Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country

Figures & data

Figure 1. Research model.

Table 1. Sample size allocation (n = 460).

Age group (Year) Province	20–29 (23%)	30–39 (21%)	40–49 (19%)	50–59 (17%)	60 ++ (20%)	Total (100%)
Narathiwat	21	19	17	16	19	92
Yala	21	19	17	16	19	92
Pattani	21	19	18	16	18	92
Songkhla	22	20	17	15	18	92
Satun	21	19	18	16	18	92

Note: Sample proportion in the parenthesis.

Figure 2. Structural equation modeling of brand equity strategic model of halal food.

Note: → No significance effects → Have significance effects.

Table 2. Descriptive statistics for demographic characteristics of the sample (n = 460).

Variables	Classification	Frequency	Percent (%)
Gender	Male	260	56.5
	Female	200	43.5
Age	20–29	106	23.0
	30–39	96	21.0
	40–49	87	18.9
	50–59	79	17.1
	60 and older	92	20.0
Education	K12 or lower	156	33.9
	Vocation	130	28.3
	Bachelor	81	17.6
	Graduate	93	20.2
Occupation	Student	24	5.2
	Government Officer	61	13.3
	Private Employee	64	13.9
	Enterprise owner & Farmer	311	67.6
Sample size (n)		460	100.0

Table 3. Descriptive statistics for the research variables.

Variables	No. of item	$\overline{X}$	S.D	Skewness (Sk)	Kurtosis (Ku)	C.V
Consumer behavior	27	4.02	0.561	−0.491	0.210	0.140
Marketing strategy	25	4.21	0.574	−0.802	0.952	0.141
Integrated marketing communication	21	3.43	1.004	−0.184	−0.812	0.293
Added value	12	4.54	0.561	−1.891	4.584	0.121
Brand equity	23	4.36	0.624	−1.290	1.891	0.143

Table 4. Discriminant validity of the constructs – correlations between constructs.

Latent Variables	CB	MS	IMC	AV	BE
Consumer behavior (CB)	0.633
Marketing strategy (MS)	0.638**	0.789
Integrated marketing communication (IMC)	0.698**	0.625**	0.790
Added value (AV)	0.667**	0.645**	0.450**	0.819
Brand equity (BE)	0.705**	0.654**	0.627**	0.557**	0.756
rV (AVE)	0.401	0.622	0.624	0.671	0.573
rC (Composite Reliability)	0.762	0.773	0.813	0.793	0.801

Note. **p ≤ .01. Bold diagonals indicate the square root of AVE.

Table 5. Results of a confirmatory factor of consumer behavior, marketing strategy, integrated marketing communication, added value, and brand equity of halal food.

