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The purpose of this study is to examine how halal marketing affects intention and to assess the mediating effects of halal awareness and halal attitude on the relationship between halal marketing and intention towards halal cosmetics.

This study adopted a quantitative methodology and used a convenience sampling approach to acquire data from 266 respondents from different regions of Bangladesh. The survey was conducted from December 2022 to February 2023. The data were analysed and hypotheses were tested using partial least square structural equation modelling.

The findings suggested that all the formulated hypotheses were significant, indicating that halal marketing positively influenced intention towards halal cosmetics. Moreover, the relationship between halal marketing and consumers’ intentions to buy halal cosmetics was mediated by halal awareness and attitude.

The practical implications of this study are pertinent for Bangladeshi marketers of halal cosmetics. The results of this study will enable the manufacturers and marketers in the halal cosmetics industry to better target their respective customer base. The findings suggest that marketers of halal cosmetics should focus on creating awareness and fostering positive attitudes towards halal products among consumers.

This research has incorporated and tested the impact of halal awareness and halal attitudes as mediating constructs on intention towards halal cosmetics and found both constructs exert a statistically significant impact. Moreover, this paper investigated the halal marketing construct as a higher-order construct consisting of different components of marketing, while previous studies have been found to consider halal marketing as a first-order construct.

This study aims to underline Islamic principles to the business theories for producers and policymakers and to explain halal marketing by value creation approach for halal stakeholders concerned with halal certification and its implementation.

This study applied inductive reasoning with the systematic literature review (SLR) of peer-reviewed published research papers, followed by the preferred reporting items for systematic reviews and meta-analyses framework. Furthermore, the content analysis with ATLAS.ti 2022 helped to undergo concept and thematic analysis that show the theoretical lenses for the upstream halal businesses.

Among 360 papers, the SLR from 2012 to 2022 found 32 papers dealing with the halal theory–based studies on certification, standards, producers and policymakers and halal supply chains. Only seven studies consulted the resource-based view (RBV), a strategy theory and the institutional theory (IT) connected to halal. This study further underpinned qualitative Quranic verses to add to the current body of RBV and IT, resulting in halal sustainable competitive advantage and halal certification institutionalization.

Islamic principles can guide halal stakeholders to create and manage valuable resources through halal certification. Also, academics can synthesize conventional theories as value-creation mechanisms compliant with Islamic codes.

To the best of the authors’ knowledge, this novel study was the first to contribute to the current body of RBV and IT with Islamic principles. It has primarily concentrated on the upstream halal businesses to create and manage halal value, certification and competitive advantages for halal marketing.

This study aims to conceptualize the basic Islamic marketing (IM) process according to Shari’ah, addressing some of the queries raised by scholars on halal and marketing.

A qualitative approach and content analysis have guided to shape segmentation, targeting and positioning (STP) with the help of secondary data from conventional and IM. Required Qur’anic verses and hadiths have been galvanized to shape STP in line with empirical evidence, showing potential marketing implications.

This study has accepted Islamic resources to segment markets, mentioning mankind, non-Muslims, Muslims, generic, halal and Islamic products. It has proposed to target mankind, non-Muslims markets with generic and halal products. Muslim marketers can target the pious Muslim consumers with Islamic products. For positioning, the halal certification has been suggested for the non-Muslim marketers and Islamization is for Muslim marketers. The whole process has been conceptualized in a single framework.

Marketers can have many product development ideas and basic guidelines and scholars may be able to sense some queries as to IM.

This study has shown how inter-religious relationships can be harmonized with carrying out marketing functions to keep the social fabric following the Qur’anic verses.

This study has outlined the IM process as per Muslim and non-Muslim marketers’ needs under Shari’ah. Besides, it has answered some questions on halal and IM that has been hardly addressed before.

The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research.

The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon.

The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes consists of sub-themes discussed in detail in the results and discussion sections.

Like other studies, this integrative literature review has some limitations. These include the methodology undertaken, the lack of explanation of inter-relationship among themes and lack of Islamic theory-based review. These limitations lead to future research directions.

Marketing managers need a thorough understanding of the Islamic standards and need to develop strategies. Further, there are inter-differences among Muslims, which need to be thoroughly understood by managers. Moreover, marketers can effectively use advertising in creating awareness and increasing demand of halal products.

This study provides an integrative review of the literature and synthesizes the Islamic marketing literature, which has not been done before.

The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP).

A literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications.

The findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy.

The paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments.

The paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.

Small and medium enterprises (SMEs) do not need only traditional marketing strategies in the dynamic business environment of the manufacturing sector. Entrepreneurial marketing dimension (EMD) is an alternative marketing approach for SMEs. Therefore, this paper aims to investigate whether EMD innovation has a positive and significant effect on SMEs performance on Ghanaian Halal food and beverages.

Correlative descriptive research method was used and 432 questionnaires with five-point Likert scale were distributed among owners-managers of manufacturing sectors of Ghanaian Halal food and beverages SMEs producers were chosen by a simple random sampling method. Structural equations modelling structural equations modelling techniques was used to analyse data.

The result of data analysis indicates a positive and significant effect of EMD on manufacturing SMEs performances of Halal food. Nevertheless, the effect of EMD on the production performance of the aforementioned companies is confirmed positive. The findings also show that production performances of Halal food SMEs result in their financial performance.

The study’s sample is limited to Halal food SMEs manufacturing in Ghana. More research can be done investigating this relationship from different sectors and in Islamic and non-Islamic countries.

