Halal certification mark, brand quality, and awareness: do they influence buying decisions of Nigerian consumers?

Jaiyeoba, Haruna Babatunde and Abdullah, Moha Asri (2019) Halal certification mark, brand quality, and awareness: do they influence buying decisions of Nigerian consumers? In: Global Halal Sphere Conference 2019, 21st-22nd August 2019, Kuala Lumpur. (Unpublished)

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Abstract

Purpose – This paper intends to ascertain whether halal certification mark, halal brand quality, and halal awareness influence Nigerian consumers when making buying decisions. Design/methodology/approach – The researchers reflect on the newly collected data to shed light on this issue from perspective of Nigerian consumers. To this end, questionnaire was developed and used to collect data from 282 respondents. The data collected were analyzed using both descriptive and inferential statistics. Findings – It was gathered that halal certification mark and halal brand quality are the most influential factors that contribute to consumers’ buying decisions in Nigeria. Originality/value – The study has argued that more efforts are needed in the area of halal awareness in Nigeria and to safeguard the genuineness of the halal certification marks issued by various certifiers in the country. Similarly, the study argues that halal brand quality should always be held at the esteem position. With our findings, we have been able to fill literature gap on Nigerian halal industry.

Item Type:	Conference or Workshop Item (Invited Papers)
Additional Information:	9052/74267
Uncontrolled Keywords:	Halal Certification Mark/Logo, Halal Brand Quality, Halal Awareness, Halal Product, Consumer Buying Decision
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5437 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5735 Business records management
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART)
Depositing User:	Prof. Dr. Moha Asri Abdullah
Date Deposited:	23 Sep 2019 08:57
Last Modified:	23 Sep 2019 08:57
URI:	http://irep.iium.edu.my/id/eprint/74267

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