Keywords: Self-expressive value
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Journal Articles

Is halal universal? The impact of self-expressive value on halal brand personality, brand tribalism, and loyalty: case of Islamic hospitals

Hendy Mustiko Aji, Istyakara Muslichah
Journal: Journal of Islamic Marketing
Journal of Islamic Marketing (2023) 14 (4): 1146–1165.
https://doi.org/10.1108/JIMA-10-2021-0327
Published: 24 February 2022
... Muslim and non-Muslim visitors. Findings Self-expressive value was significantly affected by halal brand personality. Self-expressive value was a direct antecedent of brand tribalism, which affects brand loyalty. Brand tribalism positively affected brand loyalty. No differences between Muslim and non...
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