Indicators	Factor loading		T	R^2	ρc	α
	b (SE)	β
Consumer behavior (CB)					0.701	0.921
Who influence to purchase halal food	0.331 (0.041)	0.403	8.061**	0.164
What customer wants to buy halal food	0.233 (0.062)	0.360	3.680**	0.132
Why customer buys halal food	0.704 (0.042)	0.822	18.221**	0.671
How customer makes decision	0.422 (0.020)	0.804	19.46**	0.640
χ^2 = 0.021 df = 1 p = 0.893 CFI = 1.00 GFI = 1.00 AGFI = 1.00 RMSEA = 0.000
Marketing strategy (MS)					0.811	0.946
Product	0.520 (0.023)	0.841	21.460**	0.701
Packaging	0.574 (0.020)	0.902	23.921**	0.802
Price	0.461 (0.030)	0.731	17.720**	0.540
Place	0.522 (0.020)	0.840	21.631**	0.711
Promotion	0.441 (0.033)	0.614	13.651**	0.372
χ^2 = 3.002 df = 3 p = 0.392 CFI = 1.00 GFI = 1.00 AGFI = 0.99 RMSEA = 0.000
Integrated marketing communication (IMC)					0.890	0.951
Advertising	0.873 (0.042)	0.870	22.761**	0.760
Sales promotion	0.860 (0.040)	0.852	22.060**	0.732
Personal selling	0.460 (0.033)	0.643	14.314**	0.405
Public relations	0.531 (0.030)	0.690	16.122**	0.472
Direct and digital marketing	0.980 (0.040)	0.860	22.365**	0.745
χ^2 = 4.962 df = 3 p = 0.175 CFI = 1.00 GFI = 1.00 AGFI = 0.98 RMSEA = 0.038
Added value (AV)					0.621	0.861
Functional value	0.492 (0.030)	0.744	16.910**	0.550
Social value	0.324 (0.051)	0.331	6.030**	0.110
Emotional value	0.425 (0.032)	0.670	14.571**	0.451
χ^2 = 3.871 df = 2 p = 0.140 CFI = 0.99 GFI = 0.99 AGFI = 0.99 RMSEA = 0.045
Brand equity (BE)					0.901	0.953
Brand salience	0.583 (0.030)	0.841	21.220**	0.710
Brand performance	0.541 (0.03)	0.830	20.941**	0.691
Brand imagery	0.511 (0.030)	0.780	19.150**	0.613
Brand judgements	0.494 (0.031)	0.754	17.311**	0.564
Brand feelings	0.405 (0.031)	0.682	15.731**	0.461
Brand resonance	0.512 (0.030)	0.741	17.701**	0.550
χ^2 = 7.012 df = 5 p = 0.220 CFI = 1.00 GFI = 0.99 AGFI = 0.98 RMSEA = 0.030

Note. **p < 0.01, b = factor loading, SE = standard error, β = standardized factor loading, R² = estimated coefficient, ρ_c = factor validity, α = Cronbach’s alpha coefficient.

Table 6. Path coefficients for the structural model.

Hypothesis	Paths	Estimate (Beta)	t-value	Results
H1: CB directly influences BE	CB -> BE	0.030	0.761	Not supported
H2: CB directly influences AV	CB -> AV	0.511	7.162**	Supported
H3: CB indirectly influences BE	CB -> AV -> BE	0.463	6.380**	Supported
H4: MS directly influences BE	MS -> BE	0.062	0.941	Not supported
H5: MS directly influences AV	MS -> AV	0.432	5.892**	Supported
H6: MS indirectly influences BE	MS -> AV -> BE	0.390	4.750**	Supported
H7: IMC directly influences BE	IMC -> BE	0.071	0.991	Not supported
H8: IMC directly influences AV	IMC -> AV	0.072	2.983**	Supported
H9: IMC indirectly influences BE	IMC -> AV -> BE	0.061	2.181*	Supported
H10: AV directly influences BE	AV -> BE	0.905	11.562**	Supported

Note. *p < .05. **p < .01.

Table 7. Analysis results of the effect of factors in structural equation modeling of the brand equity strategic model of halal food.

Predictor variables	Variable
	Added value (VA)				Brand equity (BE)
	DE		IE	TE	DE	IE	TE
Consumer behavior (CB)	0.511*		–	0.511*	–	0.463*	0.463*
Marketing strategy (MS)	0.432*		–	0.432*	–	0.390*	0.390*
Integrated marketing communication (IMC)	0.072*		–	0.072*	–	0.061*	0.061*
Added value (AV)	–		–	–	0.905*	–	0.905*
R2		0.821			0.833
$x^2$= 158.04, df = 137, p = 0.105, $x^2$/df= 1.15, CFI= 1.00, GFI= 0.98, AGFI = 0.94, RMSEA = 0.02

* p < 0.05 (t-value ≥ 1.960).

DE = Direct Effect, IE = Indirect Effect TE = Total Effect.

Data availability statement

The datasets generated or analyzed during the current study are not publicly available due to the sensitive nature of the sample group. However, they are available from the corresponding author on reasonable request.