Branding is an important process that can determine the marketability of the products or services as well as the profitability of the organizations involved especially when becoming a global Halal hub has been the main agenda of our country. The objectives of the research are to identify the fallacies in the current branding concept adopted by Muslim's SMI based on the fallacies listed by Jack Trout, to measure the effectiveness of the current branding concept, and also to propose a suitable branding concept for Muslims' SMIs in the food sector. A survey was conducted on selected samples from the industries in Johor and Selangor. This was further enhanced through interviews with relevant trade organizations. Descriptive analysis was done through a frequency analysis that highlights level of awareness and perceptions among the respondents. Finally, cross tabulation analysis further investigates the relationship between selected variables such as sales turnover, paid-up capital, marketing expenditure, and capital orientation and level of awareness and perception. One of the significant findings is that it was identified that the fallacies among SMIs in the industry are minimal and it would be an added advantage if the SMIs acknowledge its significance and try to avoid falling into the category. This can be done through continuous improvement in learning and training. Another significant finding is that, based on amount of the paid-up capital and their ability to generate revenue, their current branding concept is sufficient for the time being. If they wanted to become global players and have the ability to generate substantial revenue, changes in branding concept have to be proportionate to changes in those factors. Through the analysis, it is advisable that for the time being due to their limited paid-up capital,the Muslim SMIs should focus on the Multiproduct branding strategy.

At a time when the world economy is uncertain, people need to be financially prepared to ensure stability. However, many people are prone to financial vulnerability because of their attitude and behaviour, apart from their environment. Some people have excessive online shopping lifestyles, poor spending habits, and a lack of self-control, leading them into a major debt trap and other financial obstacles that increase their financial vulnerability. This study aims to examine the impact of the abovementioned factors on the financial vulnerability of Malaysians. The online survey targeted Malaysian consumers and received 2241 responses. The data were analysed by Partial Least Square-Structural Equation Modelling (PLS-SEM) using Smart PLS software. The results show that compulsive online shopping behaviour has a negative impact on financial vulnerability, while spending behaviour and locus of control have a positive effect. The findings of this study hold significance for both academics and practitioners alike. Theoretically, this study adds to the limited knowledge base in financial health and promotes a better understanding of the behavioural and psychological factors that influence individuals' financial vulnerability. Practically, this study highlights the importance of collaboration between the government and relevant agencies in developing comprehensive strategies to improve the financial stability and well-being of Malaysians to achieve the country's goal of becoming a highincome country with a high standard of living.

The financial industry has been impacted by the increased use and reliance on digital technologies, which has resulted in the digitalization of financial products, services, and providers. This transformation highlights the importance of individuals' digital financial literacy (DFL). Accordingly, this study determines the prevalence of DFL among young adults in Malaysia. An online questionnaire was designed using Google Forms and a Uniform Resource Locator (URL) link was used to distribute the survey on several social media platforms. Respondents were selected using a convenience sampling and 229 responded to the survey. The survey sought to measure DFL in four dimensions: knowledge of digital financial products and services, awareness of digital financial risks, knowledge of digital financial risk control, and knowledge of consumer rights and redress procedures. The results show that Malaysian young adults score medium-high to high on all four dimensions of DFL and have a good understanding of DFL. This study is important for both academics and practitioners. It contributes to the limited knowledge in DFL, which is a new concept with little empirical evidence, and thus serves as a catalyst for future DFL research. As the world progresses towards digitalization, having DFL is essential. This study supports the government, educational institutions, and policy makers in developing financial literacy programmes and policies related to DFL towards improving the well-being of Malaysians and the national vision of shared prosperity to become a high-income nation by 2030.

Higher education today has expanded and become more complex, where numerous degrees, training programs, and fields of study are offered. Additionally, the dynamic labour market has transformed remarkably, resulting in intense employment among graduates. The notion of graduate employability is becoming an increasingly important global issue. Employers now look for individual factors such as attitude, behaviours, and skills. Therefore, universities have gradually moved their focus on enhancing graduate employability. This paper examines how far the graduate employability program has achieved its target. The program involved 93 graduates of 2021 and 2022 from various local public universities taking the SCLE Modules 6 and 7 professional exams. The participants were required to attend a course and take an examination in this program. Sitting the Module 6 and 7 exams will enable the participants to get the professional license as Capital Market Service Representative License (CMSRL) through capital market participating organizations. The program started in June 2022 with four days of lectures from the industry, followed by six days of tutorial sessions, and finally sitting the exams in August 2022. Collaboration between university and industry can achieve the mission of bridging the academics ivory tower and industry labour market with the required skills.

