Iranian customers’ understanding towards Halal logo and Islamic brands
Joint Authors
Giyahi, Yasaman
Varnamkhasti, Vahid Khashei
Source
Journal of Islamic Business and Management
Issue
Vol. 9, Issue 2 (31 Dec. 2019), pp.442-458, 17 p.
Publisher
Riphah International University Riphah Centre of Islamic Business
Publication Date
2019-12-31
Country of Publication
Pakistan
No. of Pages
17
Main Subjects
Abstract EN
The purpose of this paper is to introduce halal logo as a new marketing paradigm, which marketers use as a means of distinguishing their products and services in the competitive environment.
This research aims to show the importance of education and training in the area of halal and encouraging scientific societies as well as industry players for further research on the subject.
We examine whether customers look for the halal logo when purchasing products and services or whether know about the owner of the logo.
We also study the dimensions on which these products and services are considered as halal.
The study employs applied research and survey technique on a sample of 385 respondents who had the experience of traveling to a foreign country, using random selection and conducting structural equations modeling.
The findings show that awareness about halal, level of commitment to religious rituals, marketing concept, halal certification and the true meaning of halal are considerable factors affecting the Iranian customers’ understanding towards halal logo and Islamic brands.
Iranian customers are not sufficiently exposed to halal logo and halal brands through marketing communications, while to enhance halal product and services, it is necessary to make increased use of marketing and branding strategies.
This research provides a model that marketers need to consider when presenting their products as an Islamic brand, as it shows the dimensions of understanding and awareness of Iranian customers towards halal.
Evidently, it requires cooperation among Islamic cooperation organization (an authority in issuing halal logo on brands in Iran), standard organization, and brand owners.
American Psychological Association (APA)
Giyahi, Yasaman& Varnamkhasti, Vahid Khashei. 2019. Iranian customers’ understanding towards Halal logo and Islamic brands. Journal of Islamic Business and Management،Vol. 9, no. 2, pp.442-458.
https://search.emarefa.net/detail/BIM-976344
Modern Language Association (MLA)
Giyahi, Yasaman& Varnamkhasti, Vahid Khashei. Iranian customers’ understanding towards Halal logo and Islamic brands. Journal of Islamic Business and Management Vol. 9, no. 2 (2019), pp.442-458.
https://search.emarefa.net/detail/BIM-976344
American Medical Association (AMA)
Giyahi, Yasaman& Varnamkhasti, Vahid Khashei. Iranian customers’ understanding towards Halal logo and Islamic brands. Journal of Islamic Business and Management. 2019. Vol. 9, no. 2, pp.442-458.
https://search.emarefa.net/detail/BIM-976344
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 457-458
Record ID
BIM-976344