Faith-Centric Consumerism?—Halal Brand Attitude and Research Agenda

This study explores the relatively unexplored realm of Halal brand attitude—a concept that bridges consumer attitudes, religiosity, and brand perceptions within the context of Halal brands. This study adopts a content analysis approach, systematically synthesizing a diverse range of scholarly sources to develop a comprehensive conceptual framework for understanding Halal brand attitudes. The exploration of Halal brand attitude presents an exciting and unexplored area within the field of consumer attitudes and branding. By unveiling its nuances and implications, this study contributes to enriching the marketing knowledge landscape. As a future research agenda, empirical studies can further validate the conceptual framework and delve into the real-world manifestations of Halal brand attitude, thus providing more actionable insights for marketers and practitioners.