الفهرس 
Chapter One IntroductionOnly 14 pages are availabe for public view
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Abstract
Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially Islamic modest apparel. The Islamic modest fashion industry is growing rapidly and becoming more competitive within an increasing number of brands available in the market. Both marketers and designers need to create differentiation in their brands that target Muslims. Islamic laws, regulations, and beliefs mainly influenced Muslim consumers. Thus, this study develops a reliable measure of Islamic apparel personality that incorporates the relevant dimensions/traits Muslim females attribute to their apparel. Besides developing an Islamic apparel brand personality model, this study explored religiosity’s influence on brand personality. This study is one of the first that explores the links between religiosity, Islamic brand personality in the light of the theory of planned behavior.
A quantitative methodology was employed to collect the data from the Greater Cairo area through a survey. After verifying raw data accuracy, and data were tested for normality. Exploratory factor analysis, followed by confirmatory factor analysis was used. The hypothesized relationships were tested by employing structural equation modeling using AMOS 23. The findings yielded a unique Islamic apparel brand personality with five dimensions namely: simplicity, feminine, modesty, Islamic, and righteousness. The influence of religiosity on the brand personality measure was observed to be stronger than anticipated by this study. Significant influence of religiosity on attitude, subjective norms, and purchase intention was noticed. Islamic brand personality was influenced by subjective norms and has a significant influence on both attitude and purchase intention. Also surprisingly it was found that attitude was the only TPB component that has a significant relationship with Islamic apparel purchase intention.