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Multi-national corporations (MNC) are investing in Malaysia to serve Malay Muslims by carrying the tag line “we are Islamic” for their products. Academicians defined it, as “Islamic brand/s”. Islamic brand/s further divided into three subcategories, namely, Islamic brand/s by compliance, Islamic brand/s by the customer and Islamic brand/s by country of origin. This study aims to identify the important aspect of the Islamic brand/s among the Malaysian Muslims, and it identifies, which Islamic brand aspect motivate Malay consumers to buy Islamic brands.

The conceptual model takes on in the current study was the theory of planned behaviour (TPB). The data was collected from three states of Malaysia (Penang, Kuala Lumpur and Johor Baharu) from 236 Malaysian Muslims through a structured survey instrument. Smart-partial least squares 3 statistical software was used for analyses.

Among Malaysian Muslims, the most important attitude is the Islamic brand/s by origin (country of origin) followed by the Islamic brand/s by the customer and Islamic brand/s by compliance.

The study was conducted in three states of Malaysia, and the results are based on three attitudes of Islamic brands as independent variables and buying behavioural intentions (BI) construct of TPB.

Current study valuable for local businesses, MNCs, other Islamic and halal institutes. This study put light and give awareness of the positioning of the Islamic brand/s. Plus the intentions of users in selecting Islamic brand/s.

This research pursues to clarify consumers’ buying BIs in buying Islamic brand/s in Malaysia.

In southeast Asia, international companies are growing to serve customers with multiple faiths. This study aims to focus on Thailand and it is one of Southeast Asia’s nations and it has Muslim minority customers. To represent Thai Muslim companies, Thai Muslims are marketing their goods by bearing the tagline “we are Islamic”. Scholars described it as “Islamic brands”. This research describes the significant feature of Islamic brands between Thai Muslim people. It examines, which of the Islamic brand dimensions motivates Thai customers towards buying Islamic brands.

The current study’s conceptual model was the theory of planned behaviour (TPB) and 281 Thai Muslims responded via a standardised survey. The data was collected from four southern Thailand provinces (Narathiwat, Pattani, Satun and Yala) and the statistical application Smart-partial least-squares 3 was used for data analysis.

The most significant factor motivating Thai Muslims towards purchasing Islamic brands is the customer’s Islamic brand. The second factor was the Islamic brands by compliance and Islamic brands by country of origin.

Three regions in Thailand have been researched, as well as the results concentrate only on three Islamic brand attitudes as independent variables and the development of behavioural expectations of TPB. This research also presents a model that could help understand the consumer perceptions about Islamic brands and established brands amongst various consumers.

The present research applies to small companies and multi-national businesses, as it illuminates and recognises the image of Islamic brands and suggests the preferences of customers in selecting the brand of Islamic brand.

The current study aims to explain Thai Muslim customers’ buying behavioural intentions while purchasing Islamic brands in Thailand.

The religious-based brands are increasing daily, and different organizations target religious consumers. However, a scarcity of research in developing nations makes it difficult to determine how customers evaluate religious brands. This study aims to develop a model based on Ajzen’s (1985) theory of planned behaviour (TPB). It incorporates the three mediating factors of religious brand attitude, subjective norms and perceived behavioural control.

A total of 499 (232 Malay and 267 Thai Muslim) respondents were surveyed systematically by adopting the purposive non-probability sampling technique. Empirically three studies with the extended model were tested in a cross-cultural context.

The results illustrate that the religious brand attitude affects the buying behavioural intentions of Muslims. The analysis found the significant role of Islamic brand attitude and mediating variables. Islamic brand by the customer is the second most significant component after Islamic brand by country of origin. The research provides a theoretical model for the research foundation and a model to analyse religious brands in diverse backgrounds.

Only three different religious brand views were considered independent factors in this study, together with the development of TPB behavioural expectations. The research looked at three different regions in Malaysia as well as Thailand. The research also provides a model that can be used to analyse how various customers view well-known companies and religious brands.

Researchers, teachers and practitioners in the domains of advertising, marketing communications, consumer behaviour and sociology will find this study useful.

The authors develop a novel dual religiosity conceptual model to delineate the sequential nature of religious opinion formation, behaviour and consumption of religious brands. In addition, the authors provide an example using the PLS model analysis as a supporting example.

This study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role.

The model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis.

The findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages.

This work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it.

These results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands.

The research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

The demand for halal products is growing and attracting the attention of producers. In recent years, the importance of halal logo and popularity of halal products has increased. The purpose of this paper was to identify the behavioral intentions among people of different religion in respect of purchasing products bearing halal logo (halal logo products) at convenience stores in Hatyai. 7-Eleven store chain was targeted to collect data in this research because it serves people of different religions.

The conceptual model adopted for this research work was the theory of reasoned action (TRA). The response of consumers was collected through a structured survey, using the convenience sampling technique. A total of 215 respondents submitted their responses, consisting of 92.8 per cent local respondents and 8.2 per cent international respondents. The purposive sample technique was used to select the locations for collecting data, who was purchasing items from 7-Eleven stores and lives in Hatyai.

