To read this content please select one of the options below:

Development and validation of key antecedents of religious brand attitude: a cross-cultural quantitative analysis using smart PLS

Zulfiqar Ali Jumani (Sasin School of Management, Chulalongkorn University, Bangkok, Thailand)
Nazlida Muhamad (UBD School of Business and Economics, University of Brunei Darussalam, Gadong, Brunei Darussalam)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 December 2022

Issue publication date: 25 October 2023




The religious-based brands are increasing daily, and different organizations target religious consumers. However, a scarcity of research in developing nations makes it difficult to determine how customers evaluate religious brands. This study aims to develop a model based on Ajzen’s (1985) theory of planned behaviour (TPB). It incorporates the three mediating factors of religious brand attitude, subjective norms and perceived behavioural control.


A total of 499 (232 Malay and 267 Thai Muslim) respondents were surveyed systematically by adopting the purposive non-probability sampling technique. Empirically three studies with the extended model were tested in a cross-cultural context.


The results illustrate that the religious brand attitude affects the buying behavioural intentions of Muslims. The analysis found the significant role of Islamic brand attitude and mediating variables. Islamic brand by the customer is the second most significant component after Islamic brand by country of origin. The research provides a theoretical model for the research foundation and a model to analyse religious brands in diverse backgrounds.

Research limitations/implications

Only three different religious brand views were considered independent factors in this study, together with the development of TPB behavioural expectations. The research looked at three different regions in Malaysia as well as Thailand. The research also provides a model that can be used to analyse how various customers view well-known companies and religious brands.

Practical implications

Researchers, teachers and practitioners in the domains of advertising, marketing communications, consumer behaviour and sociology will find this study useful.


The authors develop a novel dual religiosity conceptual model to delineate the sequential nature of religious opinion formation, behaviour and consumption of religious brands. In addition, the authors provide an example using the PLS model analysis as a supporting example.



The author acknowledges The Second Century Fund (C2F) Chulalongkorn University Thailand for postdoc funding.

Conflict of interest: There is no conflict of interest, and all authors are agreed to publish the manuscript.


Jumani, Z.A. and Muhamad, N. (2023), "Development and validation of key antecedents of religious brand attitude: a cross-cultural quantitative analysis using smart PLS", Journal of Islamic Marketing, Vol. 14 No. 11, pp. 2771-2797.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles