THE EVOLUTION OF HALAL FROM A RELIGIOUS SYMBOL TO A BRAND
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This paper reviews existing literature to understand how scholars perceive and interpret Halal. In particular, this study strives to understand brand-related literature and prove that Halal is a brand. The paper is based on a critical review of existing literature. The current study uses the definitions of brand in different academic articles and the business approach to conform the nature of Halal to these definitions. The findings integrate the perspectives of scholars and marketers about Halal into an identical viewpoint. This study reveals that Halal can be considered a brand because it contains all the attributes of brand. In addition, practical implication of this study extends to the new window for marketers and businesses in different countries, which are involved in the Halal market to dominate this lucrative market by deploying various brand theories and models on the Halal brand. Finally, this paper reviews existing Halal and brand literature and attests to Halal as a brand.
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