Halal Brand Personality and Brand Loyalty among Millenials Modest Fashion Consumers in Malaysia: A Conceptual Paper

Abstract

The growing competition in Malaysia modest fashion industry has proven to be the main challenge for the business to stay relevance in the market. Based on this reason, it is vital for the marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but it is also a common strategy used by the marketers to create competitive advantage for their business. Although, brand personality has been studied on various product brands, but limited research has been done on Muslim products especially modest fashion apparel. Since modest fashion is considered as Muslim products in Malaysia, this paper examines the relationship between Halal brand personality, brand trust and brand loyalty with the aim to provide a better understanding of the Islamic Marketing concept.