The study examines the underlying heterogeneity within the global Muslim consumer market in connection with Islamic branding and its impact on the brand resonance of an Islamic brand. This comparative study empirically examines the differences existing within the Muslim consumer in Malaysia and...

This systematic literature review examines the scholarly discourse and research trends on the integration of Islamic principles with global sustainability goals in halal tourism, addressing research gaps in understanding how this growing market sector contributes to sustainable development. The...

This 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,...

The growth of halal tourism has attracted attention globally, with numerous countries expanding their tourism infrastructure to support economic development. Despite the increasing interest in halal tourism, the existing literature primarily comprises theoretical background research found in...

This research investigates the antecedents of tourist loyalty in the Muslim-friendly tourism context. It examines the link between Islamic tourism destination attributes, service quality, customer engagement, value co-creation, and loyalty. It also highlights the moderating roles of Islamic...