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

• Main Authors: Sharizal, Hashim, Mussadiq Ali, Khan, Asim, Iqbal, Muhammad Yassen, Buttho
• Format: Article
• Language: English
• Published: Emerald Publishing Limited 2021
• Subjects: BL Religion; BP Islam. Bahaism. Theosophy, etc; H Social Sciences (General); HA Statistics
• Online Access: http://ir.unimas.my/id/eprint/35607/1/halal-2.pdf; http://ir.unimas.my/id/eprint/35607/; https://www.emerald.com/insight/content/doi/10.1108/JIMA-01-2021-0012/full/html; https://doi.org/10.1108/JIMA-01-2021-0012

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 –...