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

• 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/54949/10/54949.pdf; http://irep.iium.edu.my/54949/; http://tibec.uitm.edu.my/index.php

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).