Abstract: Through the lens of social exchange theory and the theory of reasoned action, this study examines the influence of halal marketing and halal certification on the attitude of Muslim fast-food customers. The study further explores the influence of attitude on the behavioural intentions of these consumers in an emerging African market environment. Data was collected from 306 Muslim fast-food customers using self-administered questionnaires. The study found that the attitude of Muslim ...
The University of Johannesburg (UJ) is a public university located in Johannesburg, South Africa. The University of Johannesburg came into existence on 1 January 2005 as the result of a merger between the Rand Afrikaans University (RAU), the Technikon Witwatersrand (TWR) and the Soweto and East Rand campuses of Vista University.