This study investigated undergraduate students’ entrepreneurial intentions using the Entrepreneurial Intention Model (EIM). The model was adapted from the Theory of Planned Behaviour (TPB). Three variables, namely professional attraction, social valuation, and entrepreneurial capacity were included in the study of entrepreneurial intention based on the EIM. This study applied a modified version of the Entrepreneurial Intention Question (EIQ) by Liñán and Chen. A convenience sample was drawn and a total of 136 students from Higher Education Institutions (HEIs) in Malaysia participated in the study. The questionnaire was distributed using Google forms through various social media applications such as WhatsApp, Twitter, and Facebook. The collected data was analysed using multiple linear regression analysis. Three hypotheses were generated in this study and the results showed that all three hypotheses were supported. Professional attraction, social valuation, and entrepreneurial capacity had an influence on university students' entrepreneurial intention. The results of this study showed that the students have a strong desire to become entrepreneurs and that they are interested in pursuing entrepreneurship as a career path in the future. Their social circles were also important to them, despite the fact that they were aware that entrepreneurship was not a high priority in their social circles. Apart from that, they are aware of the necessary skills, attitudes, and abilities to become entrepreneurs. This study is useful for higher learning institutions and governmental and non-governmental agencies to further enhance entrepreneurship development programs at the university level, particularly during the post-COVID-19 pandemic period.

Chocolate, a timeless household staple, remains a popular guilty pleasure enjoyed by people of all cultures and ages, enduring both good and bad times, and remains a timeless and appealing choice. While everyone loves chocolate, Muslims are only allowed to consume Halal chocolate due to religious obligations. Halal chocolate is becoming increasingly popular as consumers develop a greater awareness of Halal foods and the benefits associated with them. Using the Theory of Planned Behaviour (TPB), this study examines the intention to purchase Halal chocolate among Muslim young adults in Malaysia. A total of 204 Muslims aged 18 to 34 participated in an online survey distributed through various social media platforms using Google Forms. Multiple regression analysis was performed to analyse the data. The results show that attitude, subjective norms, and perceived behavioural control significantly influence the intention to purchase Halal chocolate among Muslim young adults in Malaysia. Theoretically, this study adds to the limited existing literature on Muslim consumers' Halal chocolate purchasing intentions and the robustness of the TPB in explaining purchase intention. Practically, this study assists the Halal chocolate producers, manufacturers, importers, and exporters to engage with their Muslim consumers to promote the consumption of Halal chocolate in the country.

The commercialisation of the Internet in 1991 ushered in the era of e-commerce, in which online shopping plays an increasingly important role. Despite this, Malaysian online shopping has grown slowly, with the COVID-19 pandemic being the catalyst. Since then, Malaysians have become increasingly reliant on the internet and the proliferation of smarter, more powerful devices to shop for goods and services. As online shopping becomes more popular and has become the norm, the question arises as to what factors influence Malaysians' online shopping intentions and behaviour. The objective of the proposed study is to investigate the online shopping intentions and behaviour of young Muslim consumers in Malaysia. By using the Theory of Reasoned Action (TRA) as the underlying theory, this study will extend the variables to include new variables such as trustworthiness, security and safety, loyalty, and marketing information that influence online shopping intentions. In addition, consumer intentions that influence behaviour will also be investigated. This study is expected to contribute to theory while highlighting practical implications for academics and practitioners in the fields of marketing, consumer behaviour, and online shopping.

