Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty

Ömer Akkaya; Esen Şahin

doi:10.54733/smar.1739314

EN TR

Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty

Abstract

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.

Keywords

islamic brand personality, self-expressive brand value, self-expansion, religiosity

İslami Marka Kişiliği ve Dindarlık: Benlik İfade Eden Marka Değeri ve Benlik Genişletmenin Perakende Sadakati Üzerindeki Etkisi

Abstract

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.

Keywords

islami marka kişiliği, benlik ifade eden marka değeri, benlik genişletme, dindarlık

References

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.2307/3151897
Abu-Hussin, M. F., Johari, F., Hehsan, A., & Mohd Nawawi, M. S. A. B. (2017). Halal purchase intention among the Singaporean Muslim minority. Journal of Food Products Marketing, 23(7), 769-782. https://doi.org/10.1080/10454446.2016.1141139
Ahmad, M. F. (2015). Antecedents of halal brand personality. Journal of Islamic Marketing, 6(2), 209-223. https://doi.org/10.1108/JIMA-03-2014-0023
Ahmed, M., & Jan, M. T. (2015). An extension of Aaker’s brand personality model from Islamic perspective: A conceptual study. Journal of Islamic Marketing, 6(3), 388-405. https://doi.org/10.1108/JIMA-10-2014-0068
Ahmed, M., Ali, S. M., Jan, M. T., & Hassan, A. (2020). Development of Islamic banks’ brand personality (IBBP) model: A conceptual study in Malaysia. Journal of Islamic Marketing, 11(3), 621-642. https://doi.org/10.1108/JIMA-11-2018-0210
Aji, H. M., & Muslichah, I. (2023). Is halal universal? The impact of self-expressive value on halal brand personality, brand tribalism, and loyalty: case of Islamic hospitals. Journal of Islamic Marketing, 14(4), 1146-1165. https://doi.org/10.1108/JIMA-10-2021-0327
Akın, M. S., & Okumuş, A. (2021). Shaping the consumers’ attitudes towards Halal food products in Turkey. Journal of Islamic Marketing, 12(6), 1081-1096. https://doi.org/10.1108/JIMA-08-2019-0167
Akkaya, Ö., & Kurnaz, G. (2025). Brand personality and theory of planned behavior relation: An Islamic banking brand personality context insights from Türkiye. Journal of Islamic Marketing, 1-32. https://doi.org/10.1108/JIMA-07-2024-027
Aksoy Erkatrancı, T., Koçoğlu, D., & Haşıloğlu, S. B. (2022). Tüketicilerin marka tercihlerine göre etnosentrik eğilim ve dindarlık düzeyleri. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 9(2), 342-354. https://doi.org/10.47097/piar.1173847
Alanadoly, A. B., & Salem, S. F. (2022). Hijabista willingness to accept premium pricing: An analytical study of the effect of social and self-identity on hijab fashion brands satisfaction. Journal of Islamic Marketing, 13(1), 227-245. https://doi.org/10.1108/JIMA-02-2020-0041

Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: An integrated approach. Management Decision, 56(4), 715-735. https://doi.org/10.1108/MD-11-2016-0785
Allport, G. W., & Ross, J. M. (1967). Personal religious orientation and prejudice. Journal of Personality and Social Psychology, 5(4), 432-443. https://doi.org/10.1037/h0021212
Alserhan, B. A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101-106. https://doi.org/10.1108/17590831011055842
Aron, A., & Aron, E. N. (1986). Love and the expansion of self: Understanding attraction and satisfaction. Hemisphere Publishing.
Aron, A., & Tomlinson, J. M. (2018). Love as expansion of the self. In R. J. Sternberg, & K. Sternberg (Eds.), The new psychology of love (pp. 1-24), Cambridge University Press. https://doi.org/10.1017/9781108658225.002
Aron, A., Aron, E. N., & Norman, C. (2001). Self‐expansion model of motivation and cognition in close relationships and beyond. G. J. O. Fletcher, & M. S. Clark (Eds.), Blackwell handbook of social psychology: Interpersonal processes (pp. 478-501). John Wiley and Sons. https://doi.org/10.1002/9780470998557.ch19
Aron, A., Lewandowski, G. W., Mashek, D., & Aron, E. N. (2013). The self-expansion model of motivation and cognition in close relationships. In J. A. Simpson, & L. Campbell (Eds.), The Oxford handbook of close relationships (pp. 90-115). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780195398694.013.0005
Ashraf, S., Williams, A. M., & Bray, J. (2023). Female Muslim identity and modest clothing consumption in the UK. Journal of Islamic Marketing, 14(9), 2306-2322. https://doi.org/10.1108/jima-05-2021-0167
Bargoni, A., Giachino, C., Gutuleac, R., & Streimikiene, D. (2024). Is this really me? Investigating brand personality self‐congruity on consumer behavior in video‐based social media. Psychology & Marketing, 41(5), 1115-1132. https://doi.org/10.1002/mar.21969
Başaran Alagöz, S., & Demirel, E. (2017). Helal gıda sertifikalı ürünlerin tüketici davranışları üzerine etkisi: Konya ili üzerinde bir araştırma. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (28), 451-472.
Boulanouar, A. W. (2006). The notion of modesty in Muslim women’s clothing: An Islamic point of view. New Zealand Journal of Asian Studies, 8(2), 134-156.
Bukhari, S. N. Z., & Isa, S. M. (2020). Islamic branding: insights from a conceptual perspective. Journal of Islamic Marketing, 11(6), 1743-1760. https://doi.org/10.1108/jima-02-2018-0035
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
Çavuşoğlu, S., & Demirbağ, B. (2020). An investigation of the relationship between self-expressive brand, brand love, positive word- of mouth and brand loyalty: A research in packaged product category. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(3), 1065-1087.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66-82. https://doi.org/10.1509/jmkg.75.3.66
De Kerviler, G., & Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102, 250-262. https://doi.org/10.1016/j.jbusres.2019.01.046
Dekhil, F., Jridi, H., & Farhat, H. (2017). Effect of religiosity on the decision to participate in a boycott: The moderating effect of brand loyalty–the case of Coca-Cola. Journal of Islamic Marketing, 8(2), 309-328. https://doi.org/10.1108/JIMA-01-2013-0008
Delener, N. (1990). The effects of religious factors on perceived risk in durable goods purchase decisions. Journal of Consumer Marketing, 7(3), 27-38. https://doi.org/10.1108/EUM0000000002580
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
Dişli Bayraktar, E. (2024). Kültür boyutları ile İslami dindarlık düzeyinin çevre dostu ürün satın alma davranışına etkisi. Alanya Akademik Bakış, 8(3), 716-734. https://doi.org/10.29023/alanyaakademik.1415789
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348. https://doi.org/10.1207/s15327663jcp1303_14
Farrag, D. A., & Hassan, M. (2015). The influence of religiosity on Egyptian Muslim youths’ attitude towards fashion. Journal of Islamic Marketing, 6(1), 95-108. https://doi.org/10.1108/jima-04-2014-0030
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
George, J., & Anandkumar, V. (2018). Dimensions of product brand personality. Vision: The Journal of Business Perspective, 22(4), 377-386. https://doi.org/10.1177/0972262918803496
Glock, C. Y., & Stark, R. (1965). Religion and society are in tension. Rand McNally & Company.
Gorlier, T., & Michel, G. (2020). How special rewards in loyalty programs enrich consumer–brand relationships: the role of self-expansion. Psychology and Marketing, 37(4), 588-603. https://doi.org/10.1002/mar.21328
Guo, Y., & Hsu, F. C. (2023). Branding creative cities of gastronomy: The role of brand experience and the influence of tourists' self-congruity and self-expansion. British Food Journal, 125(8), 2803-2824. https://doi.org/10.1108/BFJ-05-2022-0434
Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis. The Guilford Press.
Hussain, K., Fayyaz, M. S., Shamim, A., Abbasi, A. Z., Malik, S. J., & Abid, M. F. (2024). Attitude, repurchase intention and brand loyalty toward halal cosmetics. Journal of Islamic Marketing, 15(2), 293-313. https://doi.org/10.1108/JIMA-08-2022-0210
Islam, T., & Chandrasekaran, U. (2019). Religiosity, values and consumer behaviour: A study of young Indian Muslim consumers. Journal of Consumer Marketing, 36(7), 948-961. https://doi.org/10.1108/JCM-10-2017-2415
Izberk-Bilgin, E. (2012). Infidel brands: unveiling alternative meanings of global brands at the nexus of globalization, consumer culture, and Islamism. Journal of consumer research, 39(4), 663-687. https://doi.org/10.1086/665413
