Noor, Nurhafihz (2025) A closer look at halal brand image: systematic review and future directions. Journal of Islamic Marketing. (In Press)

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Abstract

Purpose - Halal brands are crucial in driving the growing global Islamic economy. Despite the importance of brand research and the rich brand literature, there has yet to be a comprehensive study of brand image across halal industries. This study aims to systematically review the existing literature on brand image in halal industries to provide a state-of-the-art understanding and identify opportunities in this research area.

Design/methodology/approach - Guided by the Scientific Procedures and Rationales for Systematic Literature Reviews protocol and the theories, contexts, characteristics and methods framework, this paper reviews 35 journal articles from the Scopus and Web of Science (WoS) databases that feature brand image as an underpinning theory in the context of halal economies.

Findings - Since the first study almost a decade ago in 2014, brand image research in halal industries has concentrated on consumers in the Islamic finance sector. Keyword co-occurrence analysis reveals that central research themes in halal brand image include outcomes of trust, satisfaction and loyalty. Most studies are focused on halal industries in Muslim countries. The cognitive operationalization of brand image remains dominant in halal industry studies. There is a lack of studies on the moderators of halal brand image. Several unique antecedents of halal brand image are uncovered in this review that are undetected in traditional brand image studies.

Research limitations/implications - The studies in this review are based on the Scopus and WoS databases, which may be perceived as a study limitation. This paper also only considered English journal articles and studies that focused on brand image in halal industries rather than general industries with Muslim consumers.

Practical implications - To become a global brand, halal brands must effectively build and communicate their brand image. This review provides managers with an appreciation of brand image across different halal industries and a strategic lens on universal drivers and those that are faith/ethics related. The consequences of an effective halal brand image can inform and motivate managerial decisions with multiple stakeholders in brand-building campaigns. Researchers can use the results of this review to guide future multidisciplinary studies and contribute toward the development of this research field.

Originality/value - To the best of the author’s knowledge, this paper is the first to comprehensively map the antecedents, dimensions, outcomes and moderators of brand image across halal industries. This study gives managers a strategic understanding of brand image across the halal economy. This review also develops a conceptual model that maps the halal brand image nomological network revealing three key antecedent categories of halal brand image. A research agenda on halal brand image with 18 future research recommendations is introduced to the literature.

Item ID:	84834
Item Type:	Article (Research - C1)
ISSN:	1759-0841
Keywords:	brand image, brand associations, systematic literature review, halal, Islamic branding
Copyright Information:	© Nurhafihz Noor. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. 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 licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Date Deposited:	10 Mar 2025 23:04
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 100%
SEO Codes:	13 CULTURE AND SOCIETY > 1305 Religion > 130501 Religion and society @ 50% 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 50%
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