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Islamic branding: the understanding and perception

Mohd Yusof, Y. L. and Wan Jusoh, Wan Jamaliah (2014) Islamic branding: the understanding and perception. Procedia Social and Behavioral Sciences, 130. pp. 179-185. ISSN 1877-0428

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There is such confusion and improper use of the term of Islamic branding and until now there seems to be no clear understanding of what the term Islamic branding means. Therefore to avoid such confusion the term Islamic branding was analyzed by several scholars and this study aims to identify Muslim consumer’s perception and understanding of Islamic brands. 20 respondents were selected, which is Segment 1 were 8 females and 2 males. Meanwhile respondents from Segment 2 were 5 females and 5 males that are from various industries such as manufacturing, banking, education and plantation. Segment 1 consisted of students aged 20 to 26 years old and Segment 2 was adult working respondents aged 35 to 50 years old. From the focus group findings disclosed that most of consumers agreed that the Islamic branding defines as a product or service that meets the Sharia-compliant and any parties that involved in Halal accreditations should be seriously implemented strict procedures to the producers in getting the Halal logo. Additionally, significantly in promoting and improving the Islamic brands to the consumers, producers or marketers need to follow all the requirements that required by authorization bodies either in organization’s practices and branding features to obtain consumer’s trust and confidence upon Islamic branding.

Item Type: Article (Journal)
Additional Information: 163/39330 - The paper was presented in 4th International Conference on Marketing and Retailing 2013, INCOMaR 2013
Uncontrolled Keywords: Islamic marketing; Islamic branding; Muslim consumers; Sharia-compliance; Halal Accreditations
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Wan Jamaliah Wan Jusoh
Date Deposited: 25 Nov 2014 15:26
Last Modified: 25 Nov 2014 15:26
URI: http://irep.iium.edu.my/id/eprint/39330

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