Does Religious Commitment Matter in the Relationship Between Brand Personality and Purchase Intention on Halal Brand? Evidence from Consumers in Indonesia

Abstract

The purpose of this study is to investigate a model of brand personality and the effect of a halal brand on purchase intentions, particularly, by highlighting of religious commitment mediated between brand personality, and purchase intentions on a Halal brand. This study uses a path analysis with the main concepts of brand personality, religious commitment, and purchase intentions. The sampling method used non-probability sampling. Data were collected from 120 respondents at several supermarkets in North Sumatera, Indonesia. Findings of the study indicated that brand personality does not have a significant and positive effect on the purchase intention of a Halal brand. However, the role of religious commitment is significant in mediating the relationship between brand personality and purchase intentions of a Halal brand. Finally, the results of this study also showed the total effects between brand personality, purchase intentions, and religious commitment. Dimensions of brand personality were not always relevant on the dimensions of a Halal brand.

Keywords

• brand
• Brand Personality
• Halal Brand
• purchase intention
• Religious Commitment