Strategic Management Thought

The Impact of Religious Beliefs of Customers on Brand Value in the Astan Quds Razavi Food Industries

Document Type : Research Paper

Authors

1 Assistant Professor, Faculty of Management and Accounting, Sistan and Baluchestan University

2 M.A. in Business Management, Sistan and Baluchestan University

Abstract

Today, many organizations believe that brand is one of the most valuable assets. The most important characteristics of a brand are brand trust and equity. The marketing mix elements are the main essence of marketing activities. Various factors affect the brand trust, equity and marketing mix elements. Among those we can mention customers' religious beliefs. This research studies the impact of these beliefs on brand value in the Astan Quds Razavi food industries. The research is, in terms of application purpose and performance method, a survey study. The statistical population of the study included customers of Astan Quds Razavi products in Mashhad city and the random sample consisted of 384 persons. A questionnaire was used for data collection. Data analysis was implemented by structural equation model and use of LISREL software. According to the findings of this research, the religious beliefs as an independent variable of customers has a positive and significant effect on brand value as a dependent variable of the firm (which is the sum total of trust variables, the brand equity and marketing mix elements). 

Keywords

امیرشاهی، میر احمد؛ نقویان، ناصر؛ علوی، سیدعلی و پرورش محسنی، مرجان (1390)، «درآمدی بر مبانی بازاریابی در اسلام»، اندیشه مدیریت راهبردی، شماره 5 (2)، 221-273.
بهرامی احسان، تاشک، هادی و آناهیتا (1383)، «ابعاد رابطه میان جهت‌گیری مذهبی و سلامت روانی و ارزیابی مقیاس جهت‌گیری مذهبی»، مجله روانشناسی و علوم تربیتی، 34(2)، 41-63.
عربستانی، مهرداد (1379)، «تداخل روش علم و اعتقادات دینی»، مجله اندیشه جامعه، 11، 12-25.
اتلر، فیلیپ و آرمسترانگ، گری (1386)، اصول بازاریابی، ترجمه بهمن فروزنده، اصفهان: نشر آموخته، چاپ هشتم.
کلابی، امیرمحمد (1389)، «شناسایی آمیخته بازاریابی کارآفرینانه در صنایع غذایی کشور در بنگاه‌های کارآفرین»، پایان‌نامه مقطع تحصیلی کارشناسی ارشد، دانشکده کارآفرینی دانشگاه تهران.
کلابی، امیرمحمد؛ خداداد حسینی، سید حمید؛ رضوانی، مهران و یدالهی فارسی، جهانگیر (1389)، «مفهوم‌پردازی آمیخته بازاریابی در بنگاه‌های صنایع غذایی کوچک و متوسط ایرانی»، چشم‌انداز مدیریت بازرگانی، شماره 35 (2)، 27-42.
Aaker, D.A. (1991), Managing Brand Equity: Capitalizaing on the Value of a Brand Name. New York: Free Press.
Aaker, D. A. (1996), Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Alam S. S., Mohd, R. & Hisham, B. (2011), Is religiousness an important determinant on muslim consumer behavior in Malaysia. Journal of Islamic Marketing, 2(1), 83-96.
Alserhan, B. A. (2011), Islamic branding: A conceptualization of related terms. Brand Management, 18(1), 34-49.
Ambler, T., (1997), How much of brand equity is explained by trust?, Management Decision, 35(4), 283-292.
Amin. M, Isa. Z., & Fontaine, R., (2013), Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non‐Muslim customers in Malaysia, International Journal of Bank Marketing, 31(2), 79–97.
Andaleeb, S.S. (1992), The trust concept: research issues for channels of distribution, in Sheth, J.N. (Ed.), Research in Marketing, 11(3). 1-34.
Bao, Y., Shao, A. T. & ve Rivers, D. (2008), Creating new brand names: Effects of relevance, connotation, and pronunciation. Journal of Advertising Research, 48(1), 148-162.
Belaid, S., & Behi, A. (2011), The Role of Attachment in Building Consumer Brand Relationships: an Empirical Investigation in the Utilitarian Consumption Context. Journal of Product & Brand Management, 20(1), 37-47.
Burmann, C., Jost-Benz, M. & Riley, N. (2009), Towards an identity-based brand equity model. Journal of Business Research, 62 (3), 390-397.
Center, P. H. (2007), Pew Forum on Religion and Public Life. Changing faiths: Latinos and the transformation of American religion.
Chaudhuri, A., & Holbrook, M.B. (2001), The chain of effectsfrom brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, 65(2), 81-93.
Cheverton, P. (2002), How Come You Can’t Identify Your Key Customers?, Kogan Page, London.
Delener, N. (1994), Religious contrasts in consumer decision behaviour patterns: Their dimensions and marketing implications. European Journal of Marketing, 28(5), 36-53.
Delgado-Ballester, E. (2004), Applicability of a brand trust scale across product categories. European Journal of Marketing, 38(5/6), 573–592.
Delgado- Ballester, E. (2005), Does brand trust matter to brand equity?", Journal of Product & Brand Management, 14(3), 187-196.
Delgado-Ballester, E., & Munuera-Alemàn, J.L. (2005), Does brand trust matter to brand equity? Journal of Product & Brand Management, 14 (3), 187–196.
Doney, P. & Cannon, J.P. (1997), An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, 61(2) 35-51.
Dowling, G.R. & Uncles, M. (1997), Do consumer loyalty programmed really work?’’, Sloan Management Review, 38(4), 71-82.
Erdem,T. & Swait,J. (2004), Credibility, Brand Consideration and Choice”. Journal of Consumer Research Inc, 31(2), 191-198.
Esso, N. & Dibb, S. (2004), Religious influence on shopping behaviour: an exploratory study, Journal of Marketing Management, 20(2), 683-712.
Fam, K. S., Waller D. S. & Erdogan B. Z. (2004), The influence of religion on attitudes towards the advertising of controversial products. European Journal of Marketing, 35(5-6), 537-555.
Herrmann, A., Huber, F., Shao, AT. & Bao, Y. (2007), Building brand equity
via product quality. Total Quality Management, 18(5), 531-44.
Hooley, G.I., Greenley, G.E., Cadogan, J.W. & Fahy, J. (2005), The performance impact of marketing resources, Journal of Business Research, 58(1), 18-27.
Huang, W.S. & Dubinsky, A.J. (2004), Effect of brand name on consumers’ risk perceptions of online shopping, Journal of Consumer Behavior, 4(1), 40-50.
Kapferer, J. N. (2008), The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 4the ed, London, England: Kongan Page.
Keller, K.L. (2001), Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 10 (July/August), 15–19.
Keller, K.L. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, New Jersey: Pearson Education.
Kimpakorn, N. & Tocquer, G. (2010), Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), 378–388.
Kim, K. H., Kim, K. S., Kim, Jong Ho. & Kang, Suk Hou. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(2), 75–82.
Kim, J., & Hyun, Y. (2011), A model to investigate the influence of marketing –
mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 4o(3), 424-439.
Kotler, P. (2003), Marketing Management, 11th. Edition, Prentice Hall.
Kumar, V. & Ganesh, J. (1995), State of the art in brand equity research: what we know and what needs to be known, Australian Journal of Market Research, 3(1), 4-21.
Lee, J.S. & Back, K.J. (2010), Reexamination of attendee-based brand equity. Tourism Management, 31 (3), 395-401.
Low, G.S. & Lamb, Jr. (2000), The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350-368.
Martin, D. M. (2009), The entrepreneurial marketing mix, Qualitative Market Research: An International Journal, 12 (4), 391-403.
McCarthy, Jerome E. (1964), Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.
Morgan, R. M., & Hunt, S. D. (1994), The commitment trust theory of relationship marketing. Journal of Marketing, 58(3), 20-39.
Munazza., S. & Ilhaamie B.A.G. (2014),Religion and Brand Switching Behavior of Muslim Consumers, Middle-East Journal of Scientific Research,21(9), 1611-1617.
Naina Mohamed. R. Mohd Daud. N. (2012), The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia. Business usiness strategy seriesvol, 13(1), 21-30.
O’Loughlin, D. & Szmigin, I. (2005), Customer perspectives on the role and importance of branding in Irish financial services, International Journal of Bank Marketing, 23(1), 8-27.
Pappu, R. & Quester, P.G. (2008), Does brand equity vary between department stores and clothing stores? Results of an empirical investigation. The Journal of Product and Brand Management, 17(7),425-435.
Pervaizk. A. & Rafiq, M. (1995), using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics, marketing intelligence and planning, 13(9).
Ranchhod, A., Gurau, C. & Marandi, E. (2011), Brand names and global positioning. Marketing Intelligence & Planning, 29(4), 353-365.
Rehman A. & Shabbir, M. S. (2010), The relationship between religiousness and new product adoption. Journal of Islamic Marketing, 1(1), 63-69.
Rempel, J.K., Holmes, J.G. and Zanna, M.P. (1985), Trust in close relationships, Journal of Personality and Social Psychology, 49(1), 95-112.
Srivastava, R.K., Fahey, L. & Christensen, H.K. (2001), The resource-based view and marketing: the role of market-based assets in gaining competitive advantage, Journal of Management, 27(6), 777-802.
Stokes, D. (2000), Entrepreneurial Marketing: A Conceptualization From Qualitative Research, Quantitative Marketing Research: An International Journal, 3 (1), 50.
Sweeny, J. & Swait, J. (2008), The Effects of Brand Credibility on Customer Loyalty. Journal of Retailing and Consumer Services, 15(8),179-193.
Temporal, P. (2001), Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market, revised edition, Wiley, Singapore.
Tiltay, M. A. & Torlak, Ö. (2011), Materyalist eğilim, dini değerler, marka bağlılığı ve tüketici ahlakı arasındaki ilişkiler. İş Ahlakı Dergisi, 4(7), 93-130.
Tong, X. & Hawley, J.M. (2009), Measuring customer-based brand equity: empirical evidence from the sportswear market in China. The Journal of Product and Brand Management, 18(4), 262-271.
Torlak. Ö, Tiltay, M. A. Doğan. V. & Özkara. B. Y. (2013), The Effect of Brand Image and Religious Orientation on the Attitudes towards Religious Brand Names: A Study on Youth Consumers. Isletme Arastirmalari Dergisi, 5(2), 37-46.
Xueming. L. (2002), Trust production and privacy concerns on the Internet A framework based on relationship marketing and social exchange theory, Industrial Marketing Management, 3(1), 111–118.
Yoo, B., Donthu, N. & Lee, S. (2000), An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
Yoo, B. & Donthu, N. (2001), Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Strategic Management Thought
Volume 10, Issue 2 - Serial Number 2
December 2015
Pages 163-188
  • Receive Date: 30 October 2015
  • Revise Date: 05 February 2016
  • Accept Date: 17 February 2016