Religious sensitivity issues on brand resonance: a conceptual study of fast food industry in Malaysia / Rozita Naina Mohamed and Norzaidi Mohd Daud

Evidently, fast food industry has experienced the fastest growth and has been contributing economically to the nation. Since the competition is getting stiff, the industry has to precisely understand the consumers’ sensitivity issues and consumption experience. The lack of awareness on the customers’ sensitivity, has let products down. The impact of religious sensitivity on brand resonance is still elusive, this study conceptualized the perception of customers religious sensitivity (boycott issues, halal credence and inadequate nutritional ingredients) influence brand resonance. It will provide insights into the practical implications that could influence successful implementation of branding models specifically for the local and international Muslims/Western fast food industry. Indeed, it could also unveil the opportunity for the businesses to undergo an operation-check in order to reformulate their branding strategies. In academic perspectives, it would add to the literature and allow better understanding of the pre-requisites necessary of Islamic marketing and branding to increase its revenues and earnings in today’s competitive environment.