... structural equation modelling–partial least squares. Findings The results reveal that institutional image, consumer trust and endorsement effectiveness each exert a significant positive influence on consumer decision-making. Among these, consumer trust emerged as the strongest determinant. The findings...

... significant attention to halal labels, associating them with ethical credibility, quality assurance and religious adherence (Ali et al., 2017). Halal brand Frugality Consumer decision-making George Kelly’s repertory grid Halal food products Quality Health Sustainability Islamic marketing...