Brand credibility, customer loyalty and the role of religious orientation

Abstract

Purpose

The purpose of this paper is to study brand credibility, customer loyalty and the impact of religious orientation in the Pakistani setting.

Design/methodology/approach

In a study of 263 respondents, exploratory and confirmatory factor analyses were conducted in order to check the fit of the data and the presence of common method variance. Correlation and hierarchical regression analysis was performed to evaluate the hypothesized relationships between the variables.

Findings

Significant and positive relationships were observed between trustworthiness and brand credibility, perceived quality and brand credibility, brand credibility and customer loyalty, religious orientation and customer loyalty. Brand credibility was also found to mediate the relationship between trustworthiness, perceived quality and customer loyalty. Religious orientation was observed to moderate the relationship between trustworthiness and brand credibility.

Originality/value

The paper evaluates brand credibility and customer loyalty in relation to trustworthiness and perceived value in a Pakistani setting. Religious orientation is a term coined up for this research and its impact as a moderator is also evaluated.

Citation

Alam, A., Usman Arshad, M. and Adnan Shabbir, S. (2012), "Brand credibility, customer loyalty and the role of religious orientation", Asia Pacific Journal of Marketing and Logistics, Vol. 24 No. 4, pp. 583-598. https://doi.org/10.1108/13555851211259034