Halal is not just a purely religious issue; it is also in the realm of business and trade. The purpose of this study is to propose a model to determine the Halal brand personality and then examine its effect on brand trust and purchase intention. In particular, religious commitment with intra-personal and inter-personal dimensions is presented as a moderator variable. A literature review was conducted to select an appropriate theoretical model based on the recognized variables. In addition, the paper provides insight into each variable of the proposed model. The practical implication of this study extends to the new window for marketers and businesses in different countries involved in the Halal business. Establishing a strong Halal brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major player in this lucrative market. Shaping Halal in the lens of branding in the business environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand personality and brand trust on Halal.

/pdf/the-halal-brand-personality-and-its-effect-on-purchase-4dvxksuelk.pdf

The Halal brand personality and its effect on purchase intention

Before making a purchase, users are increasingly inclined to browse online reviews that are posted to share post-purchase experiences of products and services. However, not all reviews are necessarily authentic. Some entries could be fake yet written to appear authentic. Conceivably, authentic and fake reviews are not easy to differentiate. Hence, this paper uses supervised learning algorithms to analyze the extent to which authentic and fake reviews could be distinguished based on four linguistic clues, namely, understandability, level of details, writing style, and cognition indicators. The model performance was compared with two baselines. The results were generally promising.

/pdf/using-supervised-learning-to-classify-authentic-and-fake-50lnjgh0ps.pdf

Using supervised learning to classify authentic and fake online reviews

Avatar marketing: a study on the engagement and authenticity of virtual influencers on Instagram

The main purpose of this study is to explore the effects of country-of-origin of a brand (COB) and country of manufacture (COM) on the overall brand equity (OBE). A second purpose of this research is to investigate the mediating role of consumer based brand equity (CBBE) on the relationship between COB and COM and overall brand equity (OBE). To undertake this, a conceptual framework was designed and relationships among its constructs COB, COM, CBBE, and OBE were hypothesized. Data were collected from consumers located in two major cities in Egypt who were the owners of the selected brands of mobile phones. All hypotheses were tested using regression analysis. Results indicate that both COB and COM have direct and significant effect on CBBE, yet COM has significant lower effect on CBBE. In addition, COB and COM have direct influence on the overall brand equity. Furthermore, unlike COB, the results emphasized the mediating effect of CBBE on the relationships between COM and the overall brand equity. The current study considers only one product category, future researches would consider different product categories, for example convenience products and non-durable ones. Further research would take into account COB and COM effects from other developed and developing countries. Different sub-dimensions of COO for example Country of Assembly (COA) and Country of Design (COD) would be researched. The value of this paper stems from decomposing country of origin into COB and COM and investigating their plausible effect on the CBBE and the overall brand equity from the Egyptian consumers' points of view. Moreover, the mediating effect of CBBE is another significant issue.

/pdf/the-impact-of-country-of-origin-and-country-of-manufacture-1nedqjzh32.pdf

The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity

Mainstream literature shows that demand for counterfeit luxury brand products is primarily driven by consumers who want the status and image of luxury brands without the price tag. However, emerging evidence suggests that the interest of some consumers may be somewhat independent of the replicated brand. To date, the literature does not necessarily offer an alternate, or complementary, theory for these anomalous results. The current study proposes that the theory of ‘cool consumption’ by Generation Y helps to explain atypical demand for counterfeits. The cool consumption ideals of fun, rebellion and being a bit bad appear to fit with emerging evidence that some consumers see using counterfeits as fun and a way to go against the mainstream. A survey of 251 Gen Y young adults examines whether their consumption relates more closely to counterfeit-oriented attitudes, norms and beliefs than attitudes towards the genuine brand and price considerations. The research also compares counterfeit owners and non-owners in terms of genuine brand evaluations and loyalty to counterfeits in general. Overall, the findings show that for this segment, consuming counterfeit luxury products is more about the counterfeit aspects than brands or price, and the theory of cool consumption provides a plausible explanation for the results.

Hip to be cool: A Gen Y view of counterfeit luxury products

In this research, on the basis of a review of the literature on brand image, brand equity, involvement, and purchase intention, we developed a questionnaire to explore the correlation of brand image and brand equity with consumer purchase intention. Respondents were university students in Taiwan. After analysis with SPSS, the following results were found: brand image significantly affected brand equity, brand equity significantly affected purchase intention, and brand image significantly affected purchase intention, but involvement showed no significant effect across all dimensions.

Brands and consumer behavior

With the growing popularity of the internet infrastructure, the online shopping patterns have been gradually accepted by the public. This study aims to integrate relevant theoretical literatures related to the online shopping tendencies and perceived risks etc. into the theoretical frameworks and attempts to empirically identify the relationship between the customers’ perceived risks and online shopping tendencies and thus, to have a understanding of consumers’ shopping behaviors. In this study, the related software of SPSS 19.0 was adopted as a data analysis tool, and the analytical methods included in this study were the reliability analysis, factor analysis, correlation analysis and regression analysis etc. The research results found that there was a correlation between the online shopping tendencies and the perceived risks, and the online shopping tendencies had a significant influence on the perceived risks.

A Study on the Correlation between the Customers’ Perceived Risks and Online Shopping Tendencies

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Brands and consumer behavior

A Study on the Correlation between the Customers’ Perceived Risks and Online Shopping Tendencies