The Strategic Impact of Islamic Branding and Marketing on Muslim Consumer Behavior: A Comparative and Longitudinal Study in Malaysia and Selected OIC Countries

Amro Halfaoui; Muhammad Yunus  Amar

Authors

Amro Halfaoui The Rosy City for Educational Services and Consultations, Amman, Jordania
Muhammad Yunus Amar Faculty of Economics and Business, Hasanuddin University

Keywords:

Comparative study, Islamic branding, Marketing strategy, Muslim consumer behavior, OIC countries

Abstract

This study investigates the strategic influence of Islamic branding and marketing on Muslim consumer behavior within Malaysia and selected OIC countries. Employing a comparative and longitudinal design, the research integrates Islamic principles with contemporary marketing strategies to assess their impact on consumer trust, loyalty, and purchasing intentions. Findings reveal that ethical branding grounded in Sharia principles significantly enhances consumer perceptions of authenticity, strengthens brand loyalty, and sustains long-term competitive advantage. This paper contributes to the growing discourse on Islamic marketing by offering empirical insights that support both academic scholarship and managerial practice.

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