Generation Z’s Brand Love for Skincare Products: Do Religious Beliefs Matter?

Waluyo Waluyo (1), Rina Sari Qurniawati (2), Yulfan Arif Nurohman (3)
(1) Faculty of Islamic Economics and Business, UIN Raden Mas Said Surakarta
(2) Department of Management, STIE AMA Salatiga
(3) Faculty of Islamic Economics and Business, UIN Raden Mas Said Surakarta
Fulltext View | Download
How to cite (SHIRKAH) :
Waluyo, W., Qurniawati, R. S., & Nurohman, Y. A. (2023). Generation Z’s Brand Love for Skincare Products: Do Religious Beliefs Matter?. Shirkah: Journal of Economics and Business, 8(1), 95–108. https://doi.org/10.22515/shirkah.v8i1.615
To date, there has been no prior research examining the relationship between brand love as a determinant of brand loyalty and e-WOM specifically for halal skincare products. This study investigates how Muslim Generation Z might love a brand because of their religious beliefs and brand identity, resulting in brand loyalty and e-WOM that benefits the company. The questionnaire for this study was completed online by 120 participants from three cities in Central Java, Indonesia, namely Semarang, Salatiga, and Surakarta. The model was tested using PLS-SEM. The results of the research revealed that religious beliefs and brand identification affected brand love, whereas brand love affected brand loyalty and e-WOM. From this research, it can be seen that branding cannot be separated from faith. Muslims like brands that reflect their religious values and allow them to identify as Muslims. Therefore, marketers must have a comprehensive understanding of the halal concept in the manufacturing and production processes of halal skincare.

Afendi, N. A., & Lina, F. (2014). Determinants of halal purchase intention: Case in Perlis. International Journal of Business and Social Research, 4(5), 118–123. https://doi.org/10.18533/ijbsr.v4i5.495

Albert, N., & Merunka, D. (2013). The role of brand love in consumerâ€brand relationships. Journal of Consumer Marketing, 30(3), 258-266. https://doi.org/10.1108/07363761311328928

Alnawas, I., & Altarifi, S. (2016). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 111–128. https://doi.org/10.1177/1356766715604663

Anwar, A., & Jalees, T. (2020). Brand orientation and WOM: Mediating roles of brand love. Journal of Management Sciences, 7(1), 14–30. https://doi.org/10.20547/jms.2014.2007102

Aoun, I., & Tournois, L. (2015). Building holistic brands: An exploratory study of halal cosmetics. Journal of Islamic Marketing, 6(1), 109–132. https://doi.org/10.1108/JIMA-05-2014-0035

Attiq, S., Abdul Hamid, A. B., Khokhar, M. N., Shah, H. J., & Shahzad, A. (2022). “Wow! it’s coolâ€: How brand coolness affects the customer psychological well-being through brand love and brand engagement. Frontiers in Psychology, 13(June), 1–19. https://doi.org/10.3389/fpsyg.2022.923870

Barbier, B. (2021). How the psychological effects rising from Covid-19 affect consumer behavior: A study on Italian Gen Z and beauty care products (Doctoral dissertation, Universidade NOVA de Lisboa (Portugal).

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339

Bozbay, Z., Karami, A., & Arghashi, V. (2014). The relationship between brand love and brand attitude. The 2nd Conference on Management & Business, May, 1–24.

