Brand Name Love: The Effects of Islamic Bracketed Brand Name on Perceived Quality and Purchase Intentions Retail Food Industry of Pakistan

Abstract

This paper designs a 2x2-experiment research model within the subjects to analyze the effects of the “Islamic” bracketed brand name vs ordinary brand on consumer’s behavioral outcome-perceived quality and purchase intentions in the food industry of Pakistan. Islamic branding is a growing phenomenon and a large number of retailers in Islamic countries are using the word “Islamic” in brand design strategies. Two-way ANOVA for factorial analysis of variance is used with help of SPSS. The research findings reveal that Islamic origin brand names have a positive and significant impact on the perceived quality of products and consumer purchase intentions. Findings have important implications for retailers and SME businesses in Islamic countries in the brand-building process.