Preprint Article Version 2 Preserved in Portico This version is not peer-reviewed

Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses

Version 1 : Received: 24 April 2022 / Approved: 26 April 2022 / Online: 26 April 2022 (10:51:14 CEST)
Version 2 : Received: 27 April 2022 / Approved: 27 April 2022 / Online: 27 April 2022 (08:13:31 CEST)

How to cite: Razak, M.N.F.; Bidin, R.; Mohamad, B.; Osman, M.N.; Abu Bakar, M.S.; Tham, J.S.; Atan, R.; Handayati, P. Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses. Preprints 2022, 2022040238 (doi: 10.20944/preprints202204.0238.v2). Razak, M.N.F.; Bidin, R.; Mohamad, B.; Osman, M.N.; Abu Bakar, M.S.; Tham, J.S.; Atan, R.; Handayati, P. Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses. Preprints 2022, 2022040238 (doi: 10.20944/preprints202204.0238.v2).

Abstract

Corporate identity has played a vital role in the Halal industry to create a strong foundation for its reputation in the long run. This paper used two modeling analyses for two different data. The first analysis aims to predict the relationship between Corporate Identity Management between Internal Brand and Employee Brand Support (consequence) mediated by CIM using partial-least squares-structural equation modeling (PLS-SEM). A total of 206 employees from Malaysia’s Halal food SMEs took part in the survey. The second analysis to identify topic proportions patterns using the topic modeling approach on Halal brand identity Machine learning approach of knowledge mining was applied for this analysis. Metadata of 1,091 articles were mined from the Scopus database on Halal studies across all social sciences fields. The result revealed that there was a partial relationship between Internal Brand (antecedent) and Employee Brand Support (consequence) mediated by CIM. This finding was supported by the identified topic proportions patterns from the topic modeling approach that pointed out a weak topic proportion on the Halal brand identity discussion globally, interestingly the result also found that the Halal brand identity discussion involving the Halal food industry is almost non-existed in Malaysia’s Halal food SMEs. The contributions of this paper were apparent in three major areas which are methodology, theoretical and future suggestions. The utilization of two different model analyses was able to confirm the consistency of the major findings with the literature review which opens up more possibilities for future researchers.

Keywords

Brand Identity; Corporate Identity Management; Food SMEs; Halal; Machine Learning; Structural Equation Modeling; Structural Topic Modelin

Subject

SOCIAL SCIENCES, Marketing

Comments (1)

Comment 1
Received: 27 April 2022
Commenter: Muhammad Nur Fitri Razak
Commenter's Conflict of Interests: Author
Comment: Additional references for cited scholars.
+ Respond to this comment

We encourage comments and feedback from a broad range of readers. See criteria for comments and our diversity statement.

Leave a public comment
Send a private comment to the author(s)
Views 0
Downloads 0
Comments 1
Metrics 0


×
Alerts
Notify me about updates to this article or when a peer-reviewed version is published.
We use cookies on our website to ensure you get the best experience.
Read more about our cookies here.