Customer decision making vis-à-vis halal branding

Understanding the preference of Muslim youth for halal (religiously permissible)certified products in their search for branded items was the underlying motive behind this research. Since sportswear brand owners usually target youth market segments, Muslim youth in the Malaysian market were selected...

Full description

Bibliographic Details
Main Author:	Mohd. Israil, Khaliq Ahmad
Format:	Article
Language:	English
Published:	Malaysian Institute of Management 2013
Subjects:	HF5549 Personnel management
Online Access:	http://irep.iium.edu.my/34857/ http://irep.iium.edu.my/34857/ http://irep.iium.edu.my/34857/4/customer_Decision_Making_Vis-%C3%A0-Vis_Halal.pdf

id	iium-34857
recordtype	eprints
spelling	iium-348572015-05-26T09:51:44Z http://irep.iium.edu.my/34857/ Customer decision making vis-à-vis halal branding Mohd. Israil, Khaliq Ahmad HF5549 Personnel management Understanding the preference of Muslim youth for halal (religiously permissible)certified products in their search for branded items was the underlying motive behind this research. Since sportswear brand owners usually target youth market segments, Muslim youth in the Malaysian market were selected as the main respondents for this study. The collective perceptions of quality, brand awareness, brand association and consumer loyalty constitute brand equity and this study focused on brand equity research in the Malaysian marketing environment. Empirical research was conducted to determine the “on the ground” reality of the market, with a view to suggesting marketing policy directions to brand managers in the Malaysian sportswear industry. In the Malaysian context, the findings of the research do not completely support all the dimensions of Aaker’s (1991) brand equity model. This paper recommends that brand managers use halal certification of sportswear products to penetrate the Malay youth sub-segment of the Malaysian sportswear market. Halal certification will not have a negative effect on penetration of the other market sub-segments consisting of youth from other races in Malaysia. Malaysian Institute of Management 2013-06 Article PeerReviewed application/pdf en http://irep.iium.edu.my/34857/4/customer_Decision_Making_Vis-%C3%A0-Vis_Halal.pdf Mohd. Israil, Khaliq Ahmad (2013) Customer decision making vis-à-vis halal branding. Malaysian Management Review (MMR), 48 (1). pp. 79-91. ISSN 0025-1348 https://portal.mim.org.my/wp-content/uploads/2013/11/MMRJan-Jun13Inside_Layout-1.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5549 Personnel management
spellingShingle	HF5549 Personnel management Mohd. Israil, Khaliq Ahmad Customer decision making vis-à-vis halal branding
description	Understanding the preference of Muslim youth for halal (religiously permissible)certified products in their search for branded items was the underlying motive behind this research. Since sportswear brand owners usually target youth market segments, Muslim youth in the Malaysian market were selected as the main respondents for this study. The collective perceptions of quality, brand awareness, brand association and consumer loyalty constitute brand equity and this study focused on brand equity research in the Malaysian marketing environment. Empirical research was conducted to determine the “on the ground” reality of the market, with a view to suggesting marketing policy directions to brand managers in the Malaysian sportswear industry. In the Malaysian context, the findings of the research do not completely support all the dimensions of Aaker’s (1991) brand equity model. This paper recommends that brand managers use halal certification of sportswear products to penetrate the Malay youth sub-segment of the Malaysian sportswear market. Halal certification will not have a negative effect on penetration of the other market sub-segments consisting of youth from other races in Malaysia.
format	Article
author	Mohd. Israil, Khaliq Ahmad
author_facet	Mohd. Israil, Khaliq Ahmad
author_sort	Mohd. Israil, Khaliq Ahmad
title	Customer decision making vis-à-vis halal branding
title_short	Customer decision making vis-à-vis halal branding
title_full	Customer decision making vis-à-vis halal branding
title_fullStr	Customer decision making vis-à-vis halal branding
title_full_unstemmed	Customer decision making vis-à-vis halal branding
title_sort	customer decision making vis-à-vis halal branding
publisher	Malaysian Institute of Management
publishDate	2013
url	http://irep.iium.edu.my/34857/ http://irep.iium.edu.my/34857/ http://irep.iium.edu.my/34857/4/customer_Decision_Making_Vis-%C3%A0-Vis_Halal.pdf
first_indexed	2023-09-18T20:50:08Z
last_indexed	2023-09-18T20:50:08Z
_version_	1777409938716360704

Customer decision making vis-à-vis halal branding

Similar Items