Paper Title
The Drivers of Halal Brand Equity: Islamic Religiosity, Brand Tribalism, Brand Engagement in Self-Concept, and Brand Relationship

Abstract
This research aims to study the influence of Islamic religiosity, brand tribalism, and brand engagement in self-concept on brand relationships and brand equity. The study also investigate the influence of brand relationships on brand equity and proposed the models of the drivers of Halal brand equity in Thailand. The samples are 400 Muslim consumers in Bangkok, Thailand. Questionnaires were used for data collection. Structural equation modeling (SEM) was used for data analysis. The results of the study indicated that Islamic religiosity and brand relationships direct influence on brand equity, brand tribalism and brand engagement in self-concept indirect influence on brand equity through brand relationships. Keyword� Islamic religiosity, Brand tribalism, Brand engagement in self-concept, Brand relationships, brand equity.