The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan…
Abstract
Purpose
The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan (lawful) Tayyiba (good) concept in Malaysia. The chances of using Brand personality attributes as a mechanism to get the primary dimensions of halal branding attributes are high.
Design/methodology/approach
Methods of interviews and surveys were conducted based on personality traits to construct key dimensions and attributes of the halal Brand Personality. A structured interview with seven halal certification experts from The Malaysian Department of Islamic Development (Jabatan Kemajuan Islam Malaysia – JAKIM) and factor analysis method were based on non-probability, basic sampling using questionnaire surveys on 135 personnel from the Department of Islamic Affairs, Terengganu (Jabatan Hal Ehwal Agama Islam Terengganu, Malaysia – JHEAT) that were involved directly or indirectly in monitoring halal certification.
Findings
The author aims to cultivate a theoretical framework for the halal Brand Personality. The paper introduces five dimensions, namely, Purity, Excitement, Safety, Sophistication and Righteousness.
Originality/value
The extraction of the five factors that contribute to the halal Brand Personality has been considered to be an assurance and screening process for halal products and services. It embodies values that are not just for Muslims but for everyone.
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Keywords
Norhidayah Pauzi, Asbah Razali, Saadan Man, Syed Mohd Jeffri Syed Jaafar and Mohd Hafiz Jamaludin
This study aims to examine attitude, perceived behavioral and religiosity that influence Muslim consumers’ intention in patronizing at food premises with halal logo.
Abstract
Purpose
This study aims to examine attitude, perceived behavioral and religiosity that influence Muslim consumers’ intention in patronizing at food premises with halal logo.
Design/methodology/approach
The data were collected from 450 respondents on random sampling basis. Quantitative analysis was conducted using SEM SMARTPLS version 3.3.
Findings
Based on the findings gathered using PLS analysis with n = 450, it was indicated that attitude, perceived behavioral control and religiosity significantly influence Muslim consumers’ intention on patronizing at food premise with halal logo.
Research limitations/implications
The data collection for the present study was limited to the respondents in Kuala Lumpur among Muslim consumers, and limited to 450 sample sizes.
Practical implications
The presence of halal logo should be crucial in attracting consumers due to the comprehensive meaning it brings.
Social implications
In the context of food premises, the results of the research suggest that the halal logo shown by the food premise seems to operate significantly in attracting Muslim consumers toward the food premises. Muslim consumers need to be nourished by proper Islamic teachings and have a good understanding of halal principle.
Originality/value
The halal logo of food premise concerns the Muslims. Muslim consumers are relying on surrogates in selecting the alternatives for packaged goods in Islamic marketing literature. However, it is little known how Muslims use indicators to select food premises when there is no halal logo.
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Norazah Mohd Suki and Abang Sulaiman Abang Salleh
Muslim consumers’ tendency to patronize stores with Halal images and purchase genuine Halal products is closely related to their effort to maintain Islamic identity, and this is…
Abstract
Purpose
Muslim consumers’ tendency to patronize stores with Halal images and purchase genuine Halal products is closely related to their effort to maintain Islamic identity, and this is further supported by many empirical data. Therefore, this paper aims to examine the relationships between attitude, subjective norm, perceived behavioral control and Halal principle knowledge and their effect on Muslim consumers’ behavioral intention to patronize retail stores. On top of that, the mediating effect of Halal image on these relationships is also investigated.
Design/methodology/approach
Data were analyzed using multiple and hierarchical regression analysis to test the model via the Statistical Package for the Social Sciences (SPSS) software among 480 valid samples of Muslim consumers.
Findings
Empirical results of the hierarchical regression analysis and the Sobel test revealed that there is a significant mediating effect of Halal image on the relationship between consumers’ attitude, subjective norm and perceived behavioral control of consumers’ behavioral intention to patronize retail stores. Consumers with high attentiveness of the stores’ Halal image have a positive impression of the stores, a high motivation to patronize and, without any conditions, may follow through their intention to patronize the retail stores.
Practical implications
This research study offers guidelines to the retailers, marketers and the authorities in enhancing marketing strategies and the implementation of stricter Halal consumption laws. Hence, this research puts forward the following strategies: adopting Halal marketing strategy, promoting Halal images in retail stores and reinforcing Halal principle knowledge in the mind of consumers.
Originality/value
The main theoretical contribution relates to the insertion of the Halal image as a mediating variable in the matter of Muslim consumers’ behavioral intention to patronize Halal stores in Malaysia. An inspection of the effect of Halal principle knowledge on Muslim consumers’ behavioral intention to patronize retail stores is also rewarding.