Main Article Content

Abstract

This study analyzes the effect of religious brand community support (RBCS) in strengthening customer ethical perceptions (CEP) to establish trust and readiness for religious value co-creation. 212 Islamic clothing brand community members were the respondents in this study. They are involved in the purchasing interaction through online media, both consumer to consumer and consumer to the online shop owner. SEM was used to analyze and examine the empirical model. This study found that the role of RBCS in forming ethical perceptions regarding online shops can provide a sense of security, keep promises, and provide good service recovery. All of these impacts strengthen trust both with brands and online shop owners. Strengthening ethical perceptions and trust will increase consumer interest in the interaction of knowledge, experience, and religious belief that online shops can sell clothing products that are in accordance with religious law. The results of this study are beneficial for online shops that offer religious products, especially Islamic clothing, to manage a religio-centric market and strengthen a virtual community based on religious beliefs that are the same as the product value. This will strengthen the virtual halal ecosystem and provide a virtual da’wah space for religio-centric consumers who base all their activities on worship according to their religious values.

Keywords

Customer ethical perceptions Religious brand community support Trust Market religio-centric Religious value co-creation

Article Details

How to Cite
Sudarti, K., Hendar, H., & Tharrazana, N. . (2024). The role of religious brand community support to increase value co-creation in market religio-centric. Asian Management and Business Review, 4(2), 173–186. https://doi.org/10.20885/AMBR.vol4.iss2.art1

