Purpose The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention. Design/methodology/approach A theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand. Findings The empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention. Research limitations/implications The Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products. Practical implications The findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins. Originality/value Although previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.

Despite increasing attention to consumers in developing markets, few studies explicitly explore the psychological mechanisms underlying their attitudes toward global brands from developed versus developing countries. The author proposes that global orientation, including global consumption orientation and global identity, are key factors accounting for the attitude variance. The results of Studies 1 and 2 in China show that consumers’ global orientation positively influences their attitudes toward global brands of developed-country origin. In addition, ethnocentrism negatively influences their attitudes toward these brands, but this effect diminishes for consumers with high global identity. Study 3 strengthens these findings by ruling out the alternative explanation that imports, not global brands, drive such results. Finally, Study 4 indicates that Indian consumers yield a similar pattern to Chinese consumers with regard to the global orientation effect, but the study reveals a relatively weak influence of ethnocentrism.

Purpose The purpose of this paper is to investigate the determinants of halal meat consumption within the population of Chinese Muslims in China using the theory of planned behaviour (TPB) as a conceptual framework. The role of self-identity as a Muslim, dietary acculturation in the host culture, moral obligation to purchase halal meat and trust on the authenticity of halal meat are explored. Design/methodology/approach Cross-sectional data were collected through a survey with 378 Chinese Muslims, currently living in Beijing and Xian cities. Data were analysed by means of correlations and stepwise multiple regressions to test the model and the moderating effects of self-identity, dietary acculturation, moral obligation and trust on behavioural intention. Findings A positive personal attitude towards the consumption of halal meat, personal conviction, motivation to comply, perceived control over consuming halal meat and perceived availability of halal meat predict the intention to eat halal meat among Chinese Muslims. Research limitations/implications Limitations include the focus on only four individual characteristics related to religious food consumption, namely, self-identity, dietary acculturation, moral obligation and trust. Additional individual characteristics such as individualism-collectivism and involvement or values could improve the predictive power of the model. Practical implications Practical implications extend to food marketers and food policy decision-makers who might pursue identity, acculturation, trustworthiness and moral obligation-related strategies in their distribution and communication efforts targeted at the growing halal food market segments across China and worldwide. Originality/value The current study addresses the important limitation of previous studies regarding the inclusion of additional possible individual characteristics such as moral obligation and trust in the TPB model to investigate the determinants of halal meat consumption within a food-religion context.

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this study explores how culturally mixed symbolic products (CMSPs) from foreign global brands can avoid antagonistic consumer attitudes. Building on social categorization theory, the authors argue that foreign global brands are viewed as belonging to an out-group and may thus encounter difficulties in tapping local cultural capital, resulting in a negative relationship between brand globalness and consumer attitude toward CMSPs. However, they contend that product category moderates this relationship such that there is a stronger negative effect for nonfood products than for food products. Moreover, the authors theorize that (1) cultural respect by foreign global companies directly enhances consumer attitudes toward CMSPs and (2) cultural respect attenuates the negative brand globalness–CMSP attitude link. These hypotheses are tested using a representative consumer sample from eight provinces/municipalities in China (n = 646). Results provide important implications for global companies on how to benefit from local cultural resources in their localization processes.

The purpose of the study is to investigate the effect of status motivation on customers' purchase intention of a green-luxury car associated with owning a green-luxury car, and whether materialism and horizontal-vertical individualism/ collectivism moderate this relationship. The quantitative research methodology using online survey technique was used to collect cross-cultural data from respondents (507) from China and Germany. Purposive sampling technique was used to identify and collect data from current and prospective customers of the BMW brand. Collected data were analyzed using structural equation modeling (SEM). The results demonstrated that materialism and cultural value (horizontal-vertical collectivism and vertical individualism) can serve as moderators of the effects of status motivation and purchase intention of the green-luxury car. Although some studies have explored the factors involved in customer purchasing behaviour for green-luxury products, our results theoretically and empirically show that materialism, vertical individualism, horizontal collectivism, and vertical collectivism enhance the positive effects of status motivation on customer purchasing behaviour for a green-luxury car.