Combined effects of brand co-creation, customization on Brand Trust and WOM; mediating role of Perceived Brand authenticity and moderating role of Need for Uniqueness (A study from Islamic perspective)

Ali Haider & Muhammad Ishfaq Khan
Published Online: June 2018

The concept of authenticity in brands is the call of hour. Despite of the recent attempts towards conceptualization of perceived brand authenticity, researchers seem unwilling to study the predecessors and impact of perceived brand authenticity on other variables and constructs in marketing research. Morhart, Malär, Guèvremont, Girardin, & Grohmann, (2015) called for future research on the antecedents and consequences of perceived brand authenticity. Future researchers may study customization and co-creation engagement in relation with perceived brand authenticity (Morhart et al., 2015; Fritz, Schoenmueller, & Bruhn, 2017). This study is relational/ causal study. There is no researcher interference because responses of variables within the natural settings of respondents. The survey is filled by customers using different brands and are part of brand fan pages. Study collected data from 200 customers using branded products through online survey. Respondents were ensured about anonymity and confidentiality of data. From Islamic perspective, results of the study are completely align with the teachings of Islam. Islam as stated earlier that Muslims should not spread news that has no proof. The study suggests that the participants of customization and co-creation process have the proof and evidence to speak for the truth regarding a Brand/product. This study provides useful implication for researchers and managers. Theoretical gap is answered by this study, further this study urges managers for co-creation and customization.


Co-creation, Customization, Brand trust, Word of mouth, Brand authenticity, Need for uniqueness.