Journal of Islamic Marketing 

About: Journal of Islamic Marketing is an academic journal published by Emerald Publishing Limited. The journal publishes majorly in the area(s): Islam & Religiosity. It has an ISSN identifier of 1759-0841. Over the lifetime, 802 publications have been published receiving 19286 citations.

Shaping the Halal into a brand

Abstract: Purpose – The purpose of this paper is to review current literature and practices concerning the usage and consumption of Halal, within marketing and branding. Following this, the paper is to both stimulate discussions and encourage further thinking within this field.Design/methodology/approach – The paper uses inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis. Evidence gathered from structured and systematic literature reviews – supported by existing empirical data, anecdotal evidence, personal observations and experience is also used.Findings – In business, the doctrine of what is Halal, has culminated in the creation of ingredient brands and in some cases forms of co‐branding. However, the Halal's full potential has yet to be harnessed and there remain areas of dissonance and misunderstanding. Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term Halal and presuppose that there is one inte...

Intention to choose Halal products: the role of religiosity

Abstract: Purpose – Muslims living in multi-religious societies are considered more conscious about the permissibility (Halal) of products and thus the majority of Halal research in the non-financial sector was conducted in multi-ethnic societies. Nonetheless, the global trade is changing the way we perceive the origin of products and brands and their permissibility under Islamic Sharia laws. This apparently has serious implications for international companies operating in food, cosmetics and pharmaceutical products. The purpose of this paper is to investigate the role of Muslim attitude towards Halal products, their subjective norms and religiosity in predicting intention to choose Halal products. Design/methodology/approach – A structured question was designed to elicit consumer attitude, subjective norms, intention to choose Halal products and degree of inter and intra personal religiosity. Data were collected from 180 adult respondents using a convenience sampling method. Only 150 responses were deemed suitable...

The challenges of Islamic branding: navigating emotions and halal

Abstract: Purpose – The purpose of this paper is to address the challenges which the concept of halal presents – when attempting to understand how halal‐conscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition.Design/methodology/approach – Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis, were employed. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26‐27 July 2010, Said Business School, University of Oxford – in addition to the empirical data presented by keynote speakers.Findings – The author asserts that halal‐conscious consumers are risk averse, which drives discerning and high‐involvement behavioural traits. Furthermore, in the face of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper presents a halal decision‐making paradi...

Is religiosity an important determinant on Muslim consumer behaviour in Malaysia

Abstract: Purpose – The purpose of this paper is to examine the effect of religiosity on Muslim consumer behaviour and on purchasing decision.Design/methodology/approach – Survey comprised a sample of 232 Muslims from the middle‐ and upper‐income groups who work in Shah Alam and Bangi in the Selangor state of Malaysia.Findings – The findings indicate that religious Muslims in Shah Alam and Bangi area consider Islam as their source of reference and they spend moderately, as commanded by Allah in the Quran. This study confirms that religiosity acts as a full mediating role in the relationship between relative and contextual variables, and purchase behaviour of Muslim consumers.Originality/value – The paper's interesting findings serve to remind entrepreneurs that they cannot neglect the element of religion in their marketing activities, particularly in the development of products.

The application of Halal in supply chain management: in‐depth interviews

Abstract: Purpose – The paper aims to describe the basic requirements of Halal food supply chains in order to ensure the integrity of Halal food at the point of consumption, which is an obligation for Muslims.Design/methodology/approach – This exploratory research paper is based on in‐depth interviews to better understand what is Halal, the Islamic sources that are essential for Halal supply chains, and identify the guidelines and principles which are essential for the integrity of Halal supply chains.Findings – Halal supply chain management is based on avoiding direct contact with Haram, addressing the risk of contamination and ensuring that it is in line with the perception of the Muslim consumer. In particular, the product and market characteristics are important variables in the supply chain management of Halal supply chains. Further empirical research is needed to measure the perception of the Muslim consumer. A better understanding is also required into the principles in organising the Halal supply chain for ...