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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 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 –...

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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
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spelling my.unimas.ir.356072021-07-10T04:45:16Z http://ir.unimas.my/id/eprint/35607/ Antecedents of halal brand equity: a study of halal food sector of Malaysia Sharizal, Hashim Mussadiq Ali, Khan Asim, Iqbal Muhammad Yassen, Buttho BL Religion BP Islam. Bahaism. Theosophy, etc H Social Sciences (General) HA Statistics 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 – 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. Research limitations/implications – 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. Originality/value – Islamic marketing has received great attention of researchers, academicians and practitioners that has rather been unexplored earlier particularly the relationships among antecedents of the equity, image and consumers’ trust and satisfaction of halal brands Emerald Publishing Limited 2021-05-20 Article PeerReviewed text en http://ir.unimas.my/id/eprint/35607/1/halal-2.pdf Sharizal, Hashim and Mussadiq Ali, Khan and Asim, Iqbal and Muhammad Yassen, Buttho (2021) Antecedents of halal brand equity: a study of halal food sector of Malaysia. Journal of Islamic Marketing, 12 (1). pp. 1-15. ISSN 1759-0833 https://www.emerald.com/insight/content/doi/10.1108/JIMA-01-2021-0012/full/html https://doi.org/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 BL Religion
BP Islam. Bahaism. Theosophy, etc
H Social Sciences (General)
HA Statistics
spellingShingle BL Religion
BP Islam. Bahaism. Theosophy, etc
H Social Sciences (General)
HA Statistics
Sharizal, Hashim
Mussadiq Ali, Khan
Asim, Iqbal
Muhammad Yassen, Buttho
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 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 – 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. Research limitations/implications – 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. Originality/value – Islamic marketing has received great attention of researchers, academicians and practitioners that has rather been unexplored earlier particularly the relationships among antecedents of the equity, image and consumers’ trust and satisfaction of halal brands
format Article
author Sharizal, Hashim
Mussadiq Ali, Khan
Asim, Iqbal
Muhammad Yassen, Buttho
author_facet Sharizal, Hashim
Mussadiq Ali, Khan
Asim, Iqbal
Muhammad Yassen, Buttho
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 Limited
publishDate 2021
url 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
_version_ 1705060460690145280
score 13.211869

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