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Theorizing the Halal Brand Association toward the Participation in Family Takaful Product: An Extended Theory of Planned Behaviour

Year: 2025

Type: article

Abstract: This study examines the pivotal role of halal brand association (HBA) in influencing consumer participation in family takaful products through the Theory of Planned Behaviour (TPB). The research conceptualizes HBA as a critical variable impacting key TPB predictors—attitude, subjective norms, and perceived behavioral control—leading to increased participation in family takaful products. A qualitative approach systematically reviewed literature from reputable academic databases to develop a theoretical framework. The findings reveal that HBA enhances consumer attitudes, aligns with social expectations, and strengthens perceived behavioral control. Academically, this study contributes to the limited research on HBA in the takaful industry, providing new insights into consumer behavior in Islamic finance. Practically, it offers strategic guidance for Islamic financial institutions to leverage halal branding as a competitive advantage. By aligning financial products with Islamic ethical principles, this research underscores the dual importance of religious compliance and social responsibility in fostering consumer engagement and loyalty.

Source: Journal of Entrepreneurship and Business

DOI: 10.17687/d7g5r904

Authors: Mohd Faizuddin Muhammad Zuki, Muhammad Arif Fadilah Ishak, Muhammad Hafiz Hassan

Institutions: International Islamic University Malaysia, Universiti Islam Antarabangsa Tuanku Syed Sirajuddin

Language: English

Topic: Islamic Finance and Banking Studies

Subfield: Accounting

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7082442686

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