References

  1. Abuznaid, S. (2012). Islamic marketing: Addressing the Muslim market. An-Najah Univ. J. Res. (Humanities), 26(6), 1473-1503.
  2. Agag, G. (2019). E-commerce ethics and its impact on buyer repurchase intentions and loyalty: An empirical study of small and medium Egyptian businesses. Journal of Business Ethics, 154(2), 389–410. https://doi.org/10.1007/s10551-017-3452-3
  3. Ahmad, A. N., Abd Rahman, A., & Ab Rahman, S. (2015). Assessing knowledge and religiosity on consumer behavior towards halal food and cosmetic products. International Journal of Social Science and Humanity, 5(1), 10–14. https://doi.org/10.7763/ijssh.2015.v5.413
  4. Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information and Management, 55(8), 939–955. https://doi.org/10.1016/j.im.2018.04.009
  5. Alserhan, B. A. (2020). The Principles of Islamic Marketing, first edition. London: Routledge. https://doi.org/10.4324/9781351145688
  6. Ariffin, S. K., & Shah, K. A. M., & Ismail, I. (2016). Muslim consumers’ attitudes toward the advertisement of non-certified coffee shops. Jurnal Pengurusan, 48(1), 111-123. http://dx.doi.org/10.17576/pengurusan-2016-48-09.
  7. Barrera Jr, M. (1986). Distinctions between social support concepts, measures, and models. American Journal of Community Psychology, 14(4), 413-445. https://doi.org/10.1007/BF00922627
  8. Bimaruci, H., Hudaya, A., & Ali, H. (2020). Model of consumer trust on travel agent online: Analysis of perceived usefulness and security on re-purchase interests (Case study Tiket. com). Dinasti International Journal of Economics, Finance & Accounting, 1(1), 110-124. https://doi.org/10.38035/dijefa.v1i1.227
  9. Bleier, A., Goldfarb, A., & Tucker, C. (2020). Consumer privacy and the future of data-based innovation and marketing. International Journal of Research in Marketing, 37(3), 466–480. https://doi.org/10.1016/j.ijresmar.2020.03.006
  10. Busser, J. A., & Shulga, L. V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69–86. https://doi.org/10.1016/j.tourman.2017.09.014
  11. Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2021). Factors influencing consumer attitudes toward online shopping: The mediating effect of trust. EuroMed Journal of Business, 16(4), 544-563. https://doi.org/10.1108/EMJB-05-2020-0046
  12. Cobb, S. (1976). Social support as a moderator of life stress. Psychosomatic Medicine, 38(5), 300–314. https://doi.org/10.1097/00006842-197609000-00003
  13. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.1177/002224299005400306
  14. Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective. Internet Research, 26(1), 288-310. https://doi.org/10.1108/IntR-10-2014-0244
  15. Eryandra, A., Sjabadhyni, B., & Mustika, M. D. (2018). How older consumers’ perceived ethicality influences brand loyalty. SAGE Open, 8(2). https://doi.org/10.1177/2158244018778105
  16. Floren, J., Rasul, T., & Gani, A. (2019). Islamic marketing and customer behaviour: A systematic literature review. Journal of Islamic Marketing, 11(6), 1557-1578. https://doi.org/10.1108/JIMA-05-2019-0100
  17. García-Martín, M. A., Hombrados-Mendieta, I., & Gómez-Jacinto, L. (2016). Una aproximación multidimensional al apoyo social: El Cuestionario de Frecuencia y Satisfacción con el Apoyo Social (CFSAS). Anales de Psicología, 32(2), 501-515. https://doi.org/10.6018/analesps.32.2.201941
  18. Ghorbani, M., & Azadi, H. (2021). A social-relational approach for analyzing trust and collaboration networks as preconditions for rangeland comanagement. Rangeland Ecology & Management, 75, 170-184. https://doi.org/10.1016/j.rama.2020.10.008
  19. Ghozali, I. (2015). Model Persamaan Struktural: Konsep dan Aplikasi dengan Program Amos 24.0. Semarang: Badan Penerbit Universitas Diponegoro.
  20. Golooba, M., & Ahlan, A. R. (2020). Service value co-creation in research & innovation practices in higher education institutions in Malaysia. Procedia Technology, 11, 342–347. https://doi.org/10.1016/j.protcy.2013.12.200
  21. Gura˘u, C. (2015). Positioning strategies in the value-added chain of the biopharmaceutical sector: The case of UK SMEs. Journal of Consumer Marketing, 21(7), 476–485. https://doi.org/10.1108/ 07363760410568699
  22. Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27. https://doi.org/10.1016/j.techfore.2014.05.012
  23. Hajli, N. (2018). Ethical environment in the online communities by information credibility: A social media perspective. Journal of Business Ethics, 149(4), 799–810. https://doi.org/10.1007/s10551-016-3036-7
  24. Hendar, H., Ferdinand, A. T., & Nurhidayati, T. (2017). Introducing the religio-centric positional advantage to Indonesia small business. Management & Marketing, 12(1), 78-102. https://doi.org/10.1515/mmcks-2017-0006
  25. Hendar, H., Nurhayati, T., & Sugiyarti, G. (2018). Religio-centric fashion advantage on marketing performance: The role of innovativeness and customer responsiveness. Contaduria y Administracion, 63(4), 60. https://doi.org/10.22201/fca.24488410e.2018.1378
  26. Hendar, H. (2019). Religio-centric selling strategy in the relationship between market sensing capability and the SMEs business performance. International Journal of Islamic Business Ethics, 4(2), 640-658. http://dx.doi.org/10.30659/ijibe.4.2.640-658
