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Article
Publication date: 28 March 2020

Wan Rusni Wan Ismail, Mohhidin Othman, Norfezah Md Nor, Ahmad Fauzan Badiuzaman and Nik Mohd Shahril Nik Mohd Nor

Brand mere recognition is the fundamental step in brand awareness and the first hurdle that any brand needs to achieve before brand equity can come into the picture. Thus…

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Abstract

Purpose

Brand mere recognition is the fundamental step in brand awareness and the first hurdle that any brand needs to achieve before brand equity can come into the picture. Thus, consumers’ ability to recognize a brand through its symbol or logo is very crucial and despite its significance, it is considered the lowest order in brand equity assessment but it reveals the initial clue on how well the brand is performing in the market. Therefore, the purpose of this study is to test how well consumers are able to identify the right Halal Malaysia brand (HMB) using Halal semiotic cues.

Design/methodology/approach

This study is an exploratory, based on a mixed method approach using qualitative and quasi-experimental design using the implicit association test (IAT) as the instrument. A total of 23 Malay Muslim consumers were involved in the first stage of the study carried out using a semi-structured interview. The second stage of this study was carried out using quasi-experimental design where IAT was used as an instrument. A total of 66 respondents participated in both states of the experiment and the response time was recorded and analysed using D-measure and descriptive.

Findings

Findings from qualitative investigation indicate that most of the respondents failed in the mere recognition test. The findings are further supported using IAT where a hesitation in response when facing the current HMB logo has provided a clear indication of lack of mere recognition for this brand. Unfortunately, the proliferation of other Halal logos that have flooded the market, comprising both recognized and unrecognized logos by Jabatan Kemajuan Islam Malaysia (JAKIM), which often adopted a similar logo design strategy, only add to the confusion. Clearly, the findings on HMB logo mere recognition also revealed that there are some problems during the transition from the old JAKIM Halal logo to the current logo, where the information related to the new logo has failed to reached targeted audiences.

Originality/value

Despite there are a lot of studies focussing on the positive impact of Halal Malaysia logo on Muslim consumers purchase decision, however there are few publications that suggest otherwise. Thus, this study will investigate the extend of this problem.

Details

Journal of Islamic Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 9 November 2018

Wan Rusni Wan Ismail, Mohhidin Othman, Russly Abdul Rahman, Nitty Hirawaty Kamarulzaman and Suhaimi Bin Ab Rahman

The purpose of this paper is to investigate the extent and the impact of negative electronic word of mouth (eWoM) on Muslim consumers’ tolerance and to look for evidence on…

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Abstract

Purpose

The purpose of this paper is to investigate the extent and the impact of negative electronic word of mouth (eWoM) on Muslim consumers’ tolerance and to look for evidence on whether it can pose threat to high-tolerance products and cause spillover effect on products in similar category.

Design/methodology/approach

This study used a qualitative method with purposive sampling, and data were collected from 23 Malay Muslim consumers using in-depth interviews.

Findings

Findings from this study clearly showed that consumers’ perception toward effected products can easily be distorted with negative claim which indicates that halal issues are very sensitive to Muslim consumers. The negative eWoM distorts consumers’ perception toward effected product and the effect was also found to escalate into other brands that share similar category as the effected products.

Practical implications

By examining the negative impact of eWoM, it validates the severe impact it has on Muslim consumers, and it is quite obvious that no products are really safe from it, including high-tolerance products. Evidence from this study revealed the importance and the urgency for organizations to handle any rumors immediately because further delay can result from significant loses in sales and can tarnish the brand image.

Originality/value

Negative claims related to the halal product status often sparks negative reactions, especially among Muslim consumers, and despite frequent occurrence of such event, very little information is available on its impact on consumers’ tolerance. Certain products fall under safe product category, or high-tolerance products are also found to be vulnerable to negative impact of eWoM because once the consumers’ trust is shaken, confidence will be replaced by doubt, which often leads to loss of sales and loyalty. It is commonly known that effected products and brand will suffer from this event; however, spillover effect is another side effect of negative eWoM that is not yet highlighted in previous studies.

Details

Journal of Islamic Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 29 October 2024

Siti Nurunnajwa Shamsudin, Elistina Abu Bakar, Syuhaily Osman and Nuradli Ridzwan Shah Mohd Dali

This study aims to explore the factors influencing Muslim behavior toward halal nutraceutical products in Malaysia.

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Abstract

Purpose

This study aims to explore the factors influencing Muslim behavior toward halal nutraceutical products in Malaysia.

Design/methodology/approach

This study used a quantitative survey approach to 400 Muslim respondents in Malaysia who have experience in consuming or purchasing nutraceutical products. The sampling technique used was multistage stratified sampling, and the data was analyzed using structural equation modeling.

Findings

This study revealed that perceived safety is the most influential factor contributing to Muslims’ behavior toward halal nutraceutical products in Malaysia, followed by Islamic values, trust, religiosity, maqasid al-Shariah and halal literacy.

Research limitations/implications

This study has only focused on halal nutraceutical products from the perspective of Muslim consumers in Malaysia.

Originality/value

This study contributes to understanding the factors that influence Muslim consumers’ behavior toward halal nutraceutical products by adopting the Social Cognitive Theory and Islamic Theory of Consumer Behavior.

Details

Journal of Islamic Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 30 May 2023

Mohammad Mominul Islam, Mohamed Syazwan Ab Talib and Nazlida Muhamad

This study aims to underline Islamic principles to the business theories for producers and policymakers and to explain halal marketing by value creation approach for halal…

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Abstract

Purpose

This study aims to underline Islamic principles to the business theories for producers and policymakers and to explain halal marketing by value creation approach for halal stakeholders concerned with halal certification and its implementation.

Design/methodology/approach

This study applied inductive reasoning with the systematic literature review (SLR) of peer-reviewed published research papers, followed by the preferred reporting items for systematic reviews and meta-analyses framework. Furthermore, the content analysis with ATLAS.ti 2022 helped to undergo concept and thematic analysis that show the theoretical lenses for the upstream halal businesses.

Findings

Among 360 papers, the SLR from 2012 to 2022 found 32 papers dealing with the halal theory–based studies on certification, standards, producers and policymakers and halal supply chains. Only seven studies consulted the resource-based view (RBV), a strategy theory and the institutional theory (IT) connected to halal. This study further underpinned qualitative Quranic verses to add to the current body of RBV and IT, resulting in halal sustainable competitive advantage and halal certification institutionalization.

Practical implications

Islamic principles can guide halal stakeholders to create and manage valuable resources through halal certification. Also, academics can synthesize conventional theories as value-creation mechanisms compliant with Islamic codes.

Originality/value

To the best of the authors’ knowledge, this novel study was the first to contribute to the current body of RBV and IT with Islamic principles. It has primarily concentrated on the upstream halal businesses to create and manage halal value, certification and competitive advantages for halal marketing.

Details

Journal of Islamic Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

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