ACHIEVING HALAL BRAND EQUITY USING SOCIAL EXCHANGE THEORY TO COMPETE IN THE HALAL FOOD INDUSTRY
Keywords:
Halal Brand Equity, Halal Brand Image, Halal Brand Loyalty, Halal Brand Satisfaction, Halal Brand Trust, Halal Food
Abstract
The development of the halal market potential makes many companies want to enter and win the competition. Limited research on brand equity in halal products makes it challenging to determine strategies to achieve it. Halal brand equity is essential to gain a competitive advantage and significant margin opportunity. SEM path analysis tests hypotheses related to variables that affect Halal Brand Equity. This study involved 243 respondents. The test results show that Halal Brand Image affects Halal Brand Satisfaction and Halal Brand Trust. However, Halal Brand Satisfaction does not affect Halal Brand Equity. It also fails to mediate the effect of Halal Brand Image on Halal Brand Equity. The novelty of this research is that Halal Brand Loyalty successfully mediates the effect of Halal Brand Trust on Halal Brand Equity. So that to achieve Halal Brand Equity, companies should focus on Halal Brand Image, Halal Brand Trust, and Halal Brand Loyalty.
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Tu, Y.-T., & . H.-C. C. (2012). Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32. https://doi.org/10.22610/jsds.v3i1.682
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Abdullah, A. (2015). A Structural Model of The Relationships between Brand Image, Brand Trust and Brand Loyalty. International Journal of Management Research & Review, 5(3), 137–145.
Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715–735. https://doi.org/10.1108/MD-11-2016-0785
Arifin, A., Wyman, F., Shintawati, & Hendijani, R. B. (2021). An investigation of the aspects affecting non-Muslim customers’ purchase intention of halal food products in Jakarta, indonesia. Future of Food: Journal on Food, Agriculture and Society, 9(2), 1–13. https://doi.org/10.17170/kobra-202102163257
Basheer, M. F., Nadeem, S., Azeem, M., & Mahmood, A. (2017). Impact of customer satifaction on brand equity under the influence of brand trust. EPRA International Journal of Research and Development.
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
DinarStandard. (2020). State of the Global Islamic Economy Report. Salaam Gateway.
Dubai Islamic Economy Development Centre. (2021). Halal industry. www.iedcdubai.ae/ key-pillars/halal-industry
Gabriella, S., & Kurniawati. (2021). Anteseden Halal Purchase Behavior. Benefit: Jurnal Manajemen Dan Bisnis, 6(2), 25–49.
Gstngr, I., Diputra, A. W., & Yasa, N. N. (2021). PP 25-34 *Corresponding Author: I GstNgr Arya WigunaMaha Diputra. American International Journal of Business Management (AIJBM), 4(01), 25–34.
Hackett, C., Stonawski, M., & McClendon, D. (2017). The changing global religious landscape. Pew Research Center, 1–45.
Hadinata, Y. (2020). the Effect of Perceived Quality and Brand Image on Brand Trust and Brand Loyalty Yamaha Mio in Surabaya. JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT, 19(1), 1–10.
Hair et al. (2018). Multivariate Data Analysis, 8th Edn London: Cengage.[Google Scholar].
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing.
Hossien Emari. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692–5701. https://doi.org/10.5897/ajbm11.788
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(May 2018), 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Izberk-Bilgin, E., & Nakata, C. C. (2016). A new look at faith-based marketing: The global halal market. Business Horizons, 59(3), 285–292. https://doi.org/10.1016/j.bushor.2016.01.005
Keller, K. L., Kotler, P., & Manceau, D. (2016). Marketing Management (15e ed.) (15e ed.). England: Pearson Education Limited.
Khan, M. A., Hashim, S. Bin, Iqbal, A., Bhutto, M. Y., & Mustafa, G. (2021). Antecedents of halal brand equity: a study of halal food sector of Malaysia. Journal of Islamic Marketing, June. https://doi.org/10.1108/JIMA-01-2021-0012
Kim, S.-H., Kim, M., Holland, S., & Townsend, K. M. (2021). Consumer-based brand authenticity and brand trust in brand loyalty in the Korean coffee shop market. Journal of Hospitality & Tourism Research, 45(3), 423–446.
Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. The TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
MacKinnon, D. P., Warsi, G., & Dwyer, J. H. (1995). A simulation study of mediated effect measures. Multivariate Behavioral Research, 30(1), 41–62.
Madinah, H. M., Indarini, I., & Anandya, D. (2020). Non-Moslem Consumers Perception Toward Purchasing Halal Food Product. Journal of Entrepreneurship & Business, 1(1), 1–10. https://doi.org/10.24123/jerb.v1i1.2819
Mathew, V. N., Abdullah, A. M. R. binti A., & Ismail, S. N. binti M. (2014). Acceptance on Halal Food among Non-Muslim Consumers. Procedia - Social and Behavioral Sciences, 121, 262–271. https://doi.org/10.1016/j.sbspro.2014.01.1127
Nguyen Viet, B., & Nguyen Anh, T. (2021). The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam. Journal of Food Products Marketing, 27(2), 72–88. https://doi.org/10.1080/10454446.2021.1892007
Pew Research Center. (2011). The future of the global Muslim population. Projections for 2010-2030. Population Space and Place, 13(1), 1–221.
Power, C., & Abdullah, S. (2009). Buying muslim. Time South Pacific (Australia/New Zealand Edition), 173(20), 31–34.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & sons.
Šerić, M., & Gil-Saura, I. (2019). Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction? International Journal of Contemporary Hospitality Management, 31(9), 3526–3546. https://doi.org/10.1108/IJCHM-06-2018-0516
Tu, Y.-T., & . H.-C. C. (2012). Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32. https://doi.org/10.22610/jsds.v3i1.682
Xia, J., Wu, T., & Zhou, L. (2021). Sharing of verified information about COVID-19 on social network sites: A social exchange theory perspective. International Journal of Environmental Research and Public Health, 18(3), 1–12. https://doi.org/10.3390/ijerph18031260
Yulianto, H., Sutomo, Y., Palupiningtyas, D., & Nugraheni, K. S. (2021). Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects. Measuring Business Excellence, February. https://doi.org/10.1108/MBE-02-2021-0025
Published
2022-12-19
How to Cite
Syahputro, P., & Masnita, Y. (2022). ACHIEVING HALAL BRAND EQUITY USING SOCIAL EXCHANGE THEORY TO COMPETE IN THE HALAL FOOD INDUSTRY. Ecosia International Conference, 14-23. https://doi.org/10.32815/ecosia.vi.4
Section
Articles
Copyright (c) 2022 Pringgo Syahputro, Yolanda Masnita
This work is licensed under a Creative Commons Attribution 4.0 International License.
