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Article
Publication date: 18 October 2022

Ezlika Ghazali, Dilip Mutum, Muhammad Waqas, Azni Zarina Taha and Mozard Mohtar

This study aims to present a new integrative model that maps innovation diffusion factors, technology acceptance and use factors, device attitude, adoption intention and purchase…

187

Abstract

Purpose

This study aims to present a new integrative model that maps innovation diffusion factors, technology acceptance and use factors, device attitude, adoption intention and purchase intention for a pork DNA detection device (PD3).

Design/methodology/approach

A scenario-based survey was conducted with 256 potential consumers of the portable PD3. Partial least square structural equation modelling was used to test the research hypotheses.

Findings

It was found that innovation characteristic factors determine the attitude towards the device, perceived expectancy of performance and effort required to use the device. Performance and effort expectancy further influence the positive attitude towards the device which determines the behavioural intention to adopt and purchase the device.

Originality/value

This study proposes a new model that integrates the diffusion innovation theory and the unified theory of acceptance and use of technology to understand the mechanism that facilitates the adoption and purchase intention of PD3s. This study contributes to the existing literature by offering solutions that can reduce the concerns of Muslim travellers. This study enhances the understanding of the future commercial potential of this newly developed technology. The results show that the potential demand for a portable PD3 is very optimistic among consumers observing a halal diet.

Details

Journal of Islamic Marketing, vol. 14 no. 10
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 4 June 2019

Mozard Mohtar, Azni Zarina Taha, Ezlika Ghazali and Mardiana Md Radzi

This paper aims to examine the influence of store environment cues, store personality and attitude toward halal product (AHP) on store evaluation and repatronage intention. The…

449

Abstract

Purpose

This paper aims to examine the influence of store environment cues, store personality and attitude toward halal product (AHP) on store evaluation and repatronage intention. The authors extended the conceptual framework of Baker and colleagues (2002) and examined the indirect effects of store personality (i.e. sophistication and sincerity) and AHP on the outcome variables.

Design/methodology/approach

The authors adopted survey design to test our hypotheses. Data were collected random to store patrons and post-graduate students of public university business schools in Klang valley. There was almost equal selection of Muslim (49.6%) and non-Muslim respondents.

Findings

Results indicate that the model explains 44 per cent of the variance in store repatronage intention. In particular, serial mediation is not significant only for two mediation paths.

Research limitations/implications

The findings imply that brand personality, attitude toward halal product and store evaluation mediate the relationship between store environment cues and purchase intention. However, there are few limitations. First, the respondents were only limited to store patrons in Klang valley. Second, the authors only tested for three store environment cues.

Practical implications

Store repatronage intention could be increased by focusing on store environment cues (i.e. music and design), forming sincere and sophisticated store personalities and attaining favorable evaluation for both store and particularly halal products.

Social implications

Halal requirements for consumable goods especially food and drinks are warrant concerns for both Muslim and non-Muslim consumers. It deals with safety and health issues of producing such goods. In a nation that comprises multiethnic-multireligious population, it is not surprising that non-Muslims are assured by quality of faith-based products made for Muslims.

Originality/value

Store repatronage intention is a valid concern for all retailers. In this study, stores which carry halal products should focus on enhancing store design and music perception, forming sincere and sophisticated personality, and generating favorable attitudinal evaluation for both halal products and store. After all, halal products are an assurance of quality for all store patrons.

Details

Journal of Islamic Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 26 July 2019

Mozard Mohtar, John M. Rudd and Heiner Evanschitzky

This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia.

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Abstract

Purpose

This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia.

Design/methodology/approach

The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia brand personality (MBP) scale. They followed a stringent scale development process that ensures the scale conform to psychometric properties.

Findings

In seven studies, the results show that the 22-item four-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions.

Research limitations/implications

Within the limits of the study, we did not examine the MBP facet level, and were confined to those respondents in Klang Valley only.

Practical implications

The MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identify brand personality traits that enhance customers’ behaviors and profitability.

Originality/value

Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. The authors view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.

Details

Journal of Consumer Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0736-3761

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