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 interpretation of its meaning. Also, instead of current trends which focus on rate determining steps within functional marketing approaches per se, Halal's competitive advantage is of more significance when delivered via the tacit elements of strategy and management. Research limitations/implications -As a conceptual paper, research is limited at times by a lack of empirical data and attempts necessitating the exploration of wide-ranging cross-disciplinary sources and stakeholder engagements. Originality/value -Growing market interest suggests its significance to both Muslims and non-Muslims. Furthermore, whilst research reveals studies looking at "meat and money" (Halal meat and Islamic finance) centred on functional attributes and monolithic consumption, few explore Halal's figurative and brand elements amongst diverse audiences.

Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement

“…As it is believed that Muslim consumers are highly http://dx.doi.org/10.15405/epsbs.2016.11.02.15 eISSN: 2357-1330 responsibility of the Organizing Committee of the conference 160 involved in choosing the products they will consume in order to ensure the permissibility of the products (Wilson & Liu, 2010), the current study also will examine the impact of product involvement on the intention of customers to purchase Islamic brand products.…”

“…Thus it is a not a big surprise that the recent bloom in Islamic marketing has gained an impetus in the academic field both inside or outside the Islamic world (Alserhan, 2010). Also, this phenomenon is becoming part of big talks and discussions for the academic world (Wilson & Liu, 2010). …”

Understanding Halal Restaurant Patronage Intention: The Role of Perception, Culture and Religiosity

“…The religion specifies the types of foods which are permissible to eat by Muslims. These permissible foods under Islamic jurisprudence are called halal (Wilson & Liu, 2010).…”

“…In the context of Islam, Wilson and Liu (2010) argue that what is considered legitimate or illegitimate can vary based on Muslims' cultural differences. Shavitt et al (2006) report that some consumers in collectivist cultures form collectivism vertical compliance and increase cohesion and the status of their group.…”

“…Shavitt et al (2006) report that some consumers in collectivist cultures form collectivism vertical compliance and increase cohesion and the status of their group. Research conducted by Wilson and Liu (2010) …”