Ummi Naiemah Saraih
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Preferred name
Ummi Naiemah Saraih
Official Name
Ummi Naiemah, Saraih
Main Affiliation
Scopus Author ID
57191197363
Researcher ID
AAL-7846-2021

Research Output
Now showing 1 - 2 of 2
  • Publication
    Does visual appeal moderates the impact of attitude towards advertising on brand attitude, attachment and loyalty?
    (Universidade Nove de Julho (Uninove), 2023)
    Muhammad Sufyan Ramish
    ;
    Muhammad Qamar Zia
    ;
    Ummi Naiemah Saraih
    ;
    Junaid Ansari
    ;
    Julinawati Suanda
    Purpose – The aim of this study is to investigate the influence of consumers’ attitude towards advertising on brand attitude, brand loyalty and brand attachment. The study delineates two pathways; the first is an indirect link of attitude towards advertising on brand attachment and brand loyalty through brand attitude, while the second pathway focuses on the moderating role of visual appeal of stock photography on the relationship between attitude towards advertising, brand attitude, brand loyalty and brand attachment. Design/methodology/approach – The data of study were gathered in two-time lags from 431 customers of Islamic banks in Pakistan. The proposed hypotheses were examined using structural equation modeling. Findings – The finding of the study revealed that attitude towards is indirectly related to brand loyalty and brand attachment through brand attitude. The study also found that attitude towards advertising is positively related to brand attitude, brand loyalty and brand attachment and these paths also moderated by visual appeal of stock photography. Practical implications- The paper provides guidelines to the advertiser and management of Islamic banks to decide to attract more customers with low cost by focusing on visual appeal of stock photography.  Originality/value – Previous studies have overlooked the potential influence of attitude towards advertising on brand loyalty and brand attachment through brand attitude. The current study addresses this gap by examining brand attitude as a mediator between these relationships. The study also explored the moderating role of visual appeal in explaining the consumers’ attitude towards advertising and brand.
  • Publication
    A study on brand loyalty for cosmetic products among female customers in Belagavi City
    ( 2022-02)
    Varun Jewargi
    ;
    Veerendrakumar M Narasalagi
    ;
    Ummi Naiemah Saraih
    This paper delivers a fruitful knowledge on the domain of brand loyalty for cosmetic products among female customers in Belagavi City, India. In detail, this paper aims to examine several factors that affecting the purchase of cosmetic products, and their impact on determining brand loyalty. There are six major factors of brand loyalty which have been tested in this study. Those factors are product quality, features & design, brand name, service quality, advertising & promotion, and price. Six hypotheses were postulated, and tested by using the SPSS software. A sample data set of 93 was drawn. The population of the study consisted of female customers in Belagavi City. The five-point Likert scale has been utilised in collecting the data. The results demonstrated that all of the factors have significant influences in determining brand loyalty among the female customers in this study. The researchers calculated standard deviation and statistically analysed the prominence ratings factors which affecting purchase of cosmetic products, where p value in Chi-square was used for testing the hypotheses. The pragmatic study conveyed abundant suggestions to the existing literature by analytically examined the factors that affecting the purchases of cosmetic products towards brand loyalty. It was also observed that around 62% of female customers spend less than र.1000 (approximately USD13.32) on cosmetics annually, and around 81% of customers prefer to buy foreign brands when compared to the local brands.
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