Islamic Brand Resonance: A Study of Pakistan’s Muslim Consumer Market

Abstract

This study is focused on the creation of brand resonance in the Muslim consumer market through the construct of Islamic Branding. The empirical study is conducted on the Muslim consumers in Pakistan. The Muslim consumer market is a growing opportunity for brand managers all over the world. The research framework explores the influence of Islamic Branding Antecedents, namely Religiosity, Islamic Brand Knowledge, and Islamic Corporate Social Responsibility (ICSR), on Islamic Branding and the subsequent impact of Islamic Branding on the brand resonance of an Islamic brand. The research framework is based on Keller’s Model of Consumer-Based Brand Equity and the Theory of Self-Congruity. The analysis is conducted through IBM SPSS and SMART PLS. The findings revealed the significant influence of Islamic Branding antecedents on Islamic Branding and the influence of this branding ideology on the Brand Resonance of an Islamic Brand. The study identifies significant tools for brand managers and policymakers to create brand resonance for Islamic brands. Currently, limited studies have been done in the area of Islamic Branding and Brand Resonance.