Building Customer Brand Loyalty through Retail Brand Experience and Brand Love: The Case of Hijab Fashion

Farrah Nadia Baharuddin; Safiek Mokhlis; Noor Fadhiha Mokhtar

doi:10.22146/gamaijb.v28i2.19457

Farrah Nadia Baharuddin Faculty of Business and Management, Universiti Teknologi MARA Cawangan Negeri Sembilan, Kampus Rembau
PM Dr Safiek Mohklis Universiti Malaysia Terengganu
Dr Noor Fadhiha Universiti Malaysia Terengganu

DOI: https://doi.org/10.22146/gamaijb.v28i2.19457

Keywords: retail brand experience, hijab fashion, brand loyalty, brand love, S-O-R model

Abstract

In the fast-growing niche market of hijab fashion, understanding and enhancing the customer experience is essential for the long-term success of any retail business. The purpose of this study was to examine the relationship between retail brand experience (RBE) and brand loyalty, with brand love serving as a mediating factor in the context of hijab fashion. Data were collected using a mall intercept survey, yielding 500 valid responses from Muslim women aged 18 and older who have shopped at local hijab retail stores in the Klang Valley, Malaysia. To test the hypotheses, partial least squares structural equation modeling was utilized. The results revealed a positive and statistically significant relationship between RBE and brand loyalty, with brand love acting as a mediator in this relationship. The results highlight that the identified factors promoting brand loyalty are essential for driving long-term impact on company success and developing strategic marketing initiatives.

Author Biographies

Farrah Nadia Baharuddin, Faculty of Business and Management, Universiti Teknologi MARA Cawangan Negeri Sembilan, Kampus Rembau

Baharuddin, Farrah Nadia is a Senior Lecturer at Universiti Teknologi MARA (UiTM), Cawangan Negeri Sembilan, Kampus Rembau. She is currently pursuing her PhD at Universiti Malaysia Terengganu. She obtained her Bachelor of Business Administration (Marketing) in 2005 and her master’s degree in 2009 from Universiti Teknologi MARA. Her research interests include consumer behavior and halal marketing. She has published in several academic journals, including the International Review of Management and Marketing and the Gadjah Mada International Journal of Business.

Corresponding author’s email: farrahnadia@uitm.edu.my

PM Dr Safiek Mohklis, Universiti Malaysia Terengganu

Mokhlis, Safiek is an Associate Professor at the Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu. He holds a BBA and M.Sc. from Universiti Putra Malaysia, an M.Ed. (Distinction) from Open University Malaysia, an M.Ed.M. from Universiti Sultan Zainal Abidin, and a Ph.D. from the University of Stirling. His research focuses on consumer behavior, services marketing, and education management. He has published widely on these topics in both local and international journals.

Author’s email: safiek@umt.edu.my

Dr Noor Fadhiha, Universiti Malaysia Terengganu

Mokhtar, Noor Fadhiha is a Senior Lecturer at the Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu. She holds a Bachelor’s degree and an MBA from Universiti Teknologi MARA (UiTM), and a PhD in Digital Marketing from Victoria University, Melbourne, Australia. Her academic interests encompass digital business, e-commerce, marketing, entrepreneurship, and technology adoption in business environments. She actively publishes in local and international journals, further strengthening her contributions to research on digital consumer behaviour and sustainable e-commerce practices.

Author’s email: noorfadhiha@umt.edu.my

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