in the food service and hospitality industry. The demand for Halal food is growing in Malaysia and internationally as a result of increasing trade, tourism and globalization. Muslim consumers want brands that may talk what they really are in terms of benefits and values in Islam as well as the brand that reflects them as Muslims. Therefore, this conceptual paper presents a research model that aims to examine and investigate the determinants which influence the intention to patronage Islamic brand restaurants. The research model consists of seven latent variables, six exogenous variables and one endogenous variable. The exogenous variables consist of brand awareness, trust associated with Halal certification, brand of origin (BOO) association and perceived quality (value for money, atmospheric, food taste and service personnel) which are the Customer-Based Brand Equity (CBBE) model. This model also integrated with TPB variables which are attitude, subjective norms and perceived behavioural control, will be moderated by the level of religiosity. Meanwhile endogenous variable is the intention to patronage Islamic brand restaurants. The data were collected via a self-report questionnaire in Klang Valley and the hypothetical relationships were examined using Structural Equation Modelling- Partial Least Square (SEM-PLS). Faculty of Business & Management Universiti Teknologi MARA (Terengganu) Malaysia 2016 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/54949/10/54949.pdf Mohd Yusof, Yuslina Liza and Wan Jusoh, Wan Jamaliah and Maulan, Suharni (2016) Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity. In: Terengganu International Business and Economics Conference 2016 (TIBEC V), 22nd-23rd September 2016, Kuala Terengganu, Terengganu. http://tibec.uitm.edu.my/index.php
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5410 Marketing. Distribution of products
spellingShingle	HF5410 Marketing. Distribution of products Mohd Yusof, Yuslina Liza Wan Jusoh, Wan Jamaliah Maulan, Suharni Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity
description	The growth of the global Muslim population has presents opportunities and challenges to marketers for tapping the rising Sharia compliant market especially in the food service and hospitality industry. The demand for Halal food is growing in Malaysia and internationally as a result of increasing trade, tourism and globalization. Muslim consumers want brands that may talk what they really are in terms of benefits and values in Islam as well as the brand that reflects them as Muslims. Therefore, this conceptual paper presents a research model that aims to examine and investigate the determinants which influence the intention to patronage Islamic brand restaurants. The research model consists of seven latent variables, six exogenous variables and one endogenous variable. The exogenous variables consist of brand awareness, trust associated with Halal certification, brand of origin (BOO) association and perceived quality (value for money, atmospheric, food taste and service personnel) which are the Customer-Based Brand Equity (CBBE) model. This model also integrated with TPB variables which are attitude, subjective norms and perceived behavioural control, will be moderated by the level of religiosity. Meanwhile endogenous variable is the intention to patronage Islamic brand restaurants. The data were collected via a self-report questionnaire in Klang Valley and the hypothetical relationships were examined using Structural Equation Modelling- Partial Least Square (SEM-PLS).
format	Conference or Workshop Item
author	Mohd Yusof, Yuslina Liza Wan Jusoh, Wan Jamaliah Maulan, Suharni
author_facet	Mohd Yusof, Yuslina Liza Wan Jusoh, Wan Jamaliah Maulan, Suharni
author_sort	Mohd Yusof, Yuslina Liza
title	Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity
title_short	Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity
title_full	Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity
title_fullStr	Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity
title_full_unstemmed	Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity
title_sort	determining the intention to patronage islamic brand restaurant: the moderating role of religiosity
publisher	Faculty of Business & Management Universiti Teknologi MARA (Terengganu) Malaysia
publishDate	2016
url	http://irep.iium.edu.my/54949/ http://irep.iium.edu.my/54949/ http://irep.iium.edu.my/54949/10/54949.pdf
first_indexed	2023-09-18T21:17:42Z
last_indexed	2023-09-18T21:17:42Z
_version_	1777411673013878784

Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity

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