Brand management in religious markets: the brand personality dimensionality of Islamic professional sports

With around one and a half billion Muslim market consumers highly concerned regarding their religious values during the process of purchasing products, it is shocking that there is very little consideration to 'Muslimspurchasing behaviour'. This study takes into account the establishment of the theory, TPB and the diffusion of innovation theory. Therefore, an integrated model which determines the antecedents of intention to purchase Halal cosmetics religiosity, subjective norms, perceived behavioural control, relative advantages, attitudes and awareness's was established. A questionnaire was made use of and 368 respondents supported the hypotheses proposed by this study; inclusive of the fact that more Islamic compliant cosmetics are likely to be favoured as well as purchased by Muslim consumers. In addition, the more religious the consumers, the more they tend to purchase Halal cosmetics as way of satisfying their religious values. Lastly, the constructs of subjective norms (such as; awareness, relative advantages, perceived behavioural control, and attitude to name but a few) are observed to be positive and significant in relation to the purchasing behaviour of Halal cosmetics. Accordingly, cosmetics firms that are targeting Muslim markets are advised to design their marketing activities based on a behavioural perspective which enhances and advantages social expectations, awareness and Islamic compliance, which would then in turn enhance their competitive advantage.