Forthcoming Articles

International Journal of Islamic Marketing and Branding

International Journal of Islamic Marketing and Branding (IJIMB)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Islamic Marketing and Branding (One paper in press)

Regular Issues

  • Halal Personal Care Adoption among Urban Gen Z: Religiosity-Driven Branding and Online Persuasion   Order a copy of this article
    by Naveen Kumar R., Gokul K, Janani M, Murali S 
    Abstract: This study investigates how halal personal care branding and lifestyle congruence influence purchase intention and brand loyalty among urban Generation Z consumers in India by examining the roles of social media and influencer marketing, perceived authenticity of halal certification, brand trust, and price sensitivity. A quantitative cross-sectional design was adopted, and data were collected from 387 Gen Z consumers in Bangalore using a structured questionnaire with seven-point Likert scales. Structural equation modelling (SEM), exploratory factor analysis, correlation, and regression analyses were employed to test the proposed relationships. The findings reveal that lifestyle orientation emerged as the strongest predictor of purchase intention, followed by halal branding, social media engagement, and brand trust, while price sensitivity negatively influenced purchase intention. Brand loyalty was significantly driven by perceived halal authenticity and brand trust. The model demonstrated strong explanatory power and satisfactory fit indices. The study contributes to halal marketing literature by integrating ethical consumption, digital influence, and authenticity-based trust mechanisms within the halal personal care context.
    Keywords: Halal personal care; Generation Z; Halal Branding; Lifestyle Choices; Influencer Marketing; Consumer Purchase Intention.
    DOI: 10.1504/IJIMB.2027.10080932
     

 

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