The influence of country of origin and marketing mix on overall halal brand equity

Abstract

The main objective of this study is to examine and identify factors affecting overall halal brand equity through the marketing lens. This study investigates factors such as Country of origin, Marketing mix and Market turbulence with brand equity dimensions which are halal brand association, brand awareness, brand loyalty, perceived quality and overall halal brand equity which is not given much research attention. In particular, the goal of this study is to determine how brand building effort affecting halal brand equity dimensions and how it affect or develop the overall halal brand equity. This is a quantitative study where a survey methodology is employed to collect the data. Individual consumers, were chosen as the sample for this study. The systematic sampling was used with an intercept procedure in selecting respondents from the respective individual who shop at four hyper markets in Klang Valley. Twenty four main hypotheses were proposed to influence overall halal brand equity, but only twelve hypotheses were supported. Structured questionnaires comprising 75 items were used to measure variables such as overall halal brand equity, country of origin, marketing mix and market turbulence which were adopted for this study. The findings revealed that significant influence exist among variables such as marketing mix, brand awareness, brand loyalty and perceived quality, brand awareness and overall brand equity, brand loyalty and overall brand equity. The findings also revealed that brand awareness, brand loyalty fully mediates and partially mediates respectively the relationship between country of origin and overall brand equity. Brand awareness and brand loyalty fully mediates the relationship between marketing mix and overall brand equity and perceived quality only mediates partially the relationship between marketing mix and overall brand equity. Market turbulence moderates the relationship between brand awareness, brand loyalty and overall halal brand equity. Finally, this study enhance the theories and model introduced such as tawhidic paradigm, customer based brand equity, brand equity creation process model and contingency theory putting together.