The impact of halal brand personali̇ty and onli̇ne brand trust on the onli̇ne halal food purchase intenti̇on: a conceptual paper / Musdiana Mohamad Salleh and Etty Harniza Harun

• Main Authors: Mohamad Salleh, Musdiana, Harun, Etty Harniza
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA Cawangan Kedah 2021
• Subjects: Food industry and trade. Halal food industry. Certification; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/49991/1/49991.pdf; https://ir.uitm.edu.my/id/eprint/49991/; https://voa.uitm.edu.my/v1/voa-issue/2021-volume-17/issue-2

The purpose of this paper is to develop a conceptual framework that provides insight and aids in understanding the factors that determine the intention of consumer to purchase halal food products via an online platform. Online consumer behaviour can be described as th...