Brand Love in Malaysia’s Halal Cosmetics and Personal Care Industry: A Conceptual Exploration

The concept of brand love has gained significant attention in recent years, particularly in the context of Malaysia’s halal cosmetics and personal care industry. As the demand for halal-certified products continues to rise, driven by an increasing Muslim population and a growing awareness of the importance of using products that align with Islamic principles, understanding the emotional connection between consumers and halal cosmetic brands has become crucial for marketers and brand managers.This paper aims to explore the factors that contribute to the development of brand love in the halal cosmetics industry, focusing on the Malaysian market. The study examines the role of halal certification, product quality, brand image, and consumer religiosity in shaping emotional attachments between consumers and brands.The findings suggest that halal certification is a crucial factor in establishing consumer trust and loyalty towards halal cosmetic brands. Consumers are more likely to develop a strong emotional attachment to brands that are certified halal by recognized authorities such as JAKIM (Department of Islamic Development Malaysia) and adhere strictly to halal requirements. Additionally, product quality and performance, brand image and reputation, and consumer religiosity and spirituality play significant roles in fostering brand love. The development of brand love in the halal cosmetics industry can lead to several positive outcomes, including increased consumer loyalty and repurchase intentions, positive word-of-mouth and brand advocacy, higher tolerance for brand failures and mistakes, and increased brand equity and market share. This conceptual paper contributes to the existing literature on brand love and consumer behavior in the context of the halal cosmetics industry. The findings provide valuable insights for marketers and brand managers seeking to develop effective strategies for fostering emotional connections with consumers in the rapidly growing halal cosmetics market.