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. Aksoy, Lerzan & Keiningham, Timothy L. & Buoye, Alexander & Larivière, Bart & Williams, Luke & Wilson, Ian, 2015. "Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness," Journal of Business Research, Elsevier, vol. 68(12), pages 2464-2476.
    2. 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.
    3. Patrícia Dias & Rita Cavalheiro, 2022. "The role of storytelling in the creation of brand love: the PANDORA case," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 58-71, January.
    4. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    5. 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.
    6. Irfan Hameed & Zeeshan Hyder & Muhammad Imran & Kashif Shafiq, 2021. "Greenwash and green purchase behavior: an environmentally sustainable perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13113-13134, September.
    7. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    8. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    9. 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.
    10. 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.
    11. R. Filieri & D. Yen & Q. Yu, 2021. "#ILoveLondon: An exploration of the declaration of love towards a destination on Instagram," Post-Print hal-04779111, HAL.
    12. Govind Nath Srivastava & V. Padmaja & Abhinav P. Tripathi, 2024. "Dimensions of Brand Equity: A Hybrid Approach," Business Perspectives and Research, , vol. 12(3), pages 361-381, July.
    13. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    14. Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2022. "“All you need is love”. From product design value perception to luxury brand love: An integrated framework," Post-Print hal-03562015, HAL.
    15. 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).
    16. T. Ndhlovu & T. Maree, 2024. "The central role of consumer–brand engagement in product and service brand contexts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 944-961, December.
    17. Pabla, Harleen & Soch, Harmeen, 2023. "Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love," Journal of Air Transport Management, Elsevier, vol. 107(C).
    18. Ching-Wei Ho, 2017. "Does Practicing CSR Makes Consumers Like Your Shop More? Consumer-Retailer Love Mediates CSR and Behavioral Intentions," IJERPH, MDPI, vol. 14(12), pages 1-14, December.
    19. Maria Kostritsa & Hildegard Liebl & Rupert Beinhauer & Jana Turčínková, 2020. "Consumer Brand Love for Luxury Brands in India," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 189-197.
    20. 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.

    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.