Citation

Ahmat, Mohd Amirul Hafidz and Razak, Mohd Rizal Abdul and Said, Al-Mansor Abu and Jumain, Rudaini Sham Abdullah (2026) Conceptual Framework of Halal Brand Trust and Halal Brand Love in the Context of Brand Resonance Model. Technology and Entrepreneurship: Systems Driving Innovation, 612. pp. 1049-1054. ISSN 2198-4182

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Abstract

Halal product consumption has become a significant global phenomenon, driven by the growing Muslim population and increasing awareness of the importance of Halal certification. Understanding the factors that influence Halal brand resonance, a key indicator of long-term brand success, is crucial for businesses operating in the Halal market. This conceptual paper proposes a model that explores the mediating roles of Halal brand trust and Halal brand love in the relationship between Halal brand experience and Halal brand resonance. The study builds on existing literature on Halal branding, brand experience, brand trust, and brand love. The proposed model suggests that Halal brand experience, defined as the sensorial, emotional, cognitive, and behavioral responses evoked by a Halal brand, can enhance Halal brand trust and Halal brand love, which in turn influence Halal brand resonance. Halal brand trust refers to the willingness of consumers to rely on the ability of the Halal brand to perform its stated function, while Halal brand love represents the degree of emotional attachment and passion that consumers have for a Halal brand. The study aims to provide empirical evidence on the importance of cultivating Halal brand trust and Halal brand love in order to achieve strong Halal brand resonance, which reflects the depth of the relationship between consumers and the Halal brand. The findings of this research will offer valuable insights for Halal brand managers on the strategic development and management of their Halal brand.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	10 Feb 2026 01:50
Last Modified:	10 Feb 2026 01:50
URII:	http://shdl.mmu.edu.my/id/eprint/15262

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