IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025i14p365-374.html
   My bibliography  Save this article

Brand Love in Malaysia’s Halal Cosmetics and Personal Care Industry: A Conceptual Exploration

Author

Listed:
  • Syed Mohd Amirul Bin Syed Abdul Basek

    (Institute of Halal Industry, IIUM)

  • Ahmad Syahmi Bin Ahmad Fadzil

    (Institute of Halal Industry, IIUM)

  • Al Amirul Eimer Bin Ramdzan Ali

    (Institute of Halal Industry, IIUM)

Abstract

The concept of brand love has gained significant attention in recent years, particularly in the context of Malaysia’s halal cosmetics and personal care industry. As the demand for halal-certified products continues to rise, driven by an increasing Muslim population and a growing awareness of the importance of using products that align with Islamic principles, understanding the emotional connection between consumers and halal cosmetic brands has become crucial for marketers and brand managers.This paper aims to explore the factors that contribute to the development of brand love in the halal cosmetics industry, focusing on the Malaysian market. The study examines the role of halal certification, product quality, brand image, and consumer religiosity in shaping emotional attachments between consumers and brands.The findings suggest that halal certification is a crucial factor in establishing consumer trust and loyalty towards halal cosmetic brands. Consumers are more likely to develop a strong emotional attachment to brands that are certified halal by recognized authorities such as JAKIM (Department of Islamic Development Malaysia) and adhere strictly to halal requirements. Additionally, product quality and performance, brand image and reputation, and consumer religiosity and spirituality play significant roles in fostering brand love. The development of brand love in the halal cosmetics industry can lead to several positive outcomes, including increased consumer loyalty and repurchase intentions, positive word-of-mouth and brand advocacy, higher tolerance for brand failures and mistakes, and increased brand equity and market share. This conceptual paper contributes to the existing literature on brand love and consumer behavior in the context of the halal cosmetics industry. The findings provide valuable insights for marketers and brand managers seeking to develop effective strategies for fostering emotional connections with consumers in the rapidly growing halal cosmetics market.

Suggested Citation

  • Syed Mohd Amirul Bin Syed Abdul Basek & Ahmad Syahmi Bin Ahmad Fadzil & Al Amirul Eimer Bin Ramdzan Ali, 2025. "Brand Love in Malaysia’s Halal Cosmetics and Personal Care Industry: A Conceptual Exploration," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(14), pages 365-374, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:14:p:365-374
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-14/365-374.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/brand-love-in-malaysias-halal-cosmetics-and-personal-care-industry-a-conceptual-exploration/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    2. Rahida Abd Rahman & Azleen Ilias, 2025. "Analysis of Brand Love on English Football Teams," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 2576-2593, January.
    3. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    4. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    5. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    6. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    7. Hatice AYDIN, 2017. "Marka Guveni, Farkindaligi ve Benlik Imaj Uyumunun Marka Bagliligina Etkisinde Marka Askinin Aracilik Rolu," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 17(2), pages 281-294.
    8. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(10), pages 33-44, Octomber.
    9. Ching-Wei Ho & Yu-Bing Wang, 2020. "Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    10. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    11. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. John Rossiter, 2012. "A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking," Marketing Letters, Springer, vol. 23(3), pages 905-916, September.
    13. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    14. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    15. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    16. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    17. Couder, Julien & Valette-Florence, Pierre, 2024. "How do customers experience terroir? An investigation of its ability to increase brand relationship quality," Journal of Business Research, Elsevier, vol. 181(C).
    18. Swimberghe, Krist R. & Astakhova, Marina & Wooldridge, Barbara Ross, 2014. "A new dualistic approach to brand passion: Harmonious and obsessive," Journal of Business Research, Elsevier, vol. 67(12), pages 2657-2665.
    19. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    20. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:i:14:p:365-374. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.