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

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.