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2

Choi, Y. K., Seo, Y., & Yoon, S. (2017). E-WOM messaging on social media: Social ties, temporal distance, and message concreteness. Internet Research, 27(3), 495–505. https://doi.org/10.1108/IntR-07-2016-0198

Cohen, J. B., & Houston, J. (1972). Cognitive consequences of brand loyalty. Journal of Marketing, 9(1), 97–99. http://dx.doi.org/10.2307/3149619

Dalman, M. D., Buche, M. W., & Min, J. (2019). The differential influence of identification on ethical judgment: The role of brand love. Journal of Business Ethics, 158(3), 875–891. https://doi.org/10.1007/s10551-017-3774-1

Dam, T. C. (2020). The effect of brand image, brand love on brand commitment and positive word-of-mouth. The Journal of Asian Finance, Economics and Business, 7(11), 449–457. https://doi.org/10.13106/jafeb.2020.vol7.no11.449

Duarte, P., Costa e Silva, S., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44(May), 161–169. https://doi.org/10.1016/j.jretconser.2018.06.007

Ferdinand, A. T. (2006). Metode penelitian manajemen. Badan Penerbit Universitas Diponegoro.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Sage Publications

Garg, P., & Joshi, R. (2018). Purchase intention of “Halal†brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125

Ghazali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25.0. Universitas Diponegoro.

Grace, D., Ross, M., & King, C. (2020). Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52(June 2019). https://doi.org/10.1016/j.jretconser.2019.101908

Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2014). Multivariate data analysis, 7th Pearson new international ed. In Harlow: Pearson (Seventh Ed). Pearson Education Limited.

Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. Sage publications.

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465

Iqbal, J., Malik, M., Yousaf, S., & Yaqub, R. M. S. (2021). Brand reputation, brand experience, and electronic word of mouth toward smartphone: Investigating the mediating role of brand love. Journal of Public Affairs, 21(3). https://doi.org/10.1002/pa.2455

Jiang, K. (2021). The influence of e-WOM on young female consumers’ purchase behaviour in the cosmetic industry in China [Nation College of Ireland]. http://norma.ncirl.ie/id/eprint/5430%0Ahttp://norma.ncirl.ie/5430/1/kaijiang.pdf

Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. In International Journal of Consumer Studies, 45(2), 259-272. https://doi.org/10.1111/ijcs.12618

Joshi, R., & Garg, P. (2022). Assessing brand love, brand sacredness and brand fidelity towards halal brands. Journal of Islamic Marketing, 13(4), 807–823. https://doi.org/10.1108/JIMA-04-2020-0104

Kamardin, P. Q., & Sarif, S. M. (2021). Gen-Z, spending power and pattern towards economic performance in Malaysia. International Conference on Economics, Entrepreneurship and Management , 2021, 1–17. https://usimtijarah.com/wp-content/uploads/2021/03/ICEEM_2021__015_003-GEN-Z-SPENDING-POWER-AND-PATTERN-TOWARDS-ECONOMIC-PERFORMANCE-IN-MALAYSIA.pdf

Kang, A. (2015). Brand love – Moving beyond loyalty an empirical investigation of perceived brand love of Indian consumer. Arab Economic and Business Journal, 10(2), 90–101. https://doi.org/10.1016/j.aebj.2015.04.001

Kassim, N. M., Jamaludin, N. A. B., & Hussain Shaari, Z. (2021). Investigating the brand loyalty of domestic cosmetic in an emerging market. SHS Web of Conferences, 124, 05001. https://doi.org/10.1051/shsconf/202112405001

Khan, A., Mohammad, A. S., & Muhammad, S. (2021). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), 1492–1520. https://doi.org/10.1108/JIMA-11-2019-0236

Kiuru, H. K. J. M. K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product & Brand Management, 25(6). http://dx.doi.org/10.1108/JPBM-03-2015-0834

Kurniawati, D. A., & Savitri, H. (2020). Awareness level analysis of Indonesian consumers toward halal products. Journal of Islamic Marketing, 11(2), 531–546. https://doi.org/10.1108/JIMA-10-2017-0104

Liu, C. R., Chiu, T. H., Wang, Y. C., & Huang, W. S. (2020). Generation Y’s revisit intention and price premium for lifestyle hotels: brand love as the mediator. International Journal of Hospitality and Tourism Administration, 21(3), 242–264. https://doi.org/10.1080/15256480.2018.1464421

Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41(7), 985-1005. https://doi.org/10.1108/OIR-08-2016-0236

