Effect of brand equity on halal e-tailers brand loyalty: mediating role of brand association and moderating role of consumer experience

Purpose This study aims to investigate how halal e-tail brand association mediates the relationship between shopping convenience, brand awareness, perceived quality and consumer loyalty in halal online retailing. It further examines whether customer experience moderates the influence of brand association on attitudinal and behavioral loyalty. Design/methodology/approach A quantitative cross-sectional survey was conducted among consumers with prior experience purchasing from halal-certified online retailers. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed mediation and moderation effects. Findings Shopping convenience significantly enhances brand awareness and perceived quality, both of which contribute to halal e-tail brand association. Brand association strengthens attitudinal loyalty, which subsequently drives behavioral loyalty. However, the direct effect of brand association on behavioral loyalty is not supported. Customer experience negatively moderates the relationship between brand association and attitudinal loyalty, indicating a substitution dynamic whereby strong experiential quality reduces reliance on associative cues in forming emotional commitment. Practical implications Halal e-tailers should prioritize operational convenience and perceived quality to strengthen brand associations and emotional loyalty. Consistent customer experience management is essential, as experiential quality can alter the relative importance of branding efforts in digital halal markets. Originality/value Rather than extending existing theories, this study refines the application of Brand Equity Theory, Signaling Theory and Customer Experience Theory within halal e-commerce. It clarifies how associative and experiential mechanisms interact to shape loyalty formation in digitally mediated religious markets.