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

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 -...

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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
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spelling my.unimas.ir.347252021-05-27T10:19:32Z http://ir.unimas.my/id/eprint/34725/ Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia Sharizal, Hashim Khan, Mussadiq Ali Iqbal, Asim H Social Sciences (General) HA Statistics HF Commerce HT Communities. Classes. Races 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 - A structured questionnaire was designed to conduct research to analyze the halal brand equity and its antecedents. Data were collected from 250 halal consumers of Kota Samarahan and Kuching, Malaysia through a self-administered questionnaire using a convenience sampling method. Findings -The study finds a positive relationship of three antecedents of brand equity which confirms a strong relationship between the image and satisfaction of halal brand equity. The results further showed that halal brand image is linked with halal brand trust but the relationship between halal brand trust and its equity could not be proved. Originality - Islamic marketing has received great attention of researchers, academicians, and practitioners which has rather been unexplored earlier particularly the relationships among antecedents of the equity, image, and consumers’ trust and satisfaction of halal brands. Research Limitations -This has been a cross-sectional study that was limited to Malaysia, a Muslim majority country. Researchers can conduct a longitudinal study and can conduct it in non-Muslim societies to comprehend their diversity and wider impact. Additionally, this study was limited to halal food brands in Malaysia. Emerald Publishing 2021-02-03 Article PeerReviewed text en http://ir.unimas.my/id/eprint/34725/1/Halal.PDF Sharizal, Hashim and Khan, Mussadiq Ali and Iqbal, Asim (2021) Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia. Journal of Islamic Marketing. pp. 1-15. ISSN 1759-0833 https://www.emeraldgrouppublishing.com/journal/jima DOI:10.1108/JIMA-01-2021-0012
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
HA Statistics
HF Commerce
HT Communities. Classes. Races
spellingShingle H Social Sciences (General)
HA Statistics
HF Commerce
HT Communities. Classes. Races
Sharizal, Hashim
Khan, Mussadiq Ali
Iqbal, Asim
Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia
description 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 - A structured questionnaire was designed to conduct research to analyze the halal brand equity and its antecedents. Data were collected from 250 halal consumers of Kota Samarahan and Kuching, Malaysia through a self-administered questionnaire using a convenience sampling method. Findings -The study finds a positive relationship of three antecedents of brand equity which confirms a strong relationship between the image and satisfaction of halal brand equity. The results further showed that halal brand image is linked with halal brand trust but the relationship between halal brand trust and its equity could not be proved. Originality - Islamic marketing has received great attention of researchers, academicians, and practitioners which has rather been unexplored earlier particularly the relationships among antecedents of the equity, image, and consumers’ trust and satisfaction of halal brands. Research Limitations -This has been a cross-sectional study that was limited to Malaysia, a Muslim majority country. Researchers can conduct a longitudinal study and can conduct it in non-Muslim societies to comprehend their diversity and wider impact. Additionally, this study was limited to halal food brands in Malaysia.
format Article
author Sharizal, Hashim
Khan, Mussadiq Ali
Iqbal, Asim
author_facet Sharizal, Hashim
Khan, Mussadiq Ali
Iqbal, Asim
author_sort Sharizal, Hashim
title Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia
title_short Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia
title_full Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia
title_fullStr Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia
title_full_unstemmed Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia
title_sort antecedents of halal brand equity : a study of halal food sector of malaysia
publisher Emerald Publishing
publishDate 2021
url http://ir.unimas.my/id/eprint/34725/1/Halal.PDF
http://ir.unimas.my/id/eprint/34725/
https://www.emeraldgrouppublishing.com/journal/jima
_version_ 1701166536780152832
score 13.211869

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