smar Sosyal Mucit Academic Review 2718-1081 Erhan AYDIN 10.54733/smar.1739314 Marketing Management Marketing (Other) Pazarlama Yönetimi Pazarlama (Diğer) Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty İslami Marka Kişiliği ve Dindarlık: Benlik İfade Eden Marka Değeri ve Benlik Genişletmenin Perakende Sadakati Üzerindeki Etkisi https://orcid.org/0000-0002-2765-2370 Akkaya Ömer SELÇUK ÜNİVERSİTESİ, İKTİSADİ İDARİ BİLİMLER FAKÜLTESİ https://orcid.org/0000-0001-7215-5018 Şahin Esen SELÇUK ÜNİVERSİTESİ 03 29 2026 7 3 276 308 07 10 2025 03 19 2026 Copyright © 2020, Sosyal Mucit Academic Review 2020 Sosyal Mucit Academic Review

This research aims to examine the relationship between Islamic brand personality and religiosity, focusing on how self-expressive brand value and self-expansion influence retail loyalty among Muslim consumers. Data was collected from 425 participants using convenience sampling and analyzed using SPSS, AMOS, and Process software. The findings reveal that Islamic brand personality has a negative but non-significant effect on retail loyalty and self-expansion, whereas it has a significant and positive effect on self-expressive brand value. Moreover, religiosity moderates the relationship between Islamic brand personality and retail loyalty, as well as the relationship between Islamic brand personality and self-expressive brand value. However, no moderating effect is found in the relationship between Islamic brand personality and self-expansion. Furthermore, self-expressive brand value has a positive and significant effect on both self-expansion and retail loyalty, with self-expansion also showing a positive and significant relationship with retail loyalty. This study extends the literature on Islamic consumer behavior by integrating self-expressive brand value and self-expansion into the Islamic brand personality framework, highlighting the moderating role of religiosity. Brands targeting Muslim consumers should emphasize self-expressive brand value and alignment with Islamic principles to enhance consumer loyalty while considering varying levels of religiosity in their marketing strategies.

Bu araştırma, İslami marka kişiliği ile dindarlık arasındaki ilişkiyi incelemeyi ve bu bağlamda kendini ifade etmeye yönelik marka değeri ile benlik genişletmenin Müslüman tüketicilerde perakende sadakati üzerindeki etkisini araştırmayı amaçlamaktadır. Veriler, kolayda örnekleme yöntemiyle 425 katılımcıdan toplanmış ve SPSS, AMOS ve Process yazılımları kullanılarak analiz edilmiştir. Bulgular, İslami marka kişiliğinin perakende sadakati ve benlik genişletme üzerinde negatif ve anlamsız, kendini ifade etmeye yönelik marka değeri üzerinde ise anlamlı ve pozitif etkisi olduğunu göstermektedir. Ayrıca, dindarlık değişkeni, İslami marka kişiliği ile perakende sadakati ve kendini ifade etmeye yönelik marka değeri arasındaki ilişkilerde düzenleyici (moderatör) bir rol oynamaktadır. Öte yandan benlik genişletme ile İslami marka kişiliği arasındaki ilişkide böyle bir etki gözlemlenmemiştir. Bununla birlikte, kendini ifade etmeye yönelik marka değerinin hem benlik genişletme hem de perakende sadakati üzerinde pozitif ve anlamlı etkileri olduğu, benlik genişletmenin de perakende sadakati ile pozitif ve anlamlı bir ilişki sergilediği belirlenmiştir. Bu çalışma, İslami marka kişiliği çerçevesine kendini ifade ve benlik genişletme kavramlarını entegre ederek İslami tüketici davranışı literatürüne katkı sağlamaktadır. Müslüman tüketicileri hedefleyen markaların, pazarlama stratejilerinde İslami değerlere uygunluk ve kendini ifade etmeye yönelik marka değerini vurgulaması, tüketici sadakatini artırmada etkili olacaktır. Ayrıca, farklı dindarlık seviyelerini dikkate almak bu stratejilerin etkinliğini artırabilir.

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