Factors Affecting Brand Relationship Quality of Halal Food and The Mediating Role of Halal Literacy

• Main Authors: Sharizal, Hashim, Mussadiq Ali, Khan, Buttho, Muhammad Yaseen
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2021
• Subjects: BL Religion; BP Islam. Bahaism. Theosophy, etc; HA Statistics; HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/34224/1/Hashim.pdf; http://ir.unimas.my/id/eprint/34224/; https://hrmars.com/papers/detail/IJARBSS/8576/Factors-Affecting-Brand-Relationship-Quality-of-Halal-Food-and-The-Mediating-Role-of-Halal-Literacy
• Institution: Universiti Malaysia Sarawak

Purpose: Brand relationship is anemerging phenomenon and companies are giving it a lot of importance. Islamic marketing is gaining grounds everywhere in the world and capturing a lot of attention in the countries where Muslims are in majority and even in minority. Present research aims to evaluate f...