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The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but is also a common strategy used by marketers to create competitive advantage for their business. Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Because modest fashion is considered as Muslim products in Malaysia, this paper aims to examine the relationship between Halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing …