Halal branding research: mapping intellectual structure and thematic evolution

Purpose As an emerging domain in Islamic marketing, halal branding is receiving growing attention from scholars due to the global expansion of the halal industry and increasing consumer awareness of religious and ethical values. This study aims to map the intellectual structure and thematic evolution of halal branding research published between 1994 and 2025. Design/methodology/approach Using a bibliometric approach, this study analyses 355 journal articles indexed in the Scopus database, which were then processed using VOSviewer and Bibliometrix R. Findings The thematic structure highlights key clusters such as religiosity, brand loyalty, Islamic marketing and purchase intention. Strategic diagrams and temporal evolution show a transition from normative-value-based themes to more consumer-centered topics such as trust, satisfaction and halal awareness. However, research collaboration across countries remains limited. Research limitations/implications This study is limited to the Scopus database and English-language publications, potentially excluding relevant studies elsewhere or written in other languages. Moreover, bibliometric techniques provide a macro-level overview but lack the depth of content analysis. Originality/value To the best of the authors’ knowledge, this study offers the first comprehensive bibliometric analysis focused exclusively on halal branding. It contributes to Islamic marketing literature by providing a conceptual framework that captures the thematic landscape and development course of halal branding research. The findings provide direction for future studies and practical insights for scholars, practitioners and policymakers engaged in developing halal marketing strategies.