Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country

Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country

AbstractThis research study highlighted the factors that influence the brand equity strategy of halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-majority Muslim country. The study aimed to identify the influence of consumer behavi...

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Bibliographic Details
Main Authors: Pattareya Sungnoi, Vuttichat Soonthonsmai
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Business & Management
Subjects:
Marketing strategy
brand equity
halal food
new emerging Islamic market
Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom
Sociology & Social Policy; Economics; Political Economy; Business
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2024.2327140

Internet

https://www.tandfonline.com/doi/10.1080/23311975.2024.2327140

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