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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2327140 |
| _version_ | 1797263184914022400 |
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| author | Pattareya Sungnoi Vuttichat Soonthonsmai |
| author_facet | Pattareya Sungnoi Vuttichat Soonthonsmai |
| author_sort | Pattareya Sungnoi |
| collection | DOAJ |
| description | 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 behavior, marketing strategies, integrated marketing communication, and added value on halal food brand equity in Thailand. A quantitative study was conducted using a structural equation model by LISREL. Data were collected through online questionnaires and personal interviews with 460 Muslim consumers residing in Thailand. Quota sampling was employed for each province, and descriptive statistics and structural equation modeling analysis were performed. The empirical data was consistent with the causal relationship model. Brand equity was directly influenced by added value and indirectly influenced by consumer behavior and marketing strategy, while integrated marketing communication influenced it through added value. |
| first_indexed | 2024-04-25T00:08:59Z |
| format | Article |
| id | doaj.art-5484fb7b8df0444ca50950bb34d7d140 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-04-25T00:08:59Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-5484fb7b8df0444ca50950bb34d7d1402024-03-13T16:04:11ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2327140Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim countryPattareya Sungnoi0Vuttichat Soonthonsmai1Faculty of Management Sciences, Rajabhat University, Khao Rup Chang, Songkhla, ThailandInstitute of Science, Innovation, and Culture, Rajamangala University of Technology Krungthep, Bangkok, ThailandAbstractThis 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 behavior, marketing strategies, integrated marketing communication, and added value on halal food brand equity in Thailand. A quantitative study was conducted using a structural equation model by LISREL. Data were collected through online questionnaires and personal interviews with 460 Muslim consumers residing in Thailand. Quota sampling was employed for each province, and descriptive statistics and structural equation modeling analysis were performed. The empirical data was consistent with the causal relationship model. Brand equity was directly influenced by added value and indirectly influenced by consumer behavior and marketing strategy, while integrated marketing communication influenced it through added value.https://www.tandfonline.com/doi/10.1080/23311975.2024.2327140Marketing strategybrand equityhalal foodnew emerging Islamic marketLen Tiu Wright, De Montfort University Faculty of Business and Law, United KingdomSociology & Social Policy; Economics; Political Economy; Business |
| spellingShingle | Pattareya Sungnoi Vuttichat Soonthonsmai Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country Cogent Business & Management 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 |
| title | Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country |
| title_full | Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country |
| title_fullStr | Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country |
| title_full_unstemmed | Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country |
| title_short | Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country |
| title_sort | investigating the brand equity strategy of halal food in a promising emerging islamic market in a non muslim country |
| topic | 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 |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2327140 |
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