Brands as Good Deeds? Islamic Brand Personality, Credibility, Trust, and Loyalty in Halal Markets
DOI:
https://doi.org/10.24256/kharaj.v8i4.12672Keywords:
islamic branding, brand personality, credibility, trust, loyalty, halalAbstract
This study reconstructs Islamic branding by placing conventional brand personality and brand-equity logic in dialogue with Islamic branding, halal assurance, trust, loyalty, and ethical marketing scholarship. A critical integrative review and thematic synthesis was conducted across a curated corpus of branding books, conceptual papers, empirical studies, and halal-market research. The findings show that Islamic branding cannot be reduced to religious symbolism, a halal logo, or the addition of Islamic traits to conventional brand-personality scales. Moral character becomes strategically meaningful only when it is supported by Shariah eligibility, operational evidence, credible assurance, and consistent stakeholder experience. The article therefore qualifies the influential notion of “brands as good deeds”: brands are not moral agents capable of deeds; rather, they can function as accountable moral promises through which organizational actors enable trustworthy and permissible exchange. The study proposes an Islamic Brand Moral Credibility Architecture linking normative eligibility, moral personality, evidentiary credibility, relational trust, and accountable loyalty. This framework clarifies how Islamic brand meaning becomes defensible market value.
Keywords: Islamic branding; brand personality; credibility; trust; loyalty; halal
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