Muslim self-expressive branding and the rise of brand love in halal fashion

Sultoni, Mohammad Hamim, Anwar, Moh. Muhlis and Maksum, Ikhsan (2025) Muslim self-expressive branding and the rise of brand love in halal fashion. Malaysian Journal of Consumer and Family Economics, 35. pp. 363-400. ISSN 2948-4189

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Abstract

This study aims to explore the dynamics of Muslim consumer-brand relationships within the halal fashion industry, focusing on the influence of brand experience, self-expressive branding, brand love, brand addiction, and brand loyalty. A questionnaire-based methodology was employed to collect data from 450 participants selected using judgmental and snowball sampling techniques. Structural equation modelling, specifically Partial Least Squares Structural Equation Modeling (PLS-SEM), was utilised to analyse the proposed hypotheses. The results show significant positive impact between brand experience, self-expressive branding (both private and social), and brand love within the halal fashion context. Additionally, brand love was found to significantly influence both brand addiction and brand loyalty, emphasising its pivotal role in driving consumer behaviour and brand outcomes. The insights from this study offer practical implications for halal fashion brands, highlighting the importance of creating immersive brand experiences, aligning brand messaging with consumer identities, and promoting ethical marketing practices to foster brand loyalty while safeguarding consumer well-being. The current research adds to the body of knowledge by analyzing consumer-brand interactions in the halal fashion sector, offering insights into the interplay between brand experience, self-expressive branding, brand love, brand addiction, and brand loyalty. The findings provide valuable implications for marketers and practitioners operating in culturally sensitive markets.

Item Type:	Journal Article
Keywords:	halal fashion, consumer-brand relationships, brand experience, self-expressive branding, brand love, brand addiction, brand loyalty
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Ikhsan Maksum
Date Deposited:	29 Oct 2026 15:53

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