Islamic Religious Beliefs and Brand Personality towards New Product Adoption in the Islamic ...

398 Pages·2014·5.86 MB·English

Hull University Business School

“Islamic Religious Beliefs and Brand Personality
towards New Product Adoption in the Islamic
Market, and Scale Development and Validation”

In fulfilment for research for the degree of MPhil/PhD in Marketing
Management in University of Hull, Business School

By
ALI HOMAID AL-HAJLA
200910587
Dated: 20/02/ 2014

First Supervisor: Professor Chanaka Jayawardhena
Second Supervisor: Dr Dianne Dean
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Abstract
Brand personality is considered as an important element in building and maintaining strong
and valuable brands. Several brand personality scales have been proposed within the brand
marketing literature, but no reliable and valid brand personality scale has yet been produced
for the Islamic context. Therefore, scholars and practitioners have been unable to
empirically assess brands‘ personalities, identity and image in such a context.

In addition to developing a brand personality measure for an Islamic context, this study
explored Islamic religious beliefs‘ influence on brand personality. A related scale was
conceptually and empirically explored in this research, and the influence of Islamic
religious beliefs on subjective norms, perceived behavioural control, relative advantage,
compatibility, complexity and new religious compliant product adoption was investigated.
The study also examines the moderation effects of the demographic variables of age and
income, and the mediation effects of the constructs of subjective norms, perceived
behavioural control, relative advantage, compatibility and complexity. This study advances
the marketing knowledge by presenting a more critical and empirical understanding of the
degree to which Islamic religious beliefs influence a brand personality measure, consumers‘
favouring or not favouring a brand‘s personality, and their adoption of new religious
compliant products in religiously featured societies. The influence of Islamic religious
beliefs on new product adoption generally has not been investigated previously, with
exception of the study by Shabbir (2010), and more specifically no previous study has
examined the influential relationship between Islamic religious beliefs and new religious
compliant product adoption. Given that the value of while the religious markets‘ is
expanding, with the Muslim market value alone estimated to be US$ 2.7 trillion currently,
and expected to increase to US$30 trillion by 2050, this makes this study a valuable
addition to the marketing management field.

A quantitative methodology was employed to collect data from the three largest cities in
Saudi Arabia: Riyadh, Jeddah and Dammam; a total of 352 usable questionnaires were
returned. After verifying raw data coding accuracy, the missing values from the raw data
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were assessed, and data tested for normality, outliers and multicollinearity. The brand
personality scale development and the conceptual framework were assessed with 287
questionnaires. Exploratory factor analysis was employed to purify the scale, followed by
confirmatory factor analysis to verify the scale and determine its psychometric properties.
The hypothesised relationships were tested by employing structural equation modelling
based on partial least square procedures. Mediation effects were examined using the Sobel
test, and moderation effects were assessed using multi group analysis.

The findings yielded a unique Islamic brand personality with four dimensions and 28 sub
items, which contained one dimension with five religious traits. Gender, age and income
were found to moderate some of the hypothesised relationships. Significant influence of
Islamic religious beliefs was observed on the Islamic brand personality scale, subjective
norms, perceived behavioural control, relative advantage, compatibility, complexity and
new religious compliant product adoption. The influence of Islamic religious beliefs on the
brand personality measure was observed to be stronger than anticipated by this study. Also
surprisingly it was found that the adoption behaviour differs between men and women with
the same Islamic religious beliefs and values. Wealthy and educated participants were
found to be more concerned with whether the personality of the products that they purchase
contradicts with their Islamic religious beliefs or not. The developed Islamic brand
personality scale will significantly support marketing managers who operate in the Muslim
market to design a more desirable brand personality for their brands. Additionally,
marketing practitioners will be helped understand the factors that affect their consumers‘
behaviour and purchasing activities, and carry out the segmentation process more
effectively bearing in mind the differences observed between the age, gender and income
groups. Finally, this study is one of the first that explores the links between Islamic
religious beliefs, brand personality and new religious compliant product adoption in the
light of the Theory of Planned Behaviour (TPB) and Diffusion of Innovation Theory (DIT).
It develops a new Islamic brand personality scale and it is believed to provide a ground for
different directions for future research.