Halal chocolate is becoming more popular in Muslim countries, including Malaysia. Despite this growth, few studies have been conducted to determine the factors that influence the intention to purchase Halal chocolate. The aim of this study is to examine the relationship between attitude, subjective norms, perceived behavioral control, and Generation Z (Gen Z) Muslims' willingness to purchase Halal chocolate in Malaysia. An online survey was distributed using various social media platforms among 145 Gen Z Muslims aged 18 to 24 years. A correlation analysis was conducted to examine the relationship between the variables. The analysis indicates significant relationship between attitude, subjective norms, perceived behavioral control, and Gen Z Muslims' purchase intentions towards Halal chocolate. This study contributes to a more comprehensive theoretical understanding of Muslim consumers behavior, particularly that of Gen Z Muslims. Practical implications of this study include findings that can be used by Halal chocolate producers and manufacturers to expand their market, as well as by the government and its organizations to encourage Halal chocolate consumption in the country while increasing revenue for the Halal food industry.

Research aims: The purpose of this study is to examine factors influencing intention to purchase halal chocolate among Muslim consumers in Malaysia by extending the classical Theory of Planned Behaviour (TPB).This study specifically investigates the influence of attitude, subjective norms, perceived behavioural control, halal knowledge, habit, and religiosity on the intention to purchase halal chocolate. Design/Methodology/Approach: A total of 252 valid responses were obtained through convenience sampling and analysed using SmartPLS 4.0. Research findings: The results indicate that attitude, subjective norms, and religiosity are the factors that influence purchase intention for halal chocolate, while perceived behavioural control, halal knowledge, and habit do not. Subjective norms have the strongest influence on purchase intention for halal chocolate, followed by attitude. Theoretical contribution/Originality: The findings contribute to the growing literature on halal food and consumer behaviour. In particular, the study provides empirical evidence on the importance of attitudes, subjective norms, and religiosity in influencing purchase intentions for halal chocolate. Practitioner/Policy implications: This study could serve as a basis for halal chocolate manufacturers, retailers, exporters, and importers to better understand Malaysian Muslim customers and the factors that drive them to purchase halal chocolate. Furthermore, the government and related agencies, such as the Malaysian Cocoa Board (MCB), could devise strategies to re-establish and strengthen the country’s cocoa industry, allowing Malaysia to reclaim its position as the world’s leading cocoa producer. Research limitation/Implication: This study includes six variables that influence halal chocolate purchase intention. Future studies could include other internal and external factors influencing purchase intention, such as the role of the halal certification logo.

Purpose: Modern eating habits have changed, resulting in a brisk market for Mobile Food Delivery Apps (MFDAs). The increasing popularity of MFDAs in Malaysia raises questions about their impact on customer satisfaction, particularly in a Muslim-majority country like Malaysia. While Muslims have a sizable purchasing power, addressing and satisfying their needs can help businesses thrive in this market. This study therefore aims to examine the factors that influence Muslim consumers’ satisfaction with MFDAs in Malaysia. Design/methodology/approach: Data were collected via an online survey from a convenience sample of 176 Malaysian Muslim customers who had used MFDAs. To test the hypotheses, a multiple regression analysis was conducted. Findings: The results of the study indicate that perceived price, perceived enjoyment, and convenience are the factors that influence customer satisfaction, while application quality and service quality do not. Research limitations/implications: The study’s small sample size of 176 responses and its focus on Muslims may limit its representation of the population, as cultural differences and technology acceptance may affect other ethnicities and religions. Practical implications: This study recommends that MFDA developers, restaurateurs, and mobile payment providers better understand customer satisfaction with MFDAs through attractive pricing offers and app usability and convenience, while supporting the online food delivery industry. Originality/value: This study utilizes the European customer satisfaction framework model (ECSFM) in explaining customer satisfaction towards MFDAs among Malaysian Muslim consumers.

Money matters are integral to our lives and for university students, these are an even more pressing aspect. Thus, it is important for university students to have prudent and responsible money management as this can impact their future and personal well-being. The study is set to meet its objective which is to investigate the impact of economic, social, and psychological factors on money management among university students. This study adopted an online survey for data collection. A survey questionnaire in Google form was distributed on social media platforms including Facebook and WhatsApp to undergraduate students in Nilai, Negeri Sembilan, Malaysia. A total of 143 responses were received for further analysis. The fndings reveal that economic factors, rather than social and psychological factors, have a signi fcant infuence on students’ money management behaviour. This study could prove to be bene ficial to scholars and practitioners in developing money management curriculam and programmes, as well as promote good money management habits among university students.

