Research Article
Halal label as an intervention of religious commitment, brand ambassador, emotional criteria on brand switching
@INPROCEEDINGS{10.4108/eai.2-8-2023.2340783, author={Desta Anggraini and Ardiansyah Japlani and Nani Septiana}, title={Halal label as an intervention of religious commitment, brand ambassador, emotional criteria on brand switching}, proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia}, publisher={EAI}, proceedings_a={ICEB}, year={2024}, month={6}, keywords={halal label religious commitment brand ambassador emotional criteria brand switching}, doi={10.4108/eai.2-8-2023.2340783} }- Desta Anggraini
Ardiansyah Japlani
Nani Septiana
Year: 2024
Halal label as an intervention of religious commitment, brand ambassador, emotional criteria on brand switching
ICEB
EAI
DOI: 10.4108/eai.2-8-2023.2340783
Abstract
The aim of this study was to examine the influence of religious devotion, brand ambassadors, and Emotional Criteria on the act of switching brands, with the halal label acting as a mediating factor specifically for Wardah cosmetic products. The research was done in Metro, employing an explanatory research design. A total of 200 consumers were included in the sample. The SEM analysis revealed that religious commitment, brand ambassadors, and emotional factors do not have any impact on halal labels. However, halal labels do influence brand switching.
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