Halal Brand Personality and Brand Loyalty among Millenials Modest Fashion Consumers in Malaysia: A Conceptual Paper

Muhamad Izzuddin Bin Zainudin (), Al-Amirul Eimer Bin Ramdzan Ali, Ahmad Syahmi Ahmad Fadzil, Mohammad Fahmi Sarin, Nur Ain Syazmeen Binti Ahmad Zaki, Abdul Kadir Othman and Faridah Haji Hassan

International Journal of Asian Social Science, 2018, vol. 8, issue 11, 985-994

Abstract: The growing competition in Malaysia modest fashion industry has proven to be the main challenge for the business to stay relevance in the market. Based on this reason, it is vital for the marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but it is also a common strategy used by the marketers to create competitive advantage for their business. Although, brand personality has been studied on various product brands, but limited research has been done on Muslim products especially modest fashion apparel. Since modest fashion is considered as Muslim products in Malaysia, this paper examines the relationship between Halal brand personality, brand trust and brand loyalty with the aim to provide a better understanding of the Islamic Marketing concept.

Keywords: Halal brand personality; Brand loyalty; Millennials; Modest fashion; Islamic Branding; Islamic Marketing; Branding; Marketing; Hala (search for similar items in EconPapers)
Date: 2018
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