Shaping Halal Into a Brand? Factors Affecting Consumers’ Halal Brand Purchase Intention

ABSTRACT

The authors’ aim was to find the possible positive relationships among branding constructs (brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty) to explain consumer purchasing behavior toward halal brands. The authors proposed and empirically tested a conceptual model consisting of variables such as brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty. A sample of 324 international Muslim respondents in China was gathered through the use of convenience and snowball sampling methods, and the hypotheses were tested by performing structural equation modeling. The empirical results show that the brand image of a halal milk brand is found to directly and positively affect consumer brand perceived quality, brand satisfaction, brand trust, and brand loyalty except for consumer brand purchase intention. This study suggests that companies dealing with halal brands should invest more resources to increase brand perceived quality, brand satisfaction, brand trust, and brand loyalty because these factors are positively associated with customers’ brand purchase intention.

KEYWORDS:

• Brand image
• brand loyalty
• brand satisfaction
• brand trust
• halal
• Muslim