Jan, M. T., & Shafiq, A. (2021). Islamic banks’ brand personality and customer satisfaction: An empirical investigation through SEM. Journal of Islamic Accounting and Business Research, 12(4), 488-508. https://doi.org/10.1108/JIABR-05-2020-0149
Japutra, A., Ekinci, Y., & Simkin, L. (2019). Self-congruence, brand attachment and compulsive buying. Journal of Business Research, 99, 456-463. https://doi.org/10.1016/j.jbusres.2017.08.024
Karakavak, Z., & Özbölük, T. (2023). When modesty meets fashion: how social media and influencers change the meaning of hijab. Journal of Islamic Marketing, 14(11), 2907-2927. https://doi.org/10.1108/JIMA-05-2021-0152
Karataş, M., & Sandıkcı, Ö. (2013). Religious communities and the marketplace: Learning and performing consumption in an Islamic network. Marketing Theory, 13(4), 465-484. https://doi.org/10.1177/1470593113499697
Karoui, S., & Khemakhem, R. (2019). Factors affecting the Islamic purchasing behavior – A qualitative study. Journal of Islamic Marketing, 10(4), 1104-1127. https://doi.org/10.1108/JIMA-12-2017-0145
Kashif, M., Zarkada, A., & Thurasamy, R. (2017). The moderating effect of religiosity on ethical behavioural intentions: An application of the extended theory of planned behaviour to Pakistani bank employees. Personnel Review, 46(2), 429-448. https://doi.org/10.1108/PR-10-2015-0256
Kim, P., Chen, H., Vaidyanathan, R., & Stoel, L. (2018). Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?. Journal of Product & Brand Management, 27(3), 308-319. https://doi.org/10.1108/JPBM-02-2017-1412
Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116-2128. https://doi.org/10.1007/s12144-018-9898-3
Lee, S. H., & Workman, J. E. (2015). Determinants of brand loyalty: Self-construal, self-expressive brands, and brand attachment. International Journal of Fashion Design, Technology and Education, 8(1), 12-20. https://doi.org/10.1080/17543266.2014.974691
Lewandowski, G. W., & Ackerman, R. A. (2006). Something’s missing: Need fulfillment and self-expansion as predictors of susceptibility to infidelity. The Journal of Social Psychology, 146(4), 389-403. https://doi.org/10.3200/SOCP.146.4.389-403
Lewis, R. (2013). Modest fashion: Styling bodies, mediating faith. Bloomsbury Publishing.
Liapati, G., Assiouras, I., & Decaudin, J. M. (2015). The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing. Journal of Global Fashion Marketing, 6(4), 251-264. https://doi.org/10.1080/20932685.2015.1070679
Liu, C. R., Kuo, T. M., Wang, Y. C., Shen, Y. J., Chen, S. P., & Hong, J. W. (2022). Perceived luxurious values and pay a price premium for Michelin-starred restaurants: A sequential mediation model with self-expansion and customer gratitude. International Journal of Hospitality Management, 103, 103185. https://doi.org/10.1016/j.ijhm.2022.103185
Liu-Thompkins, Y., Khoshghadam, L., Shoushtari, A. A., & Zal, S. (2022). What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades. Journal of Retailing, 98(1), 92-110. https://doi.org/10.1016/j.jretai.2022.02.005
Malär, L., Krohmer, H., Hoyer, W., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52. https://doi.org/10.1509/jmkg.75.4.35
Michel, G., Torelli, C. J., Fleck, N., & Hubert, B. (2022). Self-brand values congruity and incongruity: Their impact on self-expansion and consumers’ responses to brands. Journal of Business Research, 142, 301-316. https://doi.org/10.1016/j.jbusres.2021.12.032
Mirkhah, S. M., & Karami, N. (2020). Investigating the impact of religious commitment on purchase of self-expressive brand products. Journal of Islamic Marketing, 11(2), 320-343. https://doi.org/10.1108/JIMA-10-2017-0118
Mokhlis, S. (2009). Relevancy and measurement of religiosity in consumer behavior research. International Business Research, 2(3), 75-84. https://doi.org/10.5539/ibr.v2n3p75
Monfared, A. K., Mansouri, A., & Jalilian, N. (2021). The influence of personality and social traits on the importance of brand design of luxury brands and brand loyalty. American Journal of Business, 36(2), 128-149. https://doi.org/10.1108/AJB-03-2020-0033
Mortimer, G., Fazal-e-Hasan, S. M., Grimmer, M., & Grimmer, L. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services, 55, 102115. https://doi.org/10.1016/j.jretconser.2020.102115
Muhamad, N., & Mizerski, D. (2010). The constructs mediating religions’ influence on buyers and consumers. Journal of Islamic Marketing, 1(2), 124-135, https://doi.org/10.1108/17590831011055860
Mumuni, A. G., Veeck, A., Luqmani, M., Quraeshi, Z. A., & Kamarulzaman, Y. (2018). Religious identity, community and religious minorities’ search efforts for religiously sanctioned food: The case of halal food in non‐Muslim majority markets. International Journal of Consumer Studies, 42(6), 586-598. https://doi.org/10.1111/ijcs.12423
Nickerson C., Georgiadou E., & Nandialath A. M. (2023). Religious affiliation and religiosity: do Islamic appeals in advertising lead to higher purchase intentions among Muslim consumers in Dubai?. Journal of Islamic Marketing, 14(4), 1128-1145. https://doi.org/10.1108/JIMA-10-2021-0332
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105
Osanlou, B., & Rezaei, E. (2025). The effect of Muslim consumers' religiosity on brand verdict. Journal of Islamic Marketing, 16(1), 26-64. https://doi.org/10.1108/JIMA-01-2023-0005
