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Antecedents of halal brand personality

Purpose – The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan (lawful) Tayyiba (good) concept in Malaysia. The chances of using Brand personality attributes as a mechanism to...

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Main Author: Muhamad Fazil, Ahmad
Format: Article
Language:English
English
Published: Emerald Group Publishing Ltd. 2015
Subjects:
HB Economic Theory
Online Access:http://eprints.unisza.edu.my/6252/1/FH02-FSSG-15-03351.pdf
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spelling my-unisza-ir.62522022-09-13T04:27:19Z http://eprints.unisza.edu.my/6252/ Antecedents of halal brand personality Muhamad Fazil, Ahmad HB Economic Theory Purpose – The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan (lawful) Tayyiba (good) concept in Malaysia. The chances of using Brand personality attributes as a mechanism to get the primary dimensions of halal branding attributes are high. Design/methodology/approach – Methods of interviews and surveys were conducted based on personality traits to construct key dimensions and attributes of the halal Brand Personality. A structured interview with seven halal certification experts from The Malaysian Department of Islamic Development (Jabatan Kemajuan Islam Malaysia – JAKIM) and factor analysis method were based on non-probability, basic sampling using questionnaire surveys on 135 personnel from the Department of Islamic Affairs, Terengganu (Jabatan Hal Ehwal Agama Islam Terengganu, Malaysia – JHEAT) that were involved directly or indirectly in monitoring halal certification. Findings – The author aims to cultivate a theoretical framework for the halal Brand Personality. The paper introduces five dimensions, namely, Purity, Excitement, Safety, Sophistication and Righteousness. Originality/value – The extraction of the five factors that contribute to the halal Brand Personality has been considered to be an assurance and screening process for halal products and services. It embodies values that are not just for Muslims but for everyone. Emerald Group Publishing Ltd. 2015-06 Article PeerReviewed text en http://eprints.unisza.edu.my/6252/1/FH02-FSSG-15-03351.pdf image en http://eprints.unisza.edu.my/6252/2/FH02-FSSG-15-03461.jpg Muhamad Fazil, Ahmad (2015) Antecedents of halal brand personality. Journal of Islamic Marketing, 6 (2). pp. 209-223. ISSN 1759-0833
institution Universiti Sultan Zainal Abidin
building UNISZA Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sultan Zainal Abidin
content_source UNISZA Institutional Repository
url_provider https://eprints.unisza.edu.my/
language English
English
topic HB Economic Theory
spellingShingle HB Economic Theory
Muhamad Fazil, Ahmad
Antecedents of halal brand personality
description Purpose – The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan (lawful) Tayyiba (good) concept in Malaysia. The chances of using Brand personality attributes as a mechanism to get the primary dimensions of halal branding attributes are high. Design/methodology/approach – Methods of interviews and surveys were conducted based on personality traits to construct key dimensions and attributes of the halal Brand Personality. A structured interview with seven halal certification experts from The Malaysian Department of Islamic Development (Jabatan Kemajuan Islam Malaysia – JAKIM) and factor analysis method were based on non-probability, basic sampling using questionnaire surveys on 135 personnel from the Department of Islamic Affairs, Terengganu (Jabatan Hal Ehwal Agama Islam Terengganu, Malaysia – JHEAT) that were involved directly or indirectly in monitoring halal certification. Findings – The author aims to cultivate a theoretical framework for the halal Brand Personality. The paper introduces five dimensions, namely, Purity, Excitement, Safety, Sophistication and Righteousness. Originality/value – The extraction of the five factors that contribute to the halal Brand Personality has been considered to be an assurance and screening process for halal products and services. It embodies values that are not just for Muslims but for everyone.
format Article
author Muhamad Fazil, Ahmad
author_facet Muhