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

• DOI: 10.20944/preprints202204.0238.v4
• Publication Date: 2023-11-17T05:33:58Z
• Authors: Muhammad Nur Fitr...; Rosmiza Bidin; Bahtiar Mohamad; Mohd Nizam Osman; Jen Sern Tham; Rodziah Atan; Kavitha Balakrishnan
• Keywords: Brand identity

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