Faith-Centric Consumerism?—Halal Brand Attitude and Research Agenda

Fitriani Tobing (), Muhammad Dharma Tuah Putra Nasution, Dwita Sakuntala (), Muhammad Rizal (), Hery Syahrial and Ahmad Rafiki ()
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Fitriani Tobing: Universitas Medan Area
Muhammad Dharma Tuah Putra Nasution: Universitas Pembangunan Panca Budi
Dwita Sakuntala: Universitas Prima Indonesia
Muhammad Rizal: Universitas Samudra
Hery Syahrial: Universitas Medan Area
Ahmad Rafiki: Universitas Medan Area

A chapter in Contemporary Business Research in the Islamic World, 2024, pp 123-140 from Springer

Abstract: Abstract This study explores the relatively unexplored realm of Halal brand attitude—a concept that bridges consumer attitudes, religiosity, and brand perceptions within the context of Halal brands. This study adopts a content analysis approach, systematically synthesizing a diverse range of scholarly sources to develop a comprehensive conceptual framework for understanding Halal brand attitudes. The exploration of Halal brand attitude presents an exciting and unexplored area within the field of consumer attitudes and branding. By unveiling its nuances and implications, this study contributes to enriching the marketing knowledge landscape. As a future research agenda, empirical studies can further validate the conceptual framework and delve into the real-world manifestations of Halal brand attitude, thus providing more actionable insights for marketers and practitioners.

Keywords: Halal brand attitude; Customer attitude; Brand attitude; Research agenda (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-97-5400-7_8

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DOI: 10.1007/978-981-97-5400-7_8

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