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Consumers’ level of patronage of halal business in Nigeria: Do religiosity and advertising matter?

Shafiu Ibrahim Abdullahi (Department of Economic, Bayero University Kano, Kano, Nigeria)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 10 June 2024




The purpose of this paper is to measure the effects of religiosity and advertising on consumers’ patronage of halal industry in Nigeria.


Data for the study was collected using questionnaire survey. The collected data was analyzed using Tobit and ordered Logit models.


The findings of the work show that while the coefficient of religiosity is positive, but it is statistically insignificant, while advertising has a moderate negative effect on consumers’ patronage of halal business in Nigeria.

Practical implications

The study has implication on the use of advertising by halal business. It shows the limit of using advertisement to build brand; advertising shall be used together with other measures such as corporate social responsibility and other charitable undertakings.


To the best of the author’s knowledge, this work is the first of its kind that empirically tests the effect of advertising on patronage of halal business.



Abdullahi, S.I.I. (2024), "Consumers’ level of patronage of halal business in Nigeria: Do religiosity and advertising matter?", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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