While brand image has mostly been conceptualized as a cognitive scale, more research is needed to understand if the affective and sensory dimensions play a unique role in halal brand image

Which brand image dimensions (i.e. cognitive, affective, sensory) impact brand image the most in the context of halal industries?

How can brand image be better conceptualized and co-created with stakeholders to fit the context of halal markets and the Islamic tradition?

Given the Islamic tradition’s emphasis on care in the use of illustrations, how can brand image be effectively actualized for different halal industries and markets?

As international halal brands may need to appeal to both Muslim and non-Muslim consumers, more research is required to understand the factors associated with a favorable halal brand image as well as its consequences on public perceptions in non-Muslim countries

How does halal brand image change in the context of transnational consumers?

How can halal brand image be shaped in new digital environments catered to halal markets such as the metaverse (Noor et al., 2024)?

There is much potential for halal brands to appeal to a wide range of consumers in halal cosmetics, modest fashion and halal pharma. Accordingly, more research is required on halal brand image in these industries

Halal media and recreation will continue to grow and remain relevant, particularly with the rising younger generation of consumers. Understanding the phenomenon of halal brand image in this key service-dominant industry is critical to encourage the sustainable growth of this sector in the halal ecosystem

How does the concept of halal brand image manifest itself in the context of the emerging halal luxury market (Zainol et al., 2024)?

There is significant strategic value in understanding the unique drivers that can shape halal brand image. For researchers, understanding the applicability of antecedents across halal industries will fill an existing gap in the literature. Accordingly, more research on the unique antecedents of halal brand image is required

How can faith-related antecedents of halal brand image be effectively relevant to non-Muslim consumers?

There is a considerable lack of research on the moderators of halal brand image. More research is required to understand the unique factors that can affect the relationships between halal brand image and its antecedents/outcomes across different halal markets

What are the underlying tensions between halal brand image and purchasing intention, particularly in the halal food industry? How can these tensions be effectively mediated?

How can halal brand image promote more holistic outcomes including sustainability and customer well-being?

A nuanced understanding of how different stimuli can affect halal brand image is key to understanding this research area. Accordingly, more experimental designs are encouraged to advance research on halal brand image

A clearer understanding of halal brand image can be developed with more mixed-methods studies using both quantitative and qualitative research methods that illuminate unexplored research contexts or explain new phenomena resulting from the development of halal brand image

Scale development studies may be encouraged to develop novel halal brand image scales