Purpose – Branding in faith-based consumer markets, in which marketing practices, religion, and consumption intersect, is largely unexplored. The purpose of this paper is to investigate how brands integrate religious concerns into their strategies through Halal branding. The central logic of authors’ view is that branding applied in a particular consumer market (i.e., Muslim) could enrich dominant (Western) branding theory. Design/methodology/approach – Although challenging, qualitative research offers a valuable lens in international marketing research in allowing researchers to study organizations and contexts in their natural settings, enabling a more holistic approach, instead of imposing one’s culturally informed pre-conceptions (Boyacigiller and Adler, 1991). In this regard, a multiple case study approach considering Halal cosmetic brands is used. A replication logic is applied in interpreting the data. Findings – Holistic branding is a broader concept than what mainstream theory acknowledges; brand attributes go beyond the functional and emotional, offering insights into a spiritual dimension. The proposed model identifies attributes that reflect the brand’s worldview and contribute to holistic branding: spiritual ethos and belief system, sustainable and eco-ethical philosophy, wholesomeness and inclusiveness. Research limitations/implications – This exploratory research represents the initial step for faith-based/Halal branding; the discussion is confined to the cases under study. The results are not conclusive and require further empirical research to validate their broader applicability. Practical implications – The study highlights the need for a comprehensive approach to branding of faith-based products. The Halal market (cosmetics and toiletries) may be attractive to companies that seek to widely develop products targeting faith-based Muslim consumer markets. Originality/value – The study contributes to an area of growing concern from an academic point of view (i.e. Halal branding) by proposing to add a spiritual dimension to holistic branding. Several questions remain and should stimulate further research. Hence, researchers would be able to understand more clearly the meaning of the religious environment and the impact that environmental forces are likely to exert on business decisions.

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Purpose This study aims to investigate how residents’ perceptions of the image of their place of living influence their level of commitment toward it. The mediating role of human place bonds (place attachment and place identity) and the moderating effect of the socio-demographic characteristics of the host community in this relationship is specifically examined. Design/methodology/approach The theoretical direct–indirect–moderation relationships are examined using structural equation modeling and moderated-mediation or condition process analysis (Hayes and Preacher, 2013). Data were collected from 472 residents living in Belgrade (Serbia). Findings The findings support the contention that place attachment and place identity mediate the relationship between place image and commitment. The study further shows that the conditional indirect relationship of place image with commitment through place attachment and place identity is significant for age. Age and place of birth are found to moderate the relationship between place image and place attachment. Research limitations/implications A stimulating avenue for future research is to explore the effect of culture (individualist, short-term oriented and low on power distance vs collectivist, long-term oriented and high on power distance cultures) on model’s relationships as well as on commitment specifically. Practical implications To enhance their residents’ commitment, place marketers should focus on two levels of action. The first lever is to assess how residents perceive the image of the place where they live as it can serve as a strategic outline to explore their level of support and address the possible negative feelings they may have toward any development project. The second level of action is developing bottom up strategies that are likely to enhance residents’ commitment which aims at transforming residents into active place ambassadors and actors of the public life of the city. Originality/value To the best of authors’ knowledge, this study is one of the first in the place branding research domain to examine the role of human place bonds in the relationship between place image and commitment using mediation, moderation, and moderated-mediation analyses. Moreover, place branding literature is underdeveloped regarding the current issues most post-communist countries face.