PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

Nowadays, majority of Muslim customers demand halal products due to increasing awareness. There is also a high demand for halal products from non-Muslim countries. Due to these reasons, manufacturers need to understand Islamic branding in order to penetrate Muslim market. However, there is lack of study about Islamic branding from the non-Muslim perspective and the emergence of unethical issues on Islamic branding involving non-Muslim producers. Therefore, this research was conducted among non-Muslim customers to ascertain the relationship between customer perception and customer loyalty towards customers' purchase intention. A set of questionnaires was administered to 201 non-Muslim employees of multiple international companies in Malaysia. Data was obtained through structured questionnaires. It was divided into three sections with statements measuring customer perception, customer loyalty and purchase intention. Results indicate that customer perceptions have a significant relationship with purchase intention of Islamic branding. This research concludes with several suggestions for marketing strategies which focus on Islamic branding.