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

Jaiyeoba, Haruna Babatunde and Abdullah, Moha Asri and Abdul Razak, Dzuljastri (2019) Halal certification mark, brand quality, and awareness: do they influence buying decisions of Nigerian consumers? Journal of Islamic Marketing. pp. 1-14. ISSN 1759-0833 (In Press)

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Abstract

Purpose – This paper aims 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 the above issues from the perspective of Nigerian consumers. To this end, a questionnaire was developed and used to collect data from 282 respondents. The data collected were analyzed using both descriptive and inferential statistics. Findings – This study found that halal certification mark and halal brand quality are the most influential factors that contributed to the consumers’ buying decisions in Nigeria. Originality/value – Based on the findings of this study, the researchers have argued that more efforts are needed in the area of halal awareness in Nigeria. Similarly, the study argues that halal brand quality should always be held at the esteemed position. Based on the study’s findings, the authors have been able to fill the literature gap, particularly in the context of the Nigerian halal industry.

Item Type: Article (Journal)
Additional Information: 9052/76864
Uncontrolled Keywords: Halal product, Halal awareness, Halal brand quality, Halal certification mark/logo, Consumer’s buying decisions
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5437 Purchasing. Selling. Sales personnel. Sales executives
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): International Institute for Halal Research and Training (INHART)
Kulliyyah of Economics and Management Sciences
Kulliyyah of Economics and Management Sciences > Department of Economics
Kulliyyah of Economics and Management Sciences > Department of Finance
Depositing User: Dr. Haruna Babatunde Jaiyeoba
Date Deposited: 30 Dec 2019 11:33
Last Modified: 27 Feb 2020 16:02
URI: http://irep.iium.edu.my/id/eprint/76864

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