An Exploratory Study on Halal Branding Among Consumers in Malaysia: Factor Analysis Technique

• Main Authors: Norhaziah Nawai, Mohammad Noorizzuddin Nooh, Noradli Ridzwan Shah Mohd Dali, Hartini Mohammad
• Format: Article
• Language: English
• Published: Universiti Sains Islam Malaysia 2012
• Subjects: Halal branding; Food product; Malaysia; Factor analysis; Logistic regression
• Online Access: http://ddms.usim.edu.my/handle/123456789/5329

Since Malaysia is heading towards being a global Halal hub, this study is very crucial to give ideas on the receptions of Muslims consumers towards Halal branding. The objective of the research is to measure the awareness of consumers towards Halal products particularly in the food industry. The stu...