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Brand loyalty model for halal fashion brands: integrating quality-loyalty model, information sources and religiosity-loyalty model

Wahyu Rafdinal (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)
Maya Setiawardani (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)
Sri Raharso (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)
Nugroho Hardiyanto (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 31 May 2024

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Abstract

Purpose

The purpose of this study is to investigate brand loyalty in halal fashion brands through three loyalty routes, namely, quality-satisfaction-loyalty model, information sources and religiosity-loyalty model.

Design/methodology/approach

Data were gathered from 447 customers of halal fashion brands through a survey. The structural equation model partial least square was used to validate the hypotheses empirically.

Findings

From the perspective of customers in halal fashion, brand loyalty is primarily determined by brand satisfaction, which is influenced by the perceived quality, firm-generated content (FGC) and user-generated content (UGC). While religiosity contributes significantly to brand loyalty, it has no direct impact on brand satisfaction. Perceived quality and information obtained through both FGC and UGC channels have a significant effect on brand satisfaction. Finally, perceived quality, FGC, UGC, religiosity and brand satisfaction play important roles in promoting brand loyalty among halal fashion customers.

Research limitations/implications

This study will assist halal fashion companies in evaluating perceived quality, information sources (FGC and UGC) and religiosity to increase brand satisfaction and brand loyalty. This study expands to the existing knowledge about brand marketing literature on halal fashion brands.

Originality/value

This study is a preliminary empirical study that explains the three routes of brand loyalty through the quality-satisfaction-loyalty model, information sources and religiosity-loyalty model in the context of halal fashion brands. This study also provides insights for marketers and business managers to enhance brand loyalty in halal fashion brands.

Keywords

Citation

Rafdinal, W., Setiawardani, M., Raharso, S. and Hardiyanto, N. (2024), "Brand loyalty model for halal fashion brands: integrating quality-loyalty model, information sources and religiosity-loyalty model", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-08-2023-0244

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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