Abstract
Purchase intention is a term used in consumer behaviour which can influence the augmentation of the brand’s performance. Many researches done on the issue of purchase intention, brands and brand equity but this study focuses only on the Halal paradigm. We have limited our study within the Islamic banking Industry of Bangladesh. Even though Bangladesh is a Muslim major country, yet awareness and knowledge of what is Halal (allowable in Islam) and what is Haram (forbidden in Islam) is really poor. Still majority of the banks are operating in conventional i.e. interest based banking. People follow their religion as some rituals descended from their ancestors, not completely knowing about the actual rules. Purchase intention is a very important term in consumer behaviour and has positive outcome if fostered properly. Marketers thus emphasize precisely in this in order to have better business performance. Halal purchase intention is a new term in the realm of Islamic marketing and branding. There are numerous research done so far on purchase intention and its antecedents’ relationship. However, very few studies have been done on halal purchase intention. This study aims to explore the antecedents of halal purchase intention. Six IVs has been identified- brand equity, brand trust, product involvement, value consciousness, shariah compliance and attitude. To fulfil the purpose, a quantitative research study surveyed on 200 customers and potential customers of the Islamic banks in Bangladesh. Collected data were analysed using partial least squares (PLS) structural equation modelling with the help of Smart PLS 2.0 M3 software. Findings reveal that out of six variables, five namely brand equity, brand trust, product involvement, value consciousness and attitude has significant relationship with halal purchase intention. The outcome of this study devotes the Islamic bank managers to make their marketing choices with the help of purchase intention statistics associated with product demand, market segmentation as well as promotional strategies. This research thus tries to fill the gap and contribute in the literature of Islamic marketing and branding.
Highlights
IntroductionSome Nigerian scholars have argued severally that private mission universities are glorified secondary schools (Kanabe, 2015; Michael, 2015) owing largely to the policies of these universities which are contrary to conventional tertiary institutions
In the past and in recent times, studies have explored several areas of student safety and development, most especially in developed nations where priority is placed on student affairs administration, but such efforts are yet to be examined in the literature emanating from Nigeria despite several criticism against the policies of the Nigerian private mission universities which seems to have been specially packaged to ensure student safety and development
Contrary to the belief of many critics on the violation of fundamental human rights, the study has shown nothing like violation but the existence of stringent policies to safeguard students‟ safety and development
Summary
Some Nigerian scholars have argued severally that private mission universities are glorified secondary schools (Kanabe, 2015; Michael, 2015) owing largely to the policies of these universities which are contrary to conventional tertiary institutions. The escalation of social problems such as violent demonstration, cultism, sexual harassment, examination misconduct, corruption, industrial strike and other in the public universities have resulted in disruption of normal academic calendar and poor quality of education. These among others prompted the emergence of private universities to rescue the nation‟s educational system from lethargies (AfNews, 2012; Michael, 2015; Nigeria, 2012; Okafor and Duru, 2010; Yusuf, 2017). The paper is divided into three sections namely: Introduction, literature review and concluding remarks
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