Özçelik Yorulmaz, D., & Akçi, Y. (2020). Helal gıda tüketimine yönelik tutumların satın alma niyeti üzerindeki etkisi (Adıyaman örneği). Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, 17(2), 1218-1238. https://doi.org/10.33437/ksusbd.689940
Öztürk Küçük, H., & Ayyıldız, H. (2020). Dindarlık algısının Müslüman tüketici davranışı üzerine etkisinde gönüllü sadeliğin aracılık rolünü belirlemeye yönelik bir araştırma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 19(Temmuz 2020(Özel Ek), 426-448.
Paolini, S., Wright, S. C., Dys‐Steenbergen, O., & Favara, I. (2016). Self‐expansion and intergroup contact: Expectancies and motives to self‐expand lead to greater interest in outgroup contact and more positive intergroup relations. Journal of Social Issues, 72(3), 450-471. https://doi.org/10.1111/josi.12176
Reimann, M., & Aron, A. (2009). Self-Expansion Motivation and Inclusion of Brands in Self: Toward a Theory of Brand Relationships. In D. J. MacInnis, C. W. Park, & J. W. Priester (Eds.), Handbook of brand relationships (pp. 87-103). Routledge. https://doi.org/10.4324/9781315703886
Ruane, L., & Wallace, E. (2015). Brand tribalism and self-expressive brands: Social influences and brand outcomes. Journal of Product and Brand Management, 24(4), 333-348. https://doi.org/10.1108/JPBM-07-2014-0656
Sandıkcı, Ö., & Jafari, A. (2013). Islamic encounters in consumption and marketing. Marketing Theory, 13(4), 411-420. https://doi.org/10.1177/1470593113502881
Sarfraz, A., & Mian, A. K. (2022). The impact of values on consumer adoption of takāful with mediating role of religiosity and moderating role of confusion. Journal of Islamic Marketing, 13(10), 2126-2143. https://doi.org/10.1108/JIMA-01-2021-0006
Shalihin, N., Darmaiza, Sholihin, M., & Yusuf, M. (2023). Muslim millennials fashion self-congruity: How the religiosity and spiritual well-being affect?. Cogent Social Sciences, 9(1), 2194110. https://doi.org/10.1080/23311886.2023.2194110
Shimul, A. S., & Phau, I. (2023). The role of brand self-congruence, brand love and brand attachment on brand advocacy: A serial mediation model. Marketing Intelligence & Planning, 41(5), 649-666. https://doi.org/10.1108/MIP-10-2022-0443
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. https://doi.org/10.1086/208924
Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195-206. https://doi.org/10.1016/0148-2963(85)90026-8
Sirgy, M. J. (2018) Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197-207. https://doi.org/10.1080/21639159.2018.1436981
Suhartanto, D., Dean, D., Sarah, I. S., Hapsari, R., Amalia, F. A., & Suhaeni, T. (2021). Does religiosity matter for customer loyalty? Evidence from halal cosmetics. Journal of Islamic Marketing, 12(8), 1521-1534. https://doi.org/10.1108/JIMA-03-2020-0069
Tajfel, H., & Turner, J. (1979). An integrative theory of intergroup conflict. In W. G. Austin, & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33-48). Brooks/Cole Publishing.
Too, L. H. Y., Souchon, A. L., & Thirkell, P. C. (2001). Relationship marketing and customer loyalty in a retail setting: A dyadic exploration. Journal of Marketing Management, 17(3-4), 287-319.
Uyar, K., Leblebici Koçer, L., & Sargın, S. (2020). Dindarlık etkisiyle İsrail mallarına karşı tüketici düşmanlığı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (49), 203-218.
Vesel, P., & Zabkar, V. (2009). Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of Retailing and Consumer Services, 16(5), 396-406. https://doi.org/10.1016/j.jretconser.2009.05.002
Wahyuni, S., & Fitriani, N. (2017). Brand religiosity aura and brand loyalty in Indonesia Islamic banking. Journal of Islamic Marketing, 8(3), 361-372. https://doi.org/10.1108/JIMA-06-2015-0044
Wilson, J. A. J. (2012). The new wave of transformational Islamic marketing. Journal of Islamic Marketing, 3(1), 5-11. https://doi.org/10.1108/17590831211225436
Wilson, J. A. J., & Liu, J. (2010). Shaping the Halal into a brand?. Journal of Islamic Marketing, 1(2), 107-123. https://doi.org/10.1108/17590831011055851
Yousef, W., Foroudi, P., Hussain, S., Yousef, N., Melewar, T. C., & Dennis, C. (2021). Impact of the strength of religious beliefs on brand love in the Islamic market. Corporate Reputation Review, 25(1) 1-18, https://doi.org/10.1057/s41299-020-00108-y
Yun, Z. S., Pysarchik, D. T., & Srivastava Dabas, C. (2012). The determinants of retail loyalty of Indian consumers. Journal of Food Products Marketing, 18(4), 268-286. https://doi.org/10.1080/10454446.2012.684329
Yusof, Y. L. M., & Jusoh, W. J. W. (2014). Islamic branding: The understanding and perception. Procedia-Social and Behavioral Sciences, 130, 179-185. https://doi.org/10.1016/j.sbspro.2014.04.022
Zainol, Z., Noor, N., & Tong, A. (2024). Faithful and luxurious: Mediating halal with luxury through self-congruity. Journal of Global Fashion Marketing, 15(4), 422-439. https://doi.org/10.1080/20932685.2024.2346841
Zainudin, M. I., Haji Hasan, F., & Othman, A. K. (2020). Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia. Journal of Islamic Marketing, 11(6), 1277-1293. https://doi.org/10.1108/JIMA-10-2018-0187
Zaki, R. M., & Elseidi, R. I. (2024). Religiosity and purchase intention: An Islamic apparel brand personality perspective. Journal of Islamic Marketing, 15(2), 361-396. https://doi.org/10.1108/JIMA-09-2022-0257
Zaki, R. M., Kheir El Din, A., & Elseidi, R. I. (2023). Islamic apparel brand personality model. Journal of Islamic Marketing, 14(2), 484-503. https://doi.org/10.1108/JIMA-07-2020-0203

