Producers are investing to produce halal products. The halal product demand and importance has increased in recent years. The focus of the research, identifying behavioral intentions of different genders of different religions in respect of purchasing products bearing the halal logo at convenience stores in Hatyai. For collecting data 7-Eleven store chain was targeted. Theory of reasoned action (TRA) model was utilized as a conceptual model. Response collected through a structured survey instrument, using the convenience sampling technique. Total of 215 respondents submitted a response, among them 92.8% local and 8.2% international respondents. A purposive sampling technique used in the underlying study to select the location for data collection. Data was collected from the local residents, who are living in Hatyai city and purchase items at 7-Eleven stores. The findings indicate for the Muslims halal logo is important. Gender wise 93 % Muslim male’s and 93.7 % Muslim females have a positive attitude towards the halal logo products, as compare to Muslims 76.09 % non-Muslim males and 73.55 % non-Muslim females have a positive attitude towards halal logo products. The influence of subjective norms is stronger in different aspects on different genders of different religions due to their families and their cultures, findings indicate 87.5 % Muslim males and 94.25% Muslim females were influenced by their subjective norms. On the other side, 63.04 % non-Muslim males and 73.48 % of females were influenced by their subjective norms. Intentions of 87.50 % Muslim males and 88.51 % Muslim females were found positive, as compared to Muslims 37.68 % non-Muslim males and 41.22 % non-Muslim female’s intentions were found positive. Overall results indicate the halal logo among different genders of different religions is more important among females as compared to males.

Purpose Multi-national corporations (MNC) are investing in Malaysia to serve Malay Muslims by carrying the tag line “we are Islamic” for their products. Academicians defined it, as “Islamic brand/s”. Islamic brand/s further divided into three subcategories, namely, Islamic brand/s by compliance, Islamic brand/s by the customer and Islamic brand/s by country of origin. This study aims to identify the important aspect of the Islamic brand/s among the Malaysian Muslims, and it identifies, which Islamic brand aspect motivate Malay consumers to buy Islamic brands. Design/methodology/approach The conceptual model takes on in the current study was the theory of planned behaviour (TPB). The data was collected from three states of Malaysia (Penang, Kuala Lumpur and Johor Baharu) from 236 Malaysian Muslims through a structured survey instrument. Smart-partial least squares 3 statistical software was used for analyses. Findings Among Malaysian Muslims, the most important attitude is the Islamic brand/s by origin (country of origin) followed by the Islamic brand/s by the customer and Islamic brand/s by compliance. Research limitations/implications The study was conducted in three states of Malaysia, and the results are based on three attitudes of Islamic brands as independent variables and buying behavioural intentions (BI) construct of TPB. Practical implications Current study valuable for local businesses, MNCs, other Islamic and halal institutes. This study put light and give awareness of the positioning of the Islamic brand/s. Plus the intentions of users in selecting Islamic brand/s. Originality/value This research pursues to clarify consumers’ buying BIs in buying Islamic brand/s in Malaysia.

Purpose In southeast Asia, international companies are growing to serve customers with multiple faiths. This study aims to focus on Thailand and it is one of Southeast Asia’s nations and it has Muslim minority customers. To represent Thai Muslim companies, Thai Muslims are marketing their goods by bearing the tagline “we are Islamic”. Scholars described it as “Islamic brands”. This research describes the significant feature of Islamic brands between Thai Muslim people. It examines, which of the Islamic brand dimensions motivates Thai customers towards buying Islamic brands. Design/methodology/approach The current study’s conceptual model was the theory of planned behaviour (TPB) and 281 Thai Muslims responded via a standardised survey. The data was collected from four southern Thailand provinces (Narathiwat, Pattani, Satun and Yala) and the statistical application Smart-partial least-squares 3 was used for data analysis. Findings The most significant factor motivating Thai Muslims towards purchasing Islamic brands is the customer’s Islamic brand. The second factor was the Islamic brands by compliance and Islamic brands by country of origin. Research limitations/implications Three regions in Thailand have been researched, as well as the results concentrate only on three Islamic brand attitudes as independent variables and the development of behavioural expectations of TPB. This research also presents a model that could help understand the consumer perceptions about Islamic brands and established brands amongst various consumers. Practical implications The present research applies to small companies and multi-national businesses, as it illuminates and recognises the image of Islamic brands and suggests the preferences of customers in selecting the brand of Islamic brand. Originality/value The current study aims to explain Thai Muslim customers’ buying behavioural intentions while purchasing Islamic brands in Thailand.

Purpose This study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role. Design/methodology/approach The model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis. Findings The findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages. Research limitations/implications This work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it. Practical implications These results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands. Originality/value The research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

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