Mingione, M., Cristofaro, M., & Mondi, D. (2020). “If I give you my emotion, what do I get?†Conceptualizing and measuring the co-created emotional value of the brand. Journal of Business Research, 109, 310–320. https://doi.org/10.1016/j.jbusres.2019.11.071

Murphy, J. (1988). BRANDING. Marketing intelligence & planning, 6(4), 4–8. https://doi.org/10.1108/eb045775

Ridhwan, R. M., Moko, W., & Hadiwidjojo, D. (2021). The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust. International Journal of Research in Business and Social Science (2147- 4478), 10(3), 132–138. https://doi.org/10.20525/ijrbs.v10i3.1154

Rodrigues, P., Sousa, A., & Torres, I. (2022). Generation Y and brand love: Understanding the effects of individual cultural values and religious commitment. Journal of Creative Communications, 1–18. https://doi.org/10.1177/09732586221092637

Sallam, M. A. (2014). The effects of brand image and brand identification on brand love and purchase decision making: The role of WOM. International Business Research, 7(10), 187–193. https://doi.org/10.5539/ibr.v7n10p187

Sama, R., Trivedi, J. P., Akmal Jamaludin, N., Nazirin Ismail, I., Mohd Kassim, N., Binti Jamaludin, N. A., Hussain Shaari, Z., Jihan, A., Musa, R., Hassan, F., Rani, N. S. A., & Krishnan, K. S. D. (2021). Factors affecting consumers’ loyalty towards halal cosmetics: An emerging market perspective. Journal of Business & Retail Management Research, 3(3), 254–273. https://doi.org/10.1504/IJBEM.2019.102655

Sheth, J. N. (1970). Measurement of multidimensional brand loyalty of a consumer. Journal of Marketing Research, 7(3), 348–354. https://doi.org/10.1177/002224377000700310

Solihah, M. A. (2022). Peningkatan konsumsi kosmetik halal Indonesia di masa pandemi. Kompasiana. https://www.kompasiana.com/mila74496/6241cae6274a7a695a529803/peningkatan-konsumsi-kosmetik-halal-indonesia-di-masa-pandemi?page=1&page_images=1

Souiden, N., & Rani, M. (2015). Consumer attitudes and purchase intentions toward Islamic banks: the influence of religiosity. International Journal of Bank Marketing, 33(2), 143–161. https://doi.org/10.1108/IJBM-10-2013-0115

Suartina, I. W., Wimba, I. G. A., Astrama, I. M., Wulandari, N. L. A. A., Rahmayanti, P. L. D., Yasa, N. N. K., & Sujana, I. K. (2022). The role of brand love in mediating the effect of intensive distribution and social media promotion on brand loyalty and e-WOM. International Journal of Data and Network Science, 6(2), 335–346. https://doi.org/10.5267/j.ijdns.2022.1.004

Tabassum, S., Khwaja, M. G., & Zaman, U. (2020). Can narrative advertisement and eWOM influence generation z purchase intentions? Information (Switzerland), 11(12), 1–16. https://doi.org/10.3390/info11120545

Tekbiyik, K., & Erdogmus, I. E. (2020). The impact of brand love on constructive and defensive e-WOM intentions of consumers: The moderating role of e-WOM valence. Bogazici Journal, 34(1), 68–82. https://doi.org/10.21773/BOUN.34.1.4

Torres, P., Augusto, M., & Neves, C. (2022). Value dimensions of gamification and their influence on brand loyalty and word-of-mouth: Relationships and combinations with satisfaction and brand love. In Psychology and Marketing, 39(1), 59–75. https://doi.org/10.1002/mar.21573

Trivedi, J., & Sama, R. (2021). Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love. Journal of Consumer Behaviour, 20(3), 748–761. https://doi.org/10.1002/cb.1903

