Investigating the Effect of Halal Brand Personality in the Packaging of Food Products on Attitudinal and Behavioral Loyalty of Consumers

The halal world market is considered as a very profitable market for halal suppliers worldwide. One of the customer's preferences in choosing a product is the brand credibility, hence it is worthwhile for Iranian companies to invest in the Halal brand because of the country’s Islamic administrations and the dominant belief in the use of Halal brand products. In this research, we have tried to investigate the effect of an important dimension of the brand which is personality, on the attitudinal and behavioral loyalty of customers. The purpose of this study is to describe the level of control of variables in descriptive terms. The statistical population of this study comprises all consumers of the Halal brand products. To answer the research hypotheses, structural equation modeling has been used. The majority of Iranians are Muslims and care about the halal and haram issue especially in nutrition, therefore they are more sympathetic and more loyal to brands like the Halal brand, which are in line with their religious character. The results also show that features such as excitement, perfection and security are the most promising characters of a halal brand for consumers, leading to loyalty in attitude and consequently the behavioral loyalty.