Article: A proposed customer-based brand equity model for the halal food industry Journal: International Journal of Sustainable Society (IJSSOC) 2024 Vol.16 No.4 pp.326 - 342 Abstract: Muslim consumers are working harder to make sure that the brand they purchase is tracked throughout the supply chain. Food businesses must uphold Shariah-compliant practises in harmony with their brand. The purpose of this study is to present a conceptual model of halal food brand equity as a trusted value for customers. The research focuses on how to build a halal food brand using established brand equity components: halal brand awareness, halal perceived quality, halal brand association, and halal brand loyalty, as well as how to mediate the halal food supply chain's integrity image architecture. According to research of Muslim consumers in the halal food industry, the positive impact of the integrity of the halal food supply chain on choosing halal food brands is a critical factor in ensuring that food is produced ethically. Suggestions have been made for studies on a halal food consumer-based brand equity approach, which is unique to the halal food industry. Inderscience Publishers - linking academia, business and industry through research

Title: A proposed customer-based brand equity model for the halal food industry

Authors: Nurul Huda Md. Saad; Amiruddin Ahamat; Anidah Robani

Addresses: Fakulti Pengurusan Teknologi and Teknousahawanan, Universiti Teknikal Malaysia Melaka, Technology Campus, 75450 Ayer Keroh, Melaka, Malaysia ' Fakulti Pengurusan Teknologi and Teknousahawanan, Centre of Technopreneurship Development (C-TED), Universiti Teknikal Malaysia Melaka, 75450 Hang Tuah Jaya, Melaka, Malaysia ' Institut Pengurusan Teknologi and Teknousahawanan, Universiti Teknikal Malaysia Melaka, Technology Campus, 75450 Hang Tuah Jaya, Melaka, Malaysia

Abstract: Muslim consumers are working harder to make sure that the brand they purchase is tracked throughout the supply chain. Food businesses must uphold Shariah-compliant practises in harmony with their brand. The purpose of this study is to present a conceptual model of halal food brand equity as a trusted value for customers. The research focuses on how to build a halal food brand using established brand equity components: halal brand awareness, halal perceived quality, halal brand association, and halal brand loyalty, as well as how to mediate the halal food supply chain's integrity image architecture. According to research of Muslim consumers in the halal food industry, the positive impact of the integrity of the halal food supply chain on choosing halal food brands is a critical factor in ensuring that food is produced ethically. Suggestions have been made for studies on a halal food consumer-based brand equity approach, which is unique to the halal food industry.

Keywords: halal food; brand equity; supply chain integrity; halal brand awareness; halal perceived quality.

DOI: 10.1504/IJSSOC.2024.142725

International Journal of Sustainable Society, 2024 Vol.16 No.4, pp.326 - 342

Received: 09 Feb 2022
Received in revised form: 15 Jul 2022
Accepted: 27 Oct 2022
Published online: 19 Nov 2024 *

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Title: A proposed customer-based brand equity model for the halal food industry

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