Islamic Brand Personality and Religiosity: Exploring the Impact of Self-Expressive Brand Value and Self-Expansion on Retail Loyalty

This research aims to examine the relationship between Islamic brand personality and religiosity, focusing on how self-expressive brand value and self-expansion influence retail loyalty among Muslim consumers. Data was collected from 425 participants using convenience sampling and analyzed using SPSS, AMOS, and Process software. The findings reveal that Islamic brand personality has a negative but non-significant effect on retail loyalty and self-expansion, whereas it has a significant and positive effect on self-expressive brand value. Moreover, religiosity moderates the relationship between Islamic brand personality and retail loyalty, as well as the relationship between Islamic brand personality and self-expressive brand value. However, no moderating effect is found in the relationship between Islamic brand personality and self-expansion. Furthermore, self-expressive brand value has a positive and significant effect on both self-expansion and retail loyalty, with self-expansion also showing a positive and significant relationship with retail loyalty. This study extends the literature on Islamic consumer behavior by integrating self-expressive brand value and self-expansion into the Islamic brand personality framework, highlighting the moderating role of religiosity. Brands targeting Muslim consumers should emphasize self-expressive brand value and alignment with Islamic principles to enhance consumer loyalty while considering varying levels of religiosity in their marketing strategies.