Exposure to Brand Experience and Tolerance for Failure in Retail Halal Brand Belief: From the Perspective of the “Payung Rahmah Program"

This study attempt to decipher the pattern of effects consisting of brand experience (BE), tolerance of failure (TOF) and brand belief (BB) on retail halal brands. It measures BE as a separate construct and to test whether BE can be a determinant of BB and this relationship can be mediated by TOF. The data was collected from three different supermarkets in Klang Valley in context of retail halal brand buying (N = 720) and analysed through Structural Equation Modelling (SEM). The results indicated that BE can be primary determinant of BB and the relationship between the two is mediated by TOF. The results of this study will help retailers for proactive strategies to take advantage of the “Payung Rahmah” program.