Developing a model to analyse the effects of brand constructs on word-of-mouth and purchase intention for Halal brands

Abstract

This study aims to develop a model to combine different brand components (brand love, brand personality and brand image), word-of-mouth (WOM) advertisement and purchase intention to buy products with Halal brand and also to analyse the relationship between these variables. In terms of purpose, this is an applied research, which employs a descriptive survey method based on structural equation modelling (SEM). Statistical population of this research consists of foreign tourists who have travelled to Isfahan in 2012. The data obtained from the research questionnaire was analysed using SPSS18 and AMOS20 software. Research findings confirm the relationships between brand personality, brand image, brand love and WOM advertising. The results also indicate that brand image and WOM advertising affect the purchase intention of foreign tourists in Isfahan to buy products with Halal brand.