Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia

• Main Authors: Sharizal, Hashim, Khan, Mussadiq Ali, Iqbal, Asim
• Format: Article
• Language: English
• Published: Emerald Publishing 2021
• Subjects: H Social Sciences (General); HA Statistics; HF Commerce; HT Communities. Classes. Races
• Online Access: http://ir.unimas.my/id/eprint/34725/1/Halal.PDF; http://ir.unimas.my/id/eprint/34725/; https://www.emeraldgrouppublishing.com/journal/jima

Purpose - Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This study 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 -...