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Dedication
This research, which was achieved only by the grace of Al-mighty Allah, is dedicated to
my father and mother, my grandmother, my beloved wife, my gorgeous little daughter,
Haya, my four beloved brothers and five sweet sisters specially Al-hajla J. With their
motivation and unlimited support I was capable of accomplishing my Ph.D thesis. I also
dedicate my work to my dear cousins Abdulah, Saud and Khalid. The Prophet Muhammed
(P.B.U.H) said, ―When a person does a task, the person must do the task to match the best
possible standards that can be met‖. I have taken to heart this valuable teaching during the
days I have invested into my PhD. Thank you all!

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Acknowledgements
My first thanks are to Allah for directing me to the right choices where and when I needed,
and giving me the ability to complete what I started April 2010.

My special thanks and high appreciation to my supervisor, Professor Chanaka
Jayawardhena, without whom I would not have been able to accomplish this enormous
assignment. His valuable advice, unlimited support and motivation were precious to me. I
feel lucky and very proud to be one of his students and have written my thesis under his
supervision. I also thank my second supervisor, Dr Dianne Dean, who supported me during
the academic challenges following my upgrade, read my work with interest and provided
valuable feedback.

I would love to thank my family for being on my side during the days and nights that my
work consumed. I recall the prayers of my father, mother, wife, grandmother, sisters and
aunties, that this academic work would be achieved one day. I greatly appreciate the love,
encouragement, support and the comfort I received from my wife to help me conclude this
work one, which will never forget and the hope and continuance motivation I got from the
great joy and smiles from my beloved little children.

Finally, I would like to thank all my friends, especially Mohammed Alshomrany, PhD
students and staff members at the Business and Graduate schools of the University of Hull.

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Table of Contents
Abstract .............................................................................................................................. i
Dedication ....................................................................................................................... iii
Acknowledgements ........................................................................................................... iv
Table of Contents ............................................................................................................... v
Appendix ......................................................................................................................... xv
List of Tables.......................................................................................................................xv
List of Figures ................................................................................................................ xvii
Chapter One: Introduction .............................................................................................. 1
1.1. Background to the Research .................................................................................... 2
1.2. Research Aim and Objectives .................................................................................. 5
1.3. Significance of the Study ......................................................................................... 6
1.4. Brand Personality: Current Understanding, Research Gap and Justification for this
Study ............................................................................................................................. 8
1.4.1. Branding and Religion ...................................................................................... 9
1.4.2. Gaps in our Understanding ............................................................................. 10
1.5. Context of the Study .............................................................................................. 15
1.6. Contributions to Knowledge .................................................................................. 16
1.7. Thesis Structure..................................................................................................... 18
Chapter Two: Literature Review .................................................................................. 19
2. Introduction ................................................................................................................. 20
2.1. Understanding of Branding.................................................................................... 20

