Antecedents of halal brand equity: a study of halal food sector of Malaysia

Abstract

Purpose Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This paper aims to conduct research on the unexplored relationship of antecedents of the equity, image and consumers’ trust and satisfaction of halal brands. Design/methodology/approach A structured questionnaire was designed to conduct research to analyze the halal brand equity and its antecedents. Data were collected from 250 halal consumers of Kota Samarahan and Kuching, Malaysia through a self-administered questionnaire using a convenience sampling method. Findings The study finds a positive relationship of three antecedents of brand equity, which confirms a strong relationship between the image and satisfaction of halal brand equity. The results further showed that halal brand image is linked with halal brand trust, but the relationship between halal brand trust and its equity could not be proved. Research limitations/implications This has been a cross-sectional study that was limited to Malaysia, a Muslim majority country. Researchers can conduct a longitudinal study and can conduct it in non-Muslim societies to comprehend their diversity and wider impact. Additionally, this study was limited to halal food brands in Malaysia. Originality/value Islamic marketing has received great attention of researchers, academicians and practitioners that has rather been unexplored earlier particularly the relationships among antecedents of the equity, image and consumers’ trust and satisfaction of halal brands.

Chinese Ice Cream in Indonesia: Analyzing Halal Brand Image, Halal Brand Loyalty, Halal Brand Trust and Purchase Intention

“…This research is consistent with Sääksjärvi & Samiee (2011), affirming the crucial role of halal brand image in fostering halal brand trust. This study diverges from prior research that focused on halal noodle products (Khan et al, 2022). This finding is vital because maintaining a positive halal brand image can profoundly impact consumer halal brand trust Third, a halal brand image significantly affects purchase intention.…”

“…Brand image refers to a brand ingrained in consumers' memories and includes a halal certificate for assurance (Sääksjärvi & Samiee, 2011). It is also defined as consumers' perceptions of a specific brand concerning Muslim beliefs and their commitment to halal products (Khan et al, 2022). The halal brand image serves as a strategic tool for halal brands to create a positive impression among consumers (Kusnandar, 2020).…”

The Nexus Between Advertising and Trust: Conceptual Review in the Context of Halal Food, Malaysia

“…Advertisers and marketers involved in businesses in diverse populations must exercise cultural sensitivity to avoid controversies and conflicts that may arise from advertising messages potential of offending religious, racial, or emotional sensitivities of various communities. This requires tailoring advertising strategies to align with local values (Khan & Rizwan, 2018) ST (Spence, 1973), plays a vital role in consumer Trust. The idea embedded in ST extends beyond halal food and can be applied in various business contexts.…”

Focus Research on Halal Food Marketing

“…The findings are essential for halal cosmetics manufacturers to craft a marketing strategy aimed at Muslim millennials in Malaysia. Khan, Hashim, Iqbal, et al (2022), aims to conduct research on the unexplored relationship of antecedents of the equity, image and consumers' trust and satisfaction of halal brands. The study finds a positive relationship of three antecedents of brand equity, which confirms a strong relationship between the image and satisfaction of halal brand equity.…”