The findings indicate that Muslims strictly follow the halal logo and their attitude is positive in selecting halal logo products. The influence of their subjective norms is stronger because of their families and culture, as they are Muslim which influence their intentions. For non-Muslims, there is no obligation requiring them to select halal logo products, but even so, around 80 per cent of non-Muslims showed a positive attitude toward the halal logo, 54 per cent showed were interest and indicated that they may select products with halal logo in future.

This study was conducted in Hatyai and the results were based on three independent variables, namely, attitude, subjective norms and intention, with religion as the demographic variable. The findings offer an insight into the importance of the halal logo for different religions at convenience stores in Hatyai.

This study is initially beneficial for 7-Eleven stores, other convenience stores, businesses and halal institutes. It offers an insight into the importance of the halal logo and the motives of consumers in choosing halal logo products.

This paper seeks to explicate consumers’ intentions to buy halal logo products in convenience stores.

Thailand's Halal-friendly destination attributes are the focus of this study. The purpose of this study is to investigate the impact of Halal-friendly attributes on tourists’ intentions to visit non-Muslim destinations. Also, this study analyzes the impact of Muslim tourists’ attitudes on Halal-friendly characteristics and their intentions to visit countries that are not predominantly Muslim.

To accomplish objectives, a survey was used to gather the data by using a convenient non-probability sampling approach from Muslim-majority countries Malaysia, Indonesia and Brunei. A proposed structural equation model was used to assess the influence of the variables above on the outcomes.

This study found that the factors of Halal-friendly facilities and Halal-friendly service positively influence the visiting intentions of Indonesian, Malaysian and Brunei Muslim tourists. In contrast, the social environment, food/beverages and local and staff attributes do not influence visit intentions. The tourist attitude mediates the relationship between the intention to visit and three dimensions of Halal-friendly attributes (social environment; food/beverage; and locals and staff).

This study did not investigate different kinds of dimensions for Muslim tourists visiting Thailand, such as preferences regarding personnel and families, cultural and artistic characteristics and the attributes of events and festivals. These dimensions cover a wide range of Halal-friendly tourism aspects. Second, this research did not investigate the associations between the demographics of Muslim tourists (age, gender, education level and income level) and the model variables. Such an investigation could have helped business developers and marketers in Thailand develop an efficient strategy for target marketing. The results of this research provide fundamental guidance and information for tourist enterprises in non-Muslim nations on how to enhance Muslim travellers’ images and intentions. However, because of the influence of other variables, locations in various areas of Asia, Africa and Europe may exhibit somewhat different effective qualities (e.g. environment, culture, history, etc.).

This study sheds light on the factors contributing to visitor satisfaction in the context of a desire to go to a Halal-friendly site. This insight from this study can be adapted and applied by tourism managers and marketing executives to build or develop the Halal-friendly destination image of a tourist destination (Phuket) in the right dimensions. It is a possibility that the image of a tourist attraction has a tight relationship with travelers’ perceived value, contentment and loyalty (Hsu et al., 2008; Khunrattanaporn, 2013; Pike, 2008). Battour et al. (2022) found that Muslims’ behavioural intentions are affected by the Halal attributes of the destination. It indicates that Halal attributes are very important for Muslim tourists when selecting a destination. To attract Muslim tourists, this study can be used for strategies and planning.

This study sheds fresh light on the concept of Halal tourism. It examines the perspective of Muslim tourists using Halal goods or services in anticipation of a future trip to a non-Muslim location (Phuket). This study is crucial for destination tourism operators, managers and marketers who lead Muslim tourists to non-Muslim destinations.

This study aims to examine how halal-friendly attributes at non-Islamic destinations affect the tourist attitude and visiting intentions of Muslim tourists of different genders from ASEAN countries.

The study used a structured survey with a non-probability, convenience sampling approach, targeting residents of Indonesia, Malaysia and Brunei. To assess the impact of halal-friendly attributes on destination image, tourist attitude and visiting intentions, a structural equation model was applied, analyzing the data across different genders.

The results indicate that the social environment exerts a positive influence on tourist attitudes for both males and females. In contrast, facilities have a negative impact on visiting intentions in both groups, with a more pronounced effect among males. While food and beverages positively influence the attitudes of female tourists, this effect is not observed in male tourists. Local factors and staff interactions show a strong positive impact on visiting intentions for males but only a marginal effect for females. The quality of service significantly boosts visiting intentions in both genders. Interestingly, tourist attitudes appear to have a negative effect on visiting intentions, with this trend being more evident in the female sample.

The study is limited by its use of convenience sampling and self-reported data, which may not represent broader Indonesian perspectives and could introduce biases. Its focus on Indonesian perceptions and unexpected findings regarding tourist attitudes limit its generalizability and suggest unexplored factors affecting travel intentions.

This study offers new insights into how gender differences among Muslim tourists shape their intentions toward visiting non-Islamic destinations, emphasizing the role of halal-friendly attributes. These findings equip tourism operators and marketers with essential knowledge for developing inclusive, culturally sensitive practices, enhancing the travel experience for this significant segment of the global tourism market.