Unal, S., & Aydın, H. (2013). An investigation on the evaluation of the factors affecting brand love. Procedia - Social and Behavioral Sciences, 92(Lumen), 76–85. https://doi.org/10.1016/j.sbspro.2013.08.640

Wernerfelt, B. (1988). Umbrella branding as a signal of new product quality: An Example of signalling by posting a bond. The RAND Journal of Economics, 19(3), 458. https://doi.org/10.2307/2555667

Yousef, W. (2017). An examination of the influence of religious beliefs and brand love on brand loyalty, word-of-mouth and purchase intention in the Islamic market: A study of consumers’ perceptions in the context of the retailing sector in Saudi Arabia WALEED. Middlesex University.

Yuana, L. (2022). Industri Kosmetika Indonesia Siap Tembus Pasar Global Lewat Beauty Expo 2022. Times Indonesia. https://www.timesindonesia.co.id/ekonomi/424443/industri-kosmetika-indonesia-siap-tembus-pasar-global-lewat-beauty-expo-2022

Zainudin, M. I., Haji Hasan, F., & Othman, A. K. (2020). Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia. Journal of Islamic Marketing, 11(6), 1277–1293. https://doi.org/10.1108/JIMA-10-2018-0187

Copyright

Copyright aims to protect the specific way the article has been written to describe an experiment and the results. Shirkah: Journal of Economics and Business is committed to its authors to protect and defend their work and their reputation and takes allegations of infringement, plagiarism, ethical disputes, and fraud very seriously. Automotive Experiences is published under the terms of the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0). Authors retain copyright and grant the journal right of first publication (online and print) with the work simultaneously. We use the restrictive license (non-commercial) as follows:

BY (attribution): Users are allowed to share, distribute and redistribute the published article in any medium or format, with an identification of the authors and its initial publication in this journal. Authors are encouraged to post and distribute their articles immediately after publication (e.g., institutional or public repositories, personal websites). Authors are allowed to enter into additional contractual arrangements for the non-exclusive distribution of the published and an acknowledgment of its initial publication in this journal.
NC (non-commercial): Users are not allowed to use the article commercially without the permission of the authors. Authors agree explicitly that the published article is indexed worldwide in databases, repositories and indexation services, even if these services operate on a commercial basis. Authors grant Shirkah: Journal of Economics and Business explicit the right to include the published articles in databases, repositories and indexation services. 

License

License to Publish

The non-commercial use of the article will be governed by the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0). The author hereby grants Shirkah: Journal of Economics and Business an exclusive publishing and distribution license in the manuscript include tables, illustrations or other material submitted for publication as part of the manuscript (the “Article”) in print, electronic and all other media (whether now known or later developed), in any form, in all languages, throughout the world, for the full term of copyright, and the right to license others to do the same, effective when the article is accepted for publication. This license includes the right to enforce the rights granted hereunder against third parties.

Author's Warranties

The author warrants that the article is original, written by stated author/s, has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).

User Rights

Under the Creative Commons Attribution-Non Commercial 4.0 International (CC BY-NC 4.0) license, the author(s) and users are free to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material). Users must give appropriate credit, provide a link to the license, and indicate if changes were made.

Rights of Authors

Authors retain the following rights:

  1. Copyright, and other proprietary rights relating to the article, such as patent rights,
  2. The right to use the substance of the article in future own works, including lectures and books,
  3. The right to reproduce the article for own purposes, provided the copies are not offered for sale, and
  4. The right to self-archive the article.

Co-Authorship

If the article was prepared jointly with other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.

Royalties

This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by Shirkah: Journal of Economics and Business or its sublicensee.

Miscellaneous

Shirkah: Journal of Economics and Business will publish the article (or have it published) in the Journal if the article’s editorial process is successfully completed and Shirkah: Journal of Economics and Business or its sublicensee has become obligated to have the article published. Shirkah: Journal of Economics and Business may conform the article to a style of punctuation, spelling, capitalization, and usage that it deems appropriate.