Islamic Branding as a Tool for Customer Retention: Antecedents and Consequences of Islamic brand loyalty

The main purpose of this paper is to analyse the effects of the characteristics of Halal products and the corporate image on Islamic brand loyalty. The relationship between Islamic brand loyalty and customer retention was further researched using survey data of 189 randomly selected Muslim customers of Halal products in Malaysia. The findings confirmed a positive significant relationship between Islamic product characteristics and the corporate image on Islamic brand loyalty. A positive relationship between Islamic product characteristics and Islamic brand loyalty on customer retention was also found. However, the paper didn't find any significant relationship between the corporate image and customer retention, in contrast with the earlier findings.