The theory of human behavior change is developed from psychological studies and then applied to consumer behavior. Psychologists believe that human behavior can change through stimuli and responses based on theories developed by psychologists and behaviorists. The threat of the COVID-19 pandemic has led some countries to take drastic actions such as implementing movement control orders (MCO) to curb the spread of the pandemic and provide economic stimulus packages to restore the current economic situation. In the context of Malaysia, this study suggests that the actions taken by the government can create positive and negative responses through consumer learning theory. This study is based on operant conditioning theory and the study suggests four categories of consumer behavior after the COVID-19 pandemic. The purpose of this article is to propose a conceptual research framework related to consumer segments that exist as a result of COVID-19 and propose new types of wealth creation post-COVID-19. It is expected that the results of the study will prove that there are four segments of consumers based on reactions through behaviors that are highlighted during a pandemic. It involves the behavior of returning to the old norms, adjusting and adapting to new norms, going back to square one, and recycling the previous behaviours. Certain policies can be developed to highlight the new normative behavior among consumers to overcome the impact of COVID-19, and even to ensure that Malaysia is competitive in the face of economic recovery. Future studies need to be conducted on an ongoing basis to ensure that the proposed framework can be adapted in different contexts and industries.

Crowdfunding platforms are seen as potential solutions to facilitate disintermediated giving, where people can go directly to the public for help with their difficulties. Although disintermediation is widespread and active in the crowdfunding industry, the fiercely competitive environment, combined with concerns about personal data use and unethical conduct, has resulted in an enormous number of campaigns failing. Therefore, it is crucial to investigate factors that influence contributors’ intention to participate in the crowdfunding platform. Using a self-administered survey, this research collected data from 339 individuals with initial knowledge of crowdfunding activities. The results of hypothesis testing indicate that gamification has a direct positive impact on affective user experience and trust in the platform but insignificantly affects donation intention on a crowdfunding platform. Interestingly, the mediating role of affective user experience and trust are established. The results lead to the discussion that gamification alone not directly impact donors' intentions to contribute on crowdfunding platforms, it significantly influences intention when mediated by affective user experience and trust in the platform. The substantial contribution of the relationship between gamification and trust in the platform, emphasizing the importance of user experience as a key precursor to positive behavioural intentions in online and gamified environments

This study delves into the factors influencing financial well-being among Malaysian university students, addressing the rising debt concerns among young adults under 30. This study is grounded in the Social Cognitive Theory (SCT). Data were gathered from 299 university students through a self-administered survey, which was subsequently analyzed with Partial Least Square – Structural Equation Modelling. The findings indicate that an internal locus of control significantly influences financial attitude, financial behavior, and financial confidence. Notably, financial behavior and financial confidence are crucial predictors of financial well-being, while financial attitude was found to be insignificant. Additionally, financial behavior and financial confidence mediate the relationship between internal locus of control and financial well-being, whereas financial attitude does not serve as a mediator. The results suggest that individuals with a strong internal locus of control are more likely to exhibit positive financial behaviors and greater financial confidence, ultimately enhancing their financial well-being. This study strengthens the SCT model and contributes new dimensions to the literature by examining financial attitude, financial behavior, and financial confidence as mediating factors influencing university students' financial well-being. The results also provide policymakers and relevant agencies with useful information on how to further improve university curricula and foster sound financial practices to raise the financial well-being of university students.

Consumer behavior from the marketing perspective has brought the surface of the an exciting area for study and research. The way consumer behaves, acts and decides on certain matters have been the focal interest among the researcher. The reason is in order to produce products and services according to the costumer needs and preferences. With regards to this study, the main objective is to examine the cosumers' perceptions on financial decision-making particualy on unit trust investment. Unit trust investment in Malaysia is start to booming after the success of ASN and ASB introduced by PNB as in 1980s. Since then, the growth of unit trust industry in Malaysia is very encouraging. The statistical figure of the industry has shown a positive and repid growth over the year.

