The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes

• Main Authors: Wan Ismail, Wan Rusni, Othman, Mohhidin, Abdul Rahman, Russly, Kamarulzaman, Nitty Hirawaty, Ab Rahman, Suhaimi
• Format: Conference or Workshop Item
• Language: English
• Published: Halal Products Research Institute, Universiti Putra Malaysia 2014
• Online Access: http://psasir.upm.edu.my/id/eprint/60510/1/M9.pdf; http://psasir.upm.edu.my/id/eprint/60510/
• Institution: Universiti Putra Malaysia

Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheles...