THE ROLE OF HALAL BRAND RELATIONSHIP QUALITY TOWARDS RELATIONAL, UTILITY VALUE AND HALAL BRAND RESONANCE

Abstract

Islamic marketing is an emerging field. It has a lot of potential to grow and to become a source of attention of companies. But there is a lack of attention of criteria of evaluation of Halal brands and factors which are significant in Halal brand resonance. So, it is worthwhile to investigate factors affecting Halal brand resonance with the mediation of Halal brand relationship quality. This study has been carried out through structured questionnaire by stratified sampling and cross-sectional data was collected from 410 Halal food consumers in Rawalpindi and Islamabad, twin cities of Pakistan. Theory of social exchange significantly explains concept of Halal brand resonance about choice of Halal food consumers. The study results confirm positive association between utility value, relational value and Halal brand resonance and mediation of Halal brand relationship quality. This study is limited to Halal food only. However, future researchers can conduct longitudinal study and cross-cultural comparison which can give better understanding of Halal brand consumers.