Shaping the Halal into a brand
25 Jun 2010-Journal of Islamic Marketing (Emerald Group Publishing Limited)-Vol. 1, Iss: 2, pp 107-123
TL;DR: In this article, a review of current literature and practices concerning the usage and consumption of Halal, within marketing and branding is presented, which is intended to stimulate discussions and encourage further thinking within this field.
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...
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TL;DR: In this paper, the authors address the challenges which the concept of halal presents when attempting to understand how halalconscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition.
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...
434 citations
Cites methods from "Shaping the Halal into a brand"
...Finally, syllogisms have been used as a method for investigative structure formulation of the phenomenon ( Wilson and Liu, 2009b, 2010...
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TL;DR: In this article, 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, are described.
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 ...
298 citations
Cites background from "Shaping the Halal into a brand"
...reaches much further into the disciplines of management of the company, organisational behavior, culture anthropology and sociology ( Wilson and Liu, 2010...
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TL;DR: In this paper, the effects of knowledge and religiosity on attitudes towards Halal cosmetics products, as well as the effect of those attitudes on the intention to buy the Halal cosmetic products, were investigated.
Abstract: Purpose – The purpose of this paper is to add to the body of knowledge about attitude and intention to choose a Halal product. Despite the importance of the Halal cosmetic market for both producers and consumers, the existing literature focusses on Halal food products, and only a limited number of studies exist about Halal cosmetic products. This study assesses the effects of knowledge and religiosity on attitudes towards Halal cosmetics products, as well as the effect of those attitudes on the intention to buy the Halal cosmetic products. This study also investigates the existence of differences between consumers’ attitudes towards Halal cosmetics and Halal food products. Design/methodology/approach – This study used a self-administrated questionnaire with closed-ended questions. The questionnaire was distributed using non-probability convenience sampling. At the end of data collection period, a total of 110 usable questionnaires from Muslim respondents over the age of 18 years old were used for further ...
250 citations
TL;DR: In this article, the authors introduce a new framework to optimise the design of halal food supply chains, called the Halal Supply Chain Model, which defines the main logistics business processes, which are the determinants for the halal supply chain performance.
Abstract: Purpose – The purpose of this paper is to introduce a new framework to optimise the design of halal food supply chains, called the “Halal Supply Chain Model”. In this research the main logistics business processes are defined, which are the determinants for the halal supply chain performance.Design/methodology/approach – Next to an extensive literature review, a large discussion group and various focus group sessions conducted in Malaysia, The Netherlands and China have been used to identify halal control activities and assurance activities in logistics business processes, with a focus on transportation, warehousing and terminal operations.Findings – The findings show that product characteristics (bulk versus unitised, ambient versus cool chain) and market requirements (Muslim or non‐Muslim country) determine the supply chain vulnerability to halal contamination, for which halal control activities and assurance activities are put in place to reduce supply chain vulnerability. More empirical research is ne...
229 citations
TL;DR: The findings show that the religious belief, exposure, certification logo, and health reason are potential sources of Muslim awareness about halal consumption, but health reason is the most contributing predictor of level of halal awareness.
201 citations
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"Shaping the Halal into a brand" refers background in this paper
...With the identification of attitudinal and behavioural components by Aaker (1991), emerging schools of thought state that brands are best understood from the perspective of consumers (Keller, 1993; Franzen and Bouwman, 2001; Czellar, 2003; de Chernatony and McDonald, 2003; Lindstrom, 2005)....
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