  27. Hendar, H., Zulfa, M., Ratnawati, A., & Mulyana, M. (2020). Religio-centric product strategy on marketing performance. Journal of Research in Marketing and Entrepreneurship, 22(2), 181-203. https://doi.org/10.1108/JRME-02-2019-0014
  28. Hofenk, D., van Birgelen, M., Bloemer, J., & Semeijn, J. (2019). How and when retailers’ sustainability efforts translate into positive consumer responses: The interplay between personal and social factors. Journal of Business Ethics, 156(2), 473–492. https://doi.org/10.1007/s10551-017-3616-1
  29. Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18(1), 41-53. https://doi.org/10.1108/07363760110 365796
  30. Hult, G. T. M., Sharma, P. N., Morgeson, F. V., & Zhang, Y. (2019). Antecedents and consequences of customer satisfaction: Do they differ across online and offline purchases? Journal of Retailing, 95(1), 10–23. https://doi.org/10.1016/j.jretai.2018.10.003
  31. Kashif, M., & Zarkada, A. (2015). Value co-destruction between customers and frontline employees. International Journal of Bank Marketing, 33(6), 672–691. https://doi.org/10.1108/IJBM-09-2014-0121
  32. Kim, K., Byon, K. K., & Baek, W. (2020). Customer-to-customer value co-creation and co-destruction in sporting events. Service Industries Journal, 40(9–10), 633–655. https://doi.org/10.1080/02642069.2019.1586887
  33. Kleber, D. M. S., & Volkova, T. (2017). Value co-creation drivers and components in dynamic markets. Marketing and Branding Research, 4(3), 249-263. https://doi.org/10.33844/mbr.2017.60225
  34. Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2021). Antecedent factors that affect restaurant brand trust and brand loyalty: Focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 990-1015. https://doi.org/10.1108/JPBM-02-2020-2763
  35. Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727X.2015.1005806
  36. Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a customer co-creation value (CCCV) scale. Journal of Business Research, 82, 79–89. https://doi.org/10.1016/j.jbusres.2017.08.018
  37. Mishra, S. (2020). Social networks, social capital, social support and academic success in higher education: A systematic review with a special focus on ‘underrepresented’students. Educational Research Review, 29, 100307. https://doi.org/10.1016/j.edurev.2019.100307
  38. Murray, J., Elms, J., & Curran, M. (2019). Examining empathy and responsiveness in a high-service context. International Journal of Retail & Distribution Management, 47(12), 1364-1378. https://doi.org/10.1108/IJRDM-01-2019-0016
  39. Nadeem, W., & Al-Imamy, S. (2020). Do ethics drive value co-creation on digital sharing economy platforms? Journal of Retailing and Consumer Services, 55, 102095. https://doi.org/10.1016/j.jretconser.2020.102095
  40. Nadeem, W., Juntunen, M., Hajli, N., & Tajvidi, M. (2021). The role of ethical perceptions in consumers’ participation and value co-creation on sharing economy platforms. Journal of Business Ethics, 169(3), 421–441. https://doi.org/10.1007/s10551-019-04314-5
  41. Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, 151, 119786. https://doi.org/10.1016/j.techfore.2019.119786
  42. Othmani, L., & Bouslama, N. (2015). Perceived quality of a virtual community and its components: An exploratory investigation. Journal of Internet Social Networking & Virtual Communities, 2015, 888628. https://doi.org/10.5171/2015.888628
  43. Pareigis, J., Edvardsson, B., & Enquist, B. (2011). Exploring the role of the service environment in forming customer's service experience. International Journal of Quality and Service Sciences, 3(1), 110-124. https://doi.org/10.1108/17566691111115117
  44. Rahman, M. S. (2012). Young consumer’s perception on foreign made fast moving consumer goods: The role of religiosity, spirituality and animosity. International Journal of Business and Management Science, 5(2), 103–118. https://doi.org/10.3316/informit.773364027620805
  45. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
  46. Sudarti, K., Fachrunnisa, O., Hendar, & Adhiatma, A. (2021). Religious value co-creation: A strategy to strengthen customer engagement. In Complex, Intelligent and Software Intensive Systems: Proceedings of the 15th International Conference on Complex, Intelligent and Software Intensive Systems (CISIS-2021) (Vol. 278, pp. 417-425). https://doi.org/10.1007/978-3-030-79725-6_41
  47. Vargo, S. L., Akaka, M. A., & Vaughan, C. M. (2017). Conceptualizing value: A service-ecosystem view. Journal of Creating Value, 3(2), 117-124. https://doi.org/10.1177/2394964317732861
  48. Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323. https://doi.org/10.1016/j.intmar.2013.09.001
  49. Yan, R., & Cao, Z. (2017). Product returns, asymmetric information, and firm performance. International Journal of Production Economics, 185, 211–222. https://doi.org/10.1016/j.ijpe.2017.01.001
  50. Zhang, T. C., Jahromi, M. F., & Kizildag, M. (2018). Value co-creation in a sharing economy: The end of price wars? International Journal of Hospitality Management, 71, 51–58. https://doi.org/10.1016/j.ijhm.2017.11.010
  51. Zhang, M., Lin, W., Ma, Z., Yang, J., & Zhang, Y. (2023). Users’ health information sharing intention in strong ties social media: Context of emerging markets. Library Hi Tech, 41(3), 853-876. https://doi.org/10.1108/LHT-02-2020-0024.