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2.1.1. Purposes of a Brand ........................................................................................ 23
2.2. Brand Personality Roots, Present and Related Branding Concepts ......................... 25
2.2.1. Human Personality and Brand Personality ...................................................... 25
2.2.1.1. Theory of Anthropomorphism .................................................................. 25
2.2.1.2. Self-concept Theory ................................................................................. 26
2.2.1.3. Big Five Theory ....................................................................................... 28
2.2.2. Brand Image as Related Concept to Brand Personality .................................... 30
2.2.2.1. Relationship between Brand Image & Brand Personality.......................... 31
2.2.3. Brand Identity as Related Concept to Brand Personality ................................. 32
2.2.3.1. Relationship between Brand Identity & Brand Personality ....................... 32
2.2.4. Customer-brand Relationship and Brand Personality ...................................... 34
2.2.5. Brand Personality Importance ......................................................................... 35
2.2.6. Brand Personality Originators ......................................................................... 36
2.2.6.1. Product Related Originators ..................................................................... 36
2.2.6.2. Non-product Linked Characteristics ......................................................... 37
2.2.6.3. Personality factors ................................................................................... 39
2.2.7. Brand Personality Measurement ..................................................................... 39
2.2.7.1. Validity and Reliability of Brand Personality Scale across Cultures ......... 40
2.3. Understanding of Religious Beliefs and its relation to Branding ............................ 43
2.3.1. Religious Beliefs Relationship with and Influence on Human Personality,
Customer Behaviour and Brand Personality ............................................................. 43
2.3.2. The Shariah Law and Marketing Practices ...................................................... 46
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2.3.3. What is Islamic Branding (IB)? ...................................................................... 48
2.3.3.1. Islamic Branding and Brand Personality .................................................. 49
2.4. New Product Adoption , Brand Personality and Religiosity relationship and Study
Guiding Theory Building ............................................................................................. 51
2.4.1. Theory of Planned Behaviour (TPB) ............................................................... 52
2.4.1.1. The TPB and Religious Beliefs ................................................................ 56
2.4.1.2. The TPB and Brand Personality ............................................................... 57
2.4.2. Diffusion of Innovation Theory (DIT) ............................................................ 60
2.4.3. Mediator and Moderators Influences ............................................................... 63
2.5. Conclusion ............................................................................................................ 66
Chapter Three: Theoretical Framework, Hypotheses and Conceptual Model ........... 67
3. Introduction ................................................................................................................. 68
3.1. The TPB and DIT as the Theoretical Guide for the Framework of Study ............... 69
3.2. Islamic Religious Beliefs ....................................................................................... 70
3.3. New Religious Compliant Product Adoption ......................................................... 71
3.4. The Research Hypotheses ...................................................................................... 72
3.4.1. Islamic Religious Beliefs (IRB), Islamic Brand Personality (IBP) and New
Religion Compliant Products Adoption (NRCPA) .................................................... 72
3.4.2. Islamic Brand Personality (IBP) Measure, and IBP and New Religious
Compliant Product Adoption (NRCPA).................................................................... 76
3.4.3. Dimensionality of Islamic Brand Personality Measurement ............................ 76
3.4.4. Islamic Religious Beliefs (IRB), Diffusion of Innovation Theory (DIT) and New
Religion Compliant Products Adoption (NRCPA) .................................................... 79
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3.4.5. Islamic Religious Beliefs (IRB), Subjective Norms (SN) and New Religion-
compliant Product Adoption (NRCPA) .................................................................... 83
3.4.6. Islamic Religious Beliefs (IRB), Perceived Behaviour Control (PBC) and New
Religion-Compliant Products Adoption (NRCPA).................................................... 84
3.5. Moderator Variables .............................................................................................. 85
3.5.1. Age................................................................................................................. 85
3.5.2. Income ........................................................................................................... 87
3.6. Summary ............................................................................................................... 91
Chapter Four: Methodology and Method ..................................................................... 92
4. Introduction ................................................................................................................. 93
4.1. The Research Design ............................................................................................. 93
4.1.1. Philosophy of Research .................................................................................. 94
4.1.2. Research Approach ......................................................................................... 96
4.1.3. Research Strategy ........................................................................................... 96
4.1.4. Data Sources................................................................................................... 97
4.2. Research Population, Sampling Frame and Sample ............................................... 97
4.2.1. Sample Frame of the Research ........................................................................ 98
4.2.2. Sample Size .................................................................................................... 98
4.2.3. Sampling Technique of the Research .............................................................. 99
4.3. The Development of IBP scale Techniques and Steps ...........................................100
4.3.1. Stage of identifying domain of construct ........................................................100
4.3.2. Stage of Generating Sample of items .............................................................100
4.3.2.1. Focus Groups Rational and Procedure .....................................................102
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4.3.3. Traits Editing (Wording) ...............................................................................110
4.4. Development of Questionnaire .............................................................................110
4.4.1. Questionnaire Design ....................................................................................111
4.4.1.1. First Section of the Questionnaire ...........................................................114
4.4.1.2. Second Section of the Questionnaire .......................................................115
4.4.1.3. Third Section of the Questionnaire ..........................................................115
4.4.1.4. Fourth section of the questionnaire ..........................................................115
4.4.2. Questionnaire and Questions Design ..............................................................116
4.4.3. Back Translation of Questionnaire .................................................................116
4.4.4. Possible bias of questionnaire ........................................................................117
4.4.4.1. Acquiescence Response Style Bias .........................................................117
4.4.4.2. Non-response Bias ..................................................................................118
4.4.5. Design of the TPB Measuring items in the Questionnaire ..............................119
4.4.6. Design of Measuring items of DIT in the Questionnaire.................................120
4.4.7. Design of Islamic Religious Beliefs Measuring items in the Questionnaire ....121
4.4.8. Design of New Product Adoption (Jarvenpaa and Majchrzak) Measurement
items in the Questionnaire .......................................................................................122
4.4.9. Piloting Measures and Questionnaire .............................................................122
4.4.9.1. First Stage of Pilot test ............................................................................123
4.4.9.2. The Second Stage of Pilot test .................................................................125
4.5. Conclusion ...........................................................................................................126
Chapter Five: Findings ................................................................................................ 127
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