Theories on consumer behavioral change emerged from the study of psychology and later used on consumer behaviors. Behaviorists believe that human behaviors can change from stimulus and responses based on the theories developed by Pavlov, Skinner, Thorndike, and many others. In this paper, the COVID-19 pandemic has forced many countries to take actions such as restricting people movement, providing economic stimulus to push the economy back up, and enforcing social distancing rules and alike to flatten the pandemic curve. The study envisioned that all the actions taken by the government, especially in the context of Malaysia, as stimulus that create positive and negative responses from the learning consumers. The study emulates the operant conditioning theory and proposes four different types of behavior categories that arises from the pandemic. The aim of this paper is to propose a conceptual framework of the market segmentation arising from COVID-19 pandemic. Methodology used by the study is based from the literature search and secondary data to come out with the suggested framework. The expected findings of the study are the four segments of the consumers based on their behavioral reactions post pandemic. The four segments are the back to square one, new normal, moderately new norm, and recycle consumer groups. Their preferences, needs, and wants can change the landscape of how market can be segmented apart from how business should react towards the changes in the future. Policy could be developed in terms of promoting the new norms behavior to overcome COVID-19 problems and future outbreaks as well as to ensure that Malaysia can be accommodative to the industrial revolution 4.0. Future research should be conducted to replicate the framework in different contexts and industries.

Financial transactions in the digital age have shifted from traditional to digital systems. With the proliferation of smartphones and the internet, cashless payments via smartphone or mobile payment system are becoming more popular. Quick Response (QR) code mobile payment is one of the cashless payment options available today. Using the extended theory of Technology Acceptance Model (TAM), this study investigates the intention of Malaysian Muslim millennials to opt for QR code mobile payment. The study was conducted as a cross-sectional study with a convenience sample. Data was collected through a questionnaire distributed via Google forms on various social media applications. Multiple linear regression analysis was used to analyse the data. The results showed that perceived usefulness, perceived risk, hedonic motivation, and performance expectancy have a significant influence on the intention of Malaysian Muslim millennials to use QR code mobile payment as a payment method. Perceived ease of use and social influence, on the other hand, were not predictors of intention to use QR code mobile payment. This study contributes to filling the gap in the literature on technology acceptance, digital payments, and consumer behaviour. At the same time, this study can serve as a basis for QR code developers and retailers to better understand and serve their customers, and for the government to integrate more QR code applications into many government-provided services.

The country's economy has benefited greatly from the services sector, which plays a major role in economic development and provides the majority of the gross domestic product (GDP) support for a country. The service industry has paid considerable attention to research on the antecedents of customer loyalty over the years, including the telecommunications sector. Malaysia's telecommunications service providers prioritize customer loyalty as it is crucial for generating repeat business and potential referrals. The study investigates the correlation between service quality, brand image, customer satisfaction, and customer loyalty among Malaysians towards telecommunications service providers. The study utilized a convenience sampling technique and an online questionnaire to gather data from 254 respondents. The data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings revealed that customer loyalty was influenced by service quality, brand image, and customer satisfaction. In addition, service quality successfully predicts customer satisfaction. Also, the mediation results showed that customer satisfaction mediates the relationship between service quality and customer loyalty. This research contributes to the theoretical advancement of the service literature by examining the impact of service quality, brand image, and customer satisfaction on customer loyalty. In practice, this study offers valuable insights to service providers on how to consistently enhance and ensure service quality and brand image while satisfying and retaining customers.

The internet's commercialization in 1991 marked the beginning of e-commerce, with online shopping rapidly growing among Malaysians, especially the young. The aim of this study is to explain the online shopping intention and behaviour of young Muslim consumers in Malaysia. An online survey was used to collect data from a convenience sample of young Muslims with prior online shopping experience. A regression analysis was conducted to analyse the data. The results show that security and safety and loyalty are the factors that influence online shopping intention, while attitude, trustworthiness, and marketing information do not. Online shopping intention has also been shown to be a predictor of online shopping behaviour. This study contributes to theory while highlighting practical implications for academics and practitioners in the fields of marketing, consumer behaviour, and online shopping.