Exploring the Antecedents of Manufactured Halal Food Products Loyalty in Malaysia

Abstract

Loyalty has been the prominent issue in any businesses. Thus, researches that focus on the topic is never depleted. With competition becoming more intense in the marketplace, it is pertinent to explore the factors affecting loyalty especially with the advent of Halal category of manufactured products. With this purpose in mind, this paper attempts to review literature on the Halal and loyalty per se, and identify gaps for further empirical study. As a result of the literature review, a model is proposed as to guide the future research undertaking.