This research implies that Halal food SMEs manufacturing producers in a country is imperative in Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the Halal SMEs manufacturing food. Muslim-minority countries that envision to succeed in the global Halal market could emulate Ghana’s approach in branding itself as a recognised non-Muslim-majority country in producing Halal foods. This can be done by implementing innovative, proactive, opportunist, risk-taking and customer-oriented initiatives to achieve better market and innovative performances and higher profits.

This paper fills a knowledge gap by presenting the first comprehensive overview of Halal food SMEs manufacturing performance research that enhances the ongoing discussion in hospitality, entrepreneurship and marketing fields in Islamic and non-Islamic contexts.

International restaurant and fast food chains such as KFC, McDonald’s and Subway currently serve halal food in some non-Muslim countries, with mixed results. The purpose of this paper is to identify the factors that most influence the product judgements of halal food amongst non-Muslim consumers in non-Muslim countries and to assess the extent to which these judgements are related to willingness to consume halal food.

A quantitative survey method was adopted, using a total sample of 1,100 consumers in Canada, Spain and the UK. The proposed model was tested using structural equation modelling.

The results suggest that it may be possible for firms to satisfy specific niche market segments with standardised mass market products. Consumer cosmopolitanism and non-Muslim religious identity were found to be positively related to halal product judgement, and consumer ethnocentrism and national identification were negatively related to halal product judgement. There was a strong relationship between product judgement and willingness to consume halal food.

The findings indicate that halal marketing may provide promising business opportunities for international restaurant and fast food chains, as well as food manufacturers and retailers. However, in countries or regions where there are many consumers with high levels of national identification or consumer ethnocentrism, firms should not expect non-target consumers to accept halal products.

This is the first study to suggest that, in non-Muslim countries, food companies may switch entirely to halal produce for certain products as an effective market segmentation strategy targeting Muslim consumers.

The growing demand for halal products has attracted small and large companies looking to secure their market share in the lucrative global halal market. However, it is difficult for resource-constrained firms, such as small and medium enterprises (SMEs), to compete internationally. Therefore, drawing from a resource-based view, this paper aims to examine how intangible resources affect the export performance of Malaysian SMEs exporting halal food and beverages (F&B) products.

This study used a purposive sampling technique, and respondents were reached out by mail. Out of 517 local SMEs exporting halal-certified F&Bs contacted, 193 firms responded, and only 188 responses were eligible to be used for data analysis. The partial least squares structural equation modelling technique was used to conduct the analysis. The data underwent measurement and structural model evaluation to confirm the hypotheses postulated.

Based on the data analysis conducted, it was discovered that intangible resources, namely, international orientation and marketing capability, significantly influence the export performance of Malaysian SMEs exporting halal F&B. However, the influence of cultural intelligence on export performance could not be demonstrated.

This paper fills the gap of the need for more attention to SMEs in developing countries, especially in the halal industry. This research paper also contributes to international business and halal studies by promoting an understanding of intangible resources as strategic resources for SMEs to create competitive advantages and elevate their export performance in the emerging global halal market.

The purpose of this paper is to identify and determine the connection of various antecedents from educational literary works with Halal purchase intention. It also aims to investigate which antecedents, among all antecedents, have the highest possible participation toward the development of Halal food purchase intention. Consumers across the globe have an ever increasing demand for Halal items nowadays. Similarly, food stuff in Halal category has an increased acceptance across the globe. Numerous researches have therefore focused on Halal food perception, Halal understanding and its approval in various areas of the world.

A total of 300 respondents were taken from four major cities of Pakistan to examine the relationship of factors that influence customer’s Halal purchase intention. Data were collected through structured questionnaire having seven-point Likert scale. It was divided into eight sections with statements measuring Halal Awareness, Halal Marketing, Subjective norms, Religion and Religiosity, Attitude, Subjective norms, Perceived Behavioural control, Halal Certification and Purchase Intention.

The paper draws the findings that most of the customers rely on Halal Marketing, Personal and Societal perception and Halal certifications. On the other hand, least importance was given to their religious beliefs when making a purchase decision. The findings also suggest that customers are influenced by Halal Marketing and Branding practices of food products as they are being influenced by the sales promotions and celebrity endorsements. It has also been found that customers are willing to spend considerable efforts and money to purchase Halal food.

The paper clarifies the strategies for Halal food manufacturers and marketers who are following Islamic Marketing philosophy as a base for their marketing campaigns. The study also provides a detailed insight into various behavioural, societal and marketing dimensions that guides the customers about their purchase intentions.

The purpose of this paper is to highlight the development of global halal marketing by assessing its current status, challenges and issues within and measures taken to improve it. Strategic marketing conception from the perspective of export market orientation behaviors is offered to help foster industrial innovation to create a halal economy.

The development of a global halal market is first assessed and its current status is highlighted. The issues and challenges within are identified and explored, followed by a consideration of measures already taken to rectify and improve the situation. Strategic export market orientation behaviors perspective is offered to encourage industrial innovation within the complex global halal market, to ultimately establish a halal economy. This is done by going through the relevant scholarly discussions in various international conferences and available published literatures.

The paper identifies three major issues and challenges in global halal marketing and what has been done and can been done to rectify and improve the situation, particularly from the perspective of strategic export market orientation behaviors.

The discussion is limited to its conceptual boundaries and in the long run requires empirical research to enhance its applicability.

The discussion offered in the paper is expected to be valuable for global halal marketers seeking strategic marketing design in undertaking the complex market structure and confronting the issues identified.

The paper discusses issues and challenges for halal marketing and how to address the issues through the perspective of strategic export market orientation behaviors, for an industrial innovation to form a halal economy.