ABSTRACT
This chapter examines religious beliefs as a new antecedent to brand love, and proposes a new construct, that of Islamic brand love. In addition, this chapter investigates some phycological antecedents to brand love such as cultural identity, religiosity or strongly held values. This chapter aims to address the following objectives: (i) to explore the relationship between religious beliefs and brand love; (ii) to offer a better understanding of Muslim consumer behaviour towards branding; (iii) to explore how Sharia sources affect Muslim consumers regarding brand love; (iv) to propose Islamic brand love as a new construct; (v) to offer a new scale for brand love based on religious beliefs.
