ISSN: 2222-6990
Open access
In recent years, the halal market has experienced significant growth globally, driven by increasing consumer awareness and demand for halal-certified products. This study aimed to examine the determinants of consumer behaviour and brand relationships in the Malaysian halal market, providing insights to inform targeted marketing strategies for halal store-brand products. Our findings revealed that, halal store-brand awareness shows a strong positive effect (coefficient: 0.294, p < 0.001). Halal store-brand loyalty (coefficients: 0.199, p < 0.001), attitude (coefficients: 0.262, p < 0.001) and Perceived behavioural control (coefficient: 0.223, p < 0.001) also positively impact repurchase intention. However, halal store-brand association exhibits a negative impact on repurchase intention (coefficient: -0.129, p < 0.05). Halal store-brand perceived quality weakly influences repurchase intention (coefficient: 0.110, p < 0.1). Subjective norms do not significantly influence repurchase intention (p > 0.1). Halal store-brand association mediates the effect of halal store-brand image, perceived value, trust, price and satisfaction. Findings revealed that, halal store-brand image (coefficient is positive 0.454, p < 0.000), halal store-brand perceived value (coefficient: 0.184, p < 0.001), halal store-brand satisfaction (coefficient: 0.180, p < 0.003) positively affect halal store-brand association. Halal store-brand trust, and price, do not significantly influence halal store-brand association. Overall, factors like halal store-brand awareness, halal store-brand loyalty, halal store-brand image, halal store-brand perceived value, attitude, and perceived behavioural control play significant roles in shaping consumers repurchase intention for halal store-brand products. This study recommends that companies focusing on halal store-brand products prioritize strategies to enhance brand awareness, loyalty, image, satisfaction, perceived value, attitude and perceived behavioural control among consumers. Investing in marketing campaigns to increase awareness, fostering strong relationships with consumers to build loyalty and maintaining consistent product quality can bolster repurchase intention. Additionally, efforts should be made to reinforce positive image and attitudes towards the brand through effective communication and engagement strategies. Furthermore, improving perceived value through product differentiation and highlighting unique benefits can strengthen brand association.
Abdullah, M. A., & Azam, M. S. E. (2020). Halal industry in ASEAN: issues and challenges. Economics, Business, and Islamic Finance in ASEAN Economics Community, 77-104.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Akram, H. W. (2022). Global Halal business: a sectoral analysis. International Journal of Business and Globalisation, 30(1), 111-130.
Al Abdulrazak, R. M., & Gbadamosi, A. (2017). Trust, religiosity, and relationship marketing: a conceptual overview of consumer brand loyalty. Society and business review, 12(3), 320-339.
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339-1362.
Ambali, A. R., & Bakar, A. N. (2013). Hal?l food and products in Malaysia: People’s awareness and policy implications. Intellectual Discourse, 21(1), 7–32.
Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-makers. Procedia - Social and Behavioral Sciences, 121(September 2012), 3–25. https://doi.org/10.1016/j.sbspro.2014.01.1104
Anam, J., Sanuri, s. B. M. M., & Ismail, B. L. O. (2018). Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing, 9(4), 727-746.
Anam, J., Sanuri, s. B. M. M., & Ismail, B. L. O. (2018). Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing, 9(4), 727-746.
Aoun, I., & Tournois, L. (2015). Building holistic brands: an exploratory study of Halal cosmetics. Journal of Islamic Marketing, 6(1), 109-132.
Arifin, M. R., Raharja, B. S., & Nugroho, A. (2023). Do young Muslim choose differently? Identifying consumer behavior in Halal industry. Journal of Islamic Marketing, 14(4), 1032-1057.
Azam, M. S. E., & Abdullah, M. A. (2020). Global halal industry: realities and opportunities. IJIBE (International Journal of Islamic Business Ethics), 5(1), 47-59.
Azam, M. S. E., & Abdullahi, M. A. (2020). Global Halal Industry: Realities and Opportunities. International Journal of Islamic Business Ethics, 5(1), 1–47. https://doi.org/10.30659/ijibe.5.1.47-59
Azman, N. H. N., & Masron, T. A. (2012). Halal development and food exports: evidence from Malaysia and MEACs. Prosiding Persidangan Kebangsaan Ekonomi Malaysia Ke VII, 319.
Billah, A., Rahman, M. A., & Hossain, M. T. Bin. (2020). Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food. Journal of Foodservice Business Research, 23(4), 324–349. https://doi.org/10.1080/15378020.2020.1768040
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
Dawar, N., & Parker, P. (1994). Marketing universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of marketing, 58(2), 81-95.
Jaiyeoba, H. B., Abdullah, M. A., & Dzuljastri, A. R. (2020). Halal certification mark, brand quality, and awareness: Do they influence buying decisions of Nigerian consumers? Journal of Islamic Marketing, 11(6), 1657–1670. https://doi.org/10.1108/JIMA-07-2019-0155
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: The role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
Noordin, N., Noor, M. N. L., Hashim, M., & Samicho, Z. (2009). Value chain of Halal certification system: A case of the Malaysia Halal Industry. Proceedings of the European and Mediterranean Conference on Information Systems, EMCIS 2009, 2009(2008), 1–14.
Nzioki, D. M., Ugangu, W., & Muchunku, I. (2021). Evaluating Quality of Communication Strategies Relating to Management of Corporate Reputation. In 3rd International Conference on Management, Economics & Finance (Vol. 56).
Othman, P., Sungkar, I., & Hussin, W. S. W. (2009). Malaysia as an international halal food hub: competitiveness and potential of meat-based industries. ASEAN Economic Bulletin, 306-320.
Petty, R. E., Cacioppo, J. T., Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion (pp. 1-24). Springer New York.
Salahuddin, N., Salahuddin, N. R., & Khamarudin, M. (2021). The importance of industry value chain for development of Malaysian Halal Industry. In Modeling Economic Growth in Contemporary Malaysia (pp. 117-125). Emerald Publishing Limited.
Yousef, W. (2018). An examination of the influence of religious beliefs and brand love on brand loyalty, word-of-mouth and purchase intention in the Islamic market: A study of consumers’ perceptions in the context of the retailing sector in Saudi Arabia (Doctoral dissertation, Middlesex University).
(Isa et al., 2024)
Isa, M. L., Kamarulzaman, N. H., Hashim, H., & Lim, S. A. H. (2024). Consumer Perception and Behaviour Towards Halal Store-Brand Products and Repurchase Intention: Insights for Marketing Strategy. International Journal of Academic Research in Business and Social Sciences, 14(7), 608–621.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seenavc at: http://creativecommons.org/licences/by/4.0/legalcode