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Branding in faith-based consumer markets, in which marketing practices, religion, and consumption intersect, is largely unexplored. The purpose of this paper is to investigate how brands integrate religious concerns into their strategies through Halal branding. The central logic of authors’ view is that branding applied in a particular consumer market (i.e., Muslim) could enrich dominant (Western) branding theory.

Although challenging, qualitative research offers a valuable lens in international marketing research in allowing researchers to study organizations and contexts in their natural settings, enabling a more holistic approach, instead of imposing one’s culturally informed pre-conceptions (Boyacigiller and Adler, 1991). In this regard, a multiple case study approach considering Halal cosmetic brands is used. A replication logic is applied in interpreting the data.

Holistic branding is a broader concept than what mainstream theory acknowledges; brand attributes go beyond the functional and emotional, offering insights into a spiritual dimension. The proposed model identifies attributes that reflect the brand’s worldview and contribute to holistic branding: spiritual ethos and belief system, sustainable and eco-ethical philosophy, wholesomeness and inclusiveness.

This exploratory research represents the initial step for faith-based/Halal branding; the discussion is confined to the cases under study. The results are not conclusive and require further empirical research to validate their broader applicability.

The study highlights the need for a comprehensive approach to branding of faith-based products. The Halal market (cosmetics and toiletries) may be attractive to companies that seek to widely develop products targeting faith-based Muslim consumer markets.

The study contributes to an area of growing concern from an academic point of view (i.e. Halal branding) by proposing to add a spiritual dimension to holistic branding. Several questions remain and should stimulate further research. Hence, researchers would be able to understand more clearly the meaning of the religious environment and the impact that environmental forces are likely to exert on business decisions.

The research aims to classify halal hotels based on Islamic values as embodied in both physical and non-physical attributes.

This study explores the perceived values of business owners of the halal hotels.

Perceptions of hotel owners are divided into three types: those who view the value of halal hotel only in terms of branding and attracting consumers; those who consider the ideology behind halal hotels based on strong Islamic values; and those who avoid halal branding but implement Islamic values in their hotels. For the hotel industry, halal certification is not a priority because a minimum effort at implementing halal standards can already attract Muslim customers. This case is especially true for countries where Muslims make up the majority of the population.

This study was limited to a case study in Bandung and Bangkok as a representative of halal tourism in Asia. Hence, it could be extended by conducting comparative studies with other cities in Association of South East Asian Nation which already declare to develop halal tourism.

The findings of this research show that there is a large variety of halal hotel products, depending on the Islamic values upheld, which is causing difficulties for the government in creating standards. Then the result can help inform the government in establishing the strategic framework of halal tourism development, more particularly in the formulation of policy for industrial actors.

The findings contribute to the concept of product-centered business, in which it is generally assumed that industrial actors are frequently focused on the mere label of “halal” and ignore the true values. However, the research shows that some industrial actors put Islamic values first instead of the mere halal label, and another case shows that some of them implement Islamic values in their business but avoid halal branding. This empirical evidence shows that in halal hotels, the concept of product-centered is not always proper. The quality of halal hotel products depends on the Islamic value of the owner, not always influenced by business imperatives.

This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study investigates the relationship of brand experience and brand love concepts with several outcome variables such as brand trust, brand satisfaction, brand loyalty purchase intention and word of mouth.

A structured questionnaire has been constructed using scales from past studies. Hypotheses have been tested using partial least square structural equation modelling methodology.

This study has found that brand experience is a significant determinant of brand love. Further, brand love has a significant influence on trust, satisfaction and loyalty. Both variables, brand experience and brand love, have either direct or indirect influences on several branding-related outcome variables such as brand trust, brand satisfaction and brand loyalty.

This study has been conducted only using cross-sectional sample of one country, which may limit the generalisations. However, the results of this study offer valuable insights for the brand managers in the halal sector.

