A Comprehensive Framework for Halal-Endorsed Advertising Processing

Articles in Press

Document Type : Research Paper

Author

Assistant professor of Faculty of Industrial Engineering, K. N. Toosi University of Technology, PhD in Marketing, faculty of Management-University of Tehran (Iran)

Abstract

Purpose – This study examines the significance and effectiveness of halal-endorsed advertisements within the Muslim market and addresses the lack of a comprehensive model for assessing their impact. Specifically, it aims to develop and validate a model focused on key factors such as endorser-audience congruency, familiarity, trustworthiness, and likability to understand their influence on consumer attitudes and purchase intentions.

Design/methodology/approach – A survey-based quantitative approach was used to collect data from a sample of Iranian students. The model was tested and validated using structural equation modeling (SEM) within the context of the halal fashion industry to assess the effectiveness of these advertisements.

Findings – The study confirms the role of congruency, familiarity, trustworthiness, and likability as crucial factors in halal endorsements, significantly impacting Muslim consumers' attitudes and intentions. The model reveals that well-aligned endorsers enhance ad effectiveness, particularly collectible when values and cultural expectations resonate with the audience.

Originality/value – This study is a pioneering effort in the halal market, providing a validated model tailored to halal-endorsed advertising. It fills a theoretical gap in Islamic marketing literature and offers practical insights for marketers seeking to engage the expanding Muslim consumer base with culturally aligned and effective endorsements.

Keywords

Main Subjects

Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 26 October 2025

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