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398 Pages·2014·5.86 MB·English
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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 Page i 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 Page i were assessed, and data tested for normality, outliers and multico llinearity. The brand personality scale development and the conceptual framework were assesse d with 287 questionnaires. E xploratory 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. Page ii 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! Page iii Acknowledgements My first thank s 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. Page iv 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 Page v 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 Page vi 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 Page vii 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 Page viii 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 Page ix

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