“…The study is situated within the discipline of Islamic marketing, as proposed by Alserhan (2011) and Temporal (2011), which seeks to understand the relationship between consumer choice and religious affiliation, in addition to other related variables such as levels of religiosity and the impact of brands specifically related to the practice of Islam, such as halal cosmetics (Suparno, 2020; Suhartanto et al , 2021), halal food products (Muflih and Juliana, 2021; Magsi et al , 2021) and Islamic banking products (Effendi et al , 2021; ElMassah and Abou-El-Sood, 2021). Other notable contributions from Sandicki (2011), Wilson and Liu (2011) and Wilson and Grant (2013), respectively, have sought to define Islamic marketing and Islamic branding further, and a considerable body of empirical work has contributed a great deal to our understanding of the choices that Muslim consumers make, as well as on the potential for the further development of Islamic economies around the world.…”