An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia

Purpose This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study investigates the relationship of brand experience and brand love concepts with several outcome variables such as brand trust, brand satisfaction, brand loyalty purchase intention and word of mouth. Design/methodology/approach A structured questionnaire has been constructed...