Combined Effects of Brand Co-Creation, Customization on Brand Trust and Word-of-Mouth: 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 the recent attempts towards conceptualization of Perceived Brand Authenticity (PBA), researchers seem unwilling to study the predecessors and impact of PBA on other variables and constructs in marketing research. In this regard, Morhart, Malär, Guèvremont, Girardin, and Grohmann (2015) called for research on the antecedents and consequences of PBA. Researchers may study customization and co-creation engagement in relation to the PBA (Fritz, Schoenmueller, & Bruhn, 2017; Morhart et al., 2015). This study is relational/ causal study. It is based on the responses of variables within the natural settings of the respondents. The survey questionnaire is filled by customers using different brands and is part of brand fan pages. Study collected data from 200 customers using branded products through online survey. From Islamic perspective, results of the study are completely aligned with the teachings of Islam in terms of which one 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 truth regarding a brand/product. This study provides useful implication for researchers and managers; it fills the theoretical gap, and urges managers for co-creation and customization.


Marketing and Islamic Values, Word-of-Mouth, Brand Co-Creation, Brand Authenticity.