Rozita Naina Mohamed

The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia

Purpose – This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia.Design/methodology/approach – A survey of the fast food industry in Malaysia was conducted as the primary source of information.Findings – It is expected that religious sensitivity will influence brand trust, equity and values of the food industry in Malaysia.Research limitations/implications – The paper focuses on the fast food industry and concentrates only on the impact of religious sensitivity on brand trust, equity and values.Practical implications – The results provide insights to the fast food sector and other organizations of similar structure regarding how they could manage marketing strategies for improved business performance.Originality/value – This paper is perhaps one of the first to investigate the impact of religious sensitivity on the fast food industry.

A Study of Malaysian Customers Purchase Motivation of Halal Cosmetics Retail Products: Examining Theory of Consumption Value and Customer Satisfaction

Abstract Today, Halal is not simply a religious issue rather it is an opportunity to increase sale and acquire competitive advantage. Concerning its importance, this conceptual paper explores the relationship between perceived value and customer satisfaction for Halal cosmetics products by expanding the Theory of Consumption Value (TCV). This study applies the consumption value model as the basic framework, which includes the functional value, the social value, the emotional value, the epistemic value and the conditional value. This paper proposes brand value as a new value dimension to the original framework. There is a need to investigate the value dimensions identified in greater depth and to operationalise these dimensions so that the key relationships that can better explain consumers’ choices and reactions can be established.

The impact of financial ratios on the financial performance of a chemical company

Purpose – The purpose of this paper is to examine the impact of financial ratios on the financial performance of a chemical company: LyondellBasell Industries (LYB). Some selected ratios: current ratio (CR) and quick ratio (QR) represent the liquidity ratios, debt ratio (DR) and debt equity ratio (DTER) represent the leverage ratios, while operating profit margin (OPM) and net profit margin (NPM) represent the profitability ratios. LYB faced financial problems after its merger and the financial performance of the company shrank to negative due to the world financial crisis. However, this company has bounced back after a year and is now the worlds third largest chemical company based on revenue. Design/methodology/approach – The financial ratios were measured from 2004 to 2011, quarterly. A multiple regression model has been used and secondary data has been analyzed. Findings – The results shows that CR, QR, DR and NPM have a positive relationship while DTER and OPM have a negative relationship with the c...

Exploring customer attachment behaviour to sustain the retail industry in Malaysia

Purpose – The effectiveness of customer experience management to current market growth and perhaps business sustainability has drawn the attention of practitioners and academicians. This paper aims to address the gap by empirically investigating the effect of service encounter, trustworthy promotion and customer attachment behaviour with the moderating influence of customer emotional experience and commitment. Design/methodology/approach – The study has used a survey approach with a self-administered questionnaire distributed in a retail store intercept: a drop off and collect technique. A hypothesized model was developed, analyzed and tested rigorously using the structural equation modelling procedure. Findings – The findings reveal that customer emotional experience has positive significant effects on customer attachment behaviour, but not commitment. However, consumers in general will look for the trustworthiness of promotional activities when purchasing both local and international products. Originali...

Conceptualization of Immersive Brand Experience (IBX) Measurement Scale of Emotion

Abstract The airlines industry is an important sub-sector in transportation and service industry. Since repeat business is critical to sustaining airline organizations, many have invested in various marketing strategies to entice customer loyalty. Customers’ travel experience may influence their commitment toward airline brand. Brand experience primarily emotional experience creates value in consumer buying behavior. Studies on Brand Experience (BE) in recent years have unravelled some gaps that exist in customer loyalty literature. For example, loyal customers are deeply involved and preoccupied with the brand. Their physical and emotional state of mind is engaged with the brand at every touch points along their consumption journey. Hence, brand experience contributes to business sustainability and growth. Therefore, in formulating branding strategy, marketers must focus on efforts to create an immersive brand experience (IBX) that drives brand attachment and engagement. Despite its importance, there is still limited empirical evidence to address this emerging concept. It could be speculated that lack of established reliable and valid scale to conceptualize and operationalize BE is one of the main contributing factors. Against this backdrop, this study attempts to develop a theory-based IBX conceptual framework by using established PAD Theory. Rigorous methodologies will be used to identify the factorial structure of IBX and subsequently the scales psychometric properties of dimensionality, validity, and reliability will be determined by confirmatory factor analysis. The proposed new dimension, spirituality (S) will be integrated with PAD Theory, which then will be known as PADS. Finally to develop a theoretical framework, the nomological validation will be conducted between IBX construct and brand resonance. A mixed research methodology that includes in-depth interviews, focus group discussion, quasi-experiment, and consumer survey will be employed to achieve the research goals. The research findings shall contribute a new scale (IBX) to the marketing literature that could be utilized to formulate a winning branding strategy for airline brands.

Sense of Community Among Malay Customers: Evidence from Western Food Outlets in Malaysia Using Structural Equation Modelling Approach (SEM)

Malay customers are becoming western food lovers nowadays. Malay consumers contribute to the nation’s economy; thus, the survival of the food industry and its longevity prompted the current investigation. The central issue of this research is to unravel empirically the effects of antecedents on customer’s experience and subsequently examined its effect on their sense of community. Creating customer experience that is synonymous with a particular brand is becoming increasingly recognized as a vital driver of sense of community. This paper aims to address the gaps by empirically investigating the impact of customer’s experience on sense of community. Self-administered questionnaires were distributed through store intercept at selected western food restaurants such as Starbucks, Kenny Rogers and Nando’s. Two hundred fifty useable data from Malay consumers were analysed using structural equation modelling (SEM) procedure. Several interesting findings are confirmed: (1) service quality is not a significant predictor of customer’s experience; (2) customer’s experience has a positive effect on sense of community. These findings have important implications for consumer behaviour literature and retail industry.