Details

Primary Language

English

Subjects

Marketing Management, Marketing (Other)

Journal Section

Research Article

Authors

Ömer Akkaya ^*
0000-0002-2765-2370
Türkiye

Esen Şahin
0000-0001-7215-5018
Türkiye

Publication Date

March 29, 2026

Submission Date

July 10, 2025

Acceptance Date

March 19, 2026

Published in Issue

Year 2026 Volume: 7 Number: 3

DOI

https://doi.org/10.54733/smar.1739314

IZ

https://izlik.org/JA24SW28HS

APA

Akkaya, Ö., & Şahin, E. (2026). Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty. Sosyal Mucit Academic Review, 7(3), 276-308. https://doi.org/10.54733/smar.1739314

AMA

1.Akkaya Ö, Şahin E. Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty. SMAR. 2026;7(3):276-308. doi:10.54733/smar.1739314

Chicago

Akkaya, Ömer, and Esen Şahin. 2026. “Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty”. Sosyal Mucit Academic Review 7 (3): 276-308. https://doi.org/10.54733/smar.1739314.

EndNote

Akkaya Ö, Şahin E (March 1, 2026) Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty. Sosyal Mucit Academic Review 7 3 276–308.

IEEE

[1]Ö. Akkaya and E. Şahin, “Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty”, SMAR, vol. 7, no. 3, pp. 276–308, Mar. 2026, doi: 10.54733/smar.1739314.

ISNAD

Akkaya, Ömer - Şahin, Esen. “Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty”. Sosyal Mucit Academic Review 7/3 (March 1, 2026): 276-308. https://doi.org/10.54733/smar.1739314.

JAMA

1.Akkaya Ö, Şahin E. Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty. SMAR. 2026;7:276–308.

MLA

Akkaya, Ömer, and Esen Şahin. “Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty”. Sosyal Mucit Academic Review, vol. 7, no. 3, Mar. 2026, pp. 276-08, doi:10.54733/smar.1739314.

Vancouver

1.Ömer Akkaya, Esen Şahin. Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty. SMAR. 2026 Mar. 1;7(3):276-308. doi:10.54733/smar.1739314

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty

Abstract

Keywords

İslami Marka Kişiliği ve Dindarlık: Benlik İfade Eden Marka Değeri ve Benlik Genişletmenin Perakende Sadakati Üzerindeki Etkisi

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite