An investigation in consumers’ purchase intention regarding islamic brands with respect to tears

Abstract

There is a new big trend in the globe of marketing and branding-it is green not the traditional grass green, but an intense green i.e. a traditional color of Islam (Young, 2007). Twenty three percent of world population is Muslims and following religion Islam so in order to satisfy these customers the trends are changing and Islamic marketing and Islamic branding are emerging and getting attention of researcher and marketers. The purpose of this paper is to investigate purchasing intention of brands that having Islamic names with reference of TEARS (trustworthiness, expertise, attractiveness, respect and similarities) in Pakistani setting. This research is evaluating that the brands with Islamic names are more trustworthy, attractive and their manufacturer are expert and this thing will lead to purchase intention. The questionnaire administered survey were conducted to collect data from 385 sample size but only 299 respondents give respond. Non probability sampling was adopted and collected data were analyzed with the help of SPSS to comply objectives and conclusion. Correlation and multiple regression analysis were conducted in order to evaluate the hypothesized relationships between variables. Positive relations were observed between trustworthiness, expertise, attractiveness, respect, similarities and purchase intention. It is found that these TEARS not necessary lead to purchase instead of having positive relation. After study it is reveal that assigning Islamic names to brand is not enough and consumer think it as marketing strategy and low quality product. Manufacturer should think before endorsing the Islamic names to their brands these names are respectful, trustworthy, and attractive but not leading to capture a huge number of customers.