Previous studies pertaining to halal food consumption have focussed more on understanding the attitude or the buying intention of the consumers. Only few studies have attempted to investigate the branding aspect of halal food consumption. This study is one of its kinds, which offers a comprehensive framework by incorporating important brand-related antecedents and outcome variables to understand the branding aspect of the halal food consumption behaviour.

The purpose of this study is to investigate the impact of Halal traceability technology usage on Halal logistics performance with a Halal logistics brand as a mediator.

An online survey was conducted to gather responses from logistics service providers (LSPs), including strategic logistics units (manufacturing/brand owners) in Malaysia, which offer Halal logistics services.

Halal traceability technology system and Halal traceability training are two critical domains to strengthen market recognition of Halal logistics brand for LSPs. The study found that the Halal logistics brand played a mediating role in connecting the usage of Halal traceability technology and logistics performance.

The logistics industry needs to focus on Halal logistics services as a unique proposition. The ability of LSPs to build a Halal logistics brand thru traceability technology had created positive impressions for clients. LSPs must consistently engage in Halal training and remain technologically alert to build Halal brand value. Halal-based strategic branding will assist an LSP to stand out among its competitors.

Even though Halal branding has been studied widely, little attention has been given to how the usage of Halal traceability technology can improve Halal logistics branding and logistics operational performance. The result suggests that LSPs need to build a Halal logistics brand and design a proper logistics business strategy to target Sharia compliance-oriented consumers.

The purpose of this paper is to address the challenges which the concept of halal presents – when attempting to understand how halal‐conscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition.

Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis, were employed. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26‐27 July 2010, Saïd Business School, University of Oxford – in addition to the empirical data presented by keynote speakers.

The author asserts that halal‐conscious consumers are risk averse, which drives discerning and high‐involvement behavioural traits. Furthermore, in the face of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper presents a halal decision‐making paradigm – as a basis for constructing salient and engaging brands. The halal paradigm is a nub where the perceived importance of halal is brought into the Muslim consciousness. This is a dynamic and cyclical process, whose final verdict is finite and perishable – due to hyper‐sensitivity and environmental factors influencing Muslim perceptions of what is halal.

The models presented synthesise conceptual thinking with primary and secondary data. Further, tests related to specific brands are suggested.

Whilst the author concurs with the general Islamic principle of halal being the norm and haram as the exception, within the halal paradigm of consumption attached to consumerism, an argument is put forward asserting that this is increasingly being reversed. Furthermore, it is proposed that brand theory could view brands as Muslims.

The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context.

The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework. Structural equation modeling is used to assess the fit of framework. The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products. The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires.

Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, i.e. in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant.

In a country like India, which enjoys a sufficiently good percentage of Muslim population (14.2 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands.

Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products.

This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less explored field of halal brand products – halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Second, the present research is an effort to empirically validate the interrelationships among branding constructs such as brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty in a holistic framework to confirm whether these branding constructs also work for the halal brand in the same way to gauge Chinese Muslims consumers’ purchasing intentions.

This research used cross-sectional data from 481 Chinese Muslim students at 9 universities located in 3 cities of China through face-to-face and online survey methods. Data were collected from the consumers of halal milk brand. A theoretical model with the hypothesized relationships was tested with the help of the structural equation modelling procedure.

The results suggest that halal brand image has a significant and positive influence on the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Similarly, the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty significantly influence consumer halal brand purchase intention.

This study is conducted in the halal food sector of China and specific religious and migration contexts. Further investigations of the halal food purchasing behaviour of local Muslims, as well as international Muslim students in those Western countries which are famous destinations for international students for education, could yield varying results.

The outcomes achieved are helpful for commerce and government organizations for policy development to better meet the burgeoning demand for halal products by Chinese Muslims. These are also very helpful for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries such as China.

