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Faith-Centric Consumerism?—Halal Brand Attitude and Research Agenda

In: Contemporary Business Research in the Islamic World

Author

Listed:
  • Fitriani Tobing

    (Universitas Medan Area)

  • Muhammad Dharma Tuah Putra Nasution

    (Universitas Pembangunan Panca Budi)

  • Dwita Sakuntala

    (Universitas Prima Indonesia)

  • Muhammad Rizal

    (Universitas Samudra)

  • Hery Syahrial

    (Universitas Medan Area)

  • Ahmad Rafiki

    (Universitas Medan Area)

Abstract

This study explores the relatively unexplored realm of Halal brand attitude—a concept that bridges consumer attitudes, religiosity, and brand perceptions within the context of Halal brands. This study adopts a content analysis approach, systematically synthesizing a diverse range of scholarly sources to develop a comprehensive conceptual framework for understanding Halal brand attitudes. The exploration of Halal brand attitude presents an exciting and unexplored area within the field of consumer attitudes and branding. By unveiling its nuances and implications, this study contributes to enriching the marketing knowledge landscape. As a future research agenda, empirical studies can further validate the conceptual framework and delve into the real-world manifestations of Halal brand attitude, thus providing more actionable insights for marketers and practitioners.

Suggested Citation

  • Fitriani Tobing & Muhammad Dharma Tuah Putra Nasution & Dwita Sakuntala & Muhammad Rizal & Hery Syahrial & Ahmad Rafiki, 2024. "Faith-Centric Consumerism?—Halal Brand Attitude and Research Agenda," Springer Proceedings in Business and Economics, in: John Fraedrich & Marina Pirtskalava & Tornike Khoshtaria & Hasan Terzi & Mehmet Bayirli & Baker Al S (ed.), Contemporary Business Research in the Islamic World, pages 123-140, Springer.
    • Handle: RePEc:spr:prbchp:978-981-97-5400-7_8
    DOI: 10.1007/978-981-97-5400-7_8
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