Abstract
This paper develops a multi-disciplinary measure of the Halal brand personally construct by means of literature review. This study explains that Halal brand personality involves (i) purity, (ii) excitement, (iii) sophistication, (iv) safety and (iv) righteousness on brand awareness. The concept of Halal brand personality is vital for service providers to create an awareness about their products and services in the consumers’ mind as this could be the catalyst for service providers to achieve sustainable competitive advantage (SCA). This is because the extraction of the five factors that contribute to the Halal brand personality is being regarded to be an assurance for halal products and services. It symbolizes the value that are not just for Muslims, but for non-Muslims as well.
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