Studies on understanding Muslim consumers’ purchasing behaviours in non-Muslim countries are limited. Given the fact, numbers of Muslims seem a smaller amount of China’s total population, but their total numbers are large compared with total numbers in many Muslim countries. Therefore, understanding their purchasing behaviours for halal products and influential determinants concerning such purchasing behaviours adds to the literature and helps the industry to better serve and capitalise on the growing market.

The purpose of this paper is to review current literature and practices concerning the usage and consumption of Halal, within marketing and branding. Following this, the paper is to both stimulate discussions and encourage further thinking within this field.

The paper uses inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis. Evidence gathered from structured and systematic literature reviews – supported by existing empirical data, anecdotal evidence, personal observations and experience is also used.

In business, the doctrine of what is Halal, has culminated in the creation of ingredient brands and in some cases forms of co‐branding. However, the Halal's full potential has yet to be harnessed and there remain areas of dissonance and misunderstanding. Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term Halal and presuppose that there is one interpretation of its meaning. Also, instead of current trends which focus on rate determining steps within functional marketing approaches per se, Halal's competitive advantage is of more significance when delivered via the tacit elements of strategy and management.

As a conceptual paper, research is limited at times by a lack of empirical data and attempts necessitating the exploration of wide‐ranging cross‐disciplinary sources and stakeholder engagements.

Growing market interest suggests its significance to both Muslims and non‐Muslims. Furthermore, whilst research reveals studies looking at “meat and money” (Halal meat and Islamic finance) centred on functional attributes and monolithic consumption, few explore Halal's figurative and brand elements amongst diverse audiences.

The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan (lawful) Tayyiba (good) concept in Malaysia. The chances of using Brand personality attributes as a mechanism to get the primary dimensions of halal branding attributes are high.

Methods of interviews and surveys were conducted based on personality traits to construct key dimensions and attributes of the halal Brand Personality. A structured interview with seven halal certification experts from The Malaysian Department of Islamic Development (Jabatan Kemajuan Islam Malaysia – JAKIM) and factor analysis method were based on non-probability, basic sampling using questionnaire surveys on 135 personnel from the Department of Islamic Affairs, Terengganu (Jabatan Hal Ehwal Agama Islam Terengganu, Malaysia – JHEAT) that were involved directly or indirectly in monitoring halal certification.

The author aims to cultivate a theoretical framework for the halal Brand Personality. The paper introduces five dimensions, namely, Purity, Excitement, Safety, Sophistication and Righteousness.

The extraction of the five factors that contribute to the halal Brand Personality has been considered to be an assurance and screening process for halal products and services. It embodies values that are not just for Muslims but for everyone.

Multinational corporations (MNCs) that want to compete in markets worldwide should not underestimate the influences of religion on consumer demand. Almost one quarter of the world’s population is Muslim so it is important for MNCs to get into the Muslim mind set when operating in countries where Islam has a large influence. The purpose of this paper is to assess the extent to which consumer-based brand equity in a religious market results from the psychological and behavioural characteristics of consumers rather than from product characteristics.

A quantitative survey method was adopted, using a total sample of 551 Muslim consumers in Malaysia and Pakistan. A holistic model conceptualising three potential psychological and behavioural predictors of consumer-based halal brand equity (CBHBE) was created and then tested using structural equation modelling.

The strength of an individual’s religious identity was found to be a strong predictor of consumer halal choice behaviour and perceived self-expressive religious benefits. Consumers’ halal choice behaviour and perceived self-expressive benefits directly predict CBHBE. Moreover, consumer halal choice behaviour partially mediates the relationship between self-expressive benefits and CBHBE.

The authors conclude that firms targeting Muslim consumers can maximise CBHBE by focussing their marketing strategies on the three psychological and behavioural constructs identified in the model. For example, by using halal certification logos and providing convincing information about the halalness of their brand, businesses can facilitate Muslim consumers’ search processes in relation to their choice behaviour.

The study contributes to the existing international branding literature in two main ways. First, it introduces and defines the concept of CBHBE. Second, it identifies and empirically validates the important psychological and behavioural predictors of CBHBE.