The role of halal attribute as halal product positioning in determining consumer purchase intention

• Main Authors: Siti Nurhazirah Abu Ashari,, Che Aniza Che Wel,, Siti Ngayesah Ab Hamid,
• Format: Article
• Language: English
• Published: Universiti Kebangsaan Malaysia 2022
• Online Access: http://journalarticle.ukm.my/21265/1/60106-199158-1-SM.pdf; http://journalarticle.ukm.my/21265/; https://ejournal.ukm.my/malim/issue/view/1563

This conceptual paper aims to investigate halal product attributes as halal product positioning in determining consumer purchase intention. This paper will review previous literature from marketing and social science perspectives. To focus on the halal market segment, this study seeks to address the...