Does Religious Orientation Matter? Reassessing the Role of Brand Credibility and Customer Loyalty on the Controversial Brand in Emerging Market

摘要

This study Indonesia is a country with a Muslim-majority population. Halal labels on products and services, especially on food, become essential things to consider in food consumption. Food products that do not have a halal label will certainly cause consumer doubts and become a controversial brand for Muslim consumers in Indonesia. Controversial brands often have high brand credibility in the community in terms of popularity, but do not have a halal label. This study aims to investigate the role of religious orientation, brand credibility, and customer loyalty to controversial brands of food products. Using survey techniques, data obtained from 170 respondents were processed and analyzed using Structural Equation Modeling (SEM). The analysis showed that customer loyalty was influenced by brand credibility, while brand credibility was formed by the positive influence of trustworthiness and perceived quality. Religious orientation moderated the influence of trustworthiness and perceived quality on brand credibility.