effect onpurchasingintention. Halalmarketing alsoshows a significantand positive effecton purchasingintention. The foodsafety, halalcertification, brandimage, andperceived qualityshow the sameeffect which has nodirect effect onpurchasingintention.Furthermore, Foodsafety has anindirect effect onpurchasingintention throughhealth reason.Halal certification
has an indirecteffect on purchaseintention throughbrand imagevariable.Meanwhile, brandimage andperceived qualityhave an indirecteffect throughperceived valuevariable onpurchasingintention.5.The Effect ofCelebrityEndorsement onConsumerPurchaseIntention –Evidence from QMobile LinqAdvertisementCelebrityendorsement,celebrity brandmatch-up,consumerpurchaseintentionMariumMateen KhanManagers cancreate a positivebrand image andinfluenceconsumer purchaseintention bykeeping thecelebrityendorser’sattributes in mind.From the analysisit was concludedthat managersshould keep someaspects in mindwhich include;· Use of celebrity
endorsementshould be keptconsistent overtime to strengthenthe associationbetween theendorser and theendorsed brand.· The execution ofthe advertisementin which acelebrity endorseris used should beexecuted in asimple and cleanmanner.Advertisers shouldkeep the irrelevantdesign elementsout of suchadvertisements.
6.The Impact ofCelebrityEndorsement onBrand Imagecelebrityendorser,brand imageSyutriaLomboanResults andconclusions arethat all variables ofcelebrity endorser(credibility,attractiveness,expertise,trustworthiness,and celebritymatch-up product)influence brandimage withcredibility is themost influencingvariable.7.The Influence ofBrand Image, andService QualityTowardConsumerPurchaseIntention of BlueBird TaxiManadobrand image,servicequality,consumerpurchaseintention.Evans MambuThe result showedthat Brand Imageand ServiceQuality have apositive influenceon consumerpurchase intention.However, Servicequality is showednot significantly onconsumer purchaseintention. Thecompany shouldimprove the qualityof service as their
marketing tools.2.3. Relationship Among Variable2.3.1 Halal certification toward brand imageAccording to Riaz and Chaudry (2004, p. 165), a Halal food certification, inthe form of logo, marking, or certificate, is “a document issued by an Islamicorganisation certifying that the products listed on it meet Islamic dietaryguidelines, as defined by [a particular] certifying agency”. The relationshipbetween halal certification and brand image can be build up for the brand image.If the brand prioritize about halal ceritification then it can be make the brandimage more trusted to use. So we can conclude that halal certification affectingbrand image.
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- Fall '19