Dimensions of Brand Equity affecting Consumption of Ḥalāl/Ḥarām Products: Moderating Role of Islamic Work Ethics.

Ferryal Khan, Areeba Sajid, Sohail Kamran
Published Online: December 2019

This paper investigates impact of two dimensions of brand equity i.e. brand image and brand awareness on the consumption patterns of ḥalāl/ḥarām products when the consumers are aware of the Islamic Work Ethics (IWE) of the entity or firm from which they are buying the product. The data were collected from 307 respondents through online surveys and self-administered questionnaires based on a five-point Likert scale. Correlation and regression analyses were carried out to examine the effect of the dimensions of brand equity on consumption patterns of consumers. The findings suggest that both dimensions of brand equity have a positive impact on consumption patterns of consumers as found by regression analysis. The moderating effect of Islamic Work Ethics (IWE) was tested by multiple regression for the two dimensions of brand equity and it was found that IWE of the branding entity increases the strength of the relationship between the dimensions of brand equity and the consumption of the consumers. There are implications for marketers and policy makers. They should keep in mind that Muslims prefer ḥalāl products and thus stress upon the importance of including ḥalāl branded products in their list of promoted brands. The main contribution of this paper is that it examines how the IWE of the chosen firm ultimately affect the consumption of ḥalāl/ḥarām products. The paper also provides managerial implications.


Brand Image, Brand Awareness, Brand Equity, IWE, Consumption, Ḥalāl/ḥarām.