The Role of Religious Values to Drive Value Co-creation in Religio-Centric Market
Hendar H., Zulfa M., Sudarti K.
Abstract
This study aims to develop a model in increasing Religious Value Co-Creation through Religious Brand Community Support, Customer Ethical Perceptions and Trust to manage the Religio-centric market. This study is a development of previous studies which failed to find a relationship between Trust and willingness to do Value co-Creation with the millennial generation object that adheres to individualism. Through the internalization of religious values, particularly Islam which emphasizes helping behaviour and brotherhood, it is hoped that the relationship between Trust, which is triggered by virtual community support and ethical perceptions, will be able to provide new insights about the importance of managing religio-centric market segments. A number of propositions are proposed from the results of an in-depth literature review, which can later be validated for each measurement and tested for relationships between constructs. This study is expected to strengthen the concept of virtual market segmentation and social identity theory through a religious values approach.
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No Title
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