The relationship between Corporate Reputation and purchase intention among Starbucks' Muslim consumer in Malaysia

Abstract

The purpose of this article is to determine the relationship between corporate reputation elements (products and services, customers’ orientation, social responsibilities of Starbucks, generate positive feeling of people, leadership and innovation and ethical of Starbucks) on Muslim consumers’ purchase intention. The data were collected through a survey from 380 Starbucks’ customers in Putrajaya.  The results show that leadership and innovation is the most agreed element of corporate reputation in Starbucks.  The result showed that all the elements of corporate reputation had the significant relationship with purchase intention of customers.  However, the elements of generate positive feeling was the most important elements in corporate reputation that have strong relationship with purchase intention.  However, the elements of religion showed a strong  significant relationship and play important role on purchase intention of consumers. The elements of religion seem not important for consumers.  Even though there are some issues regarding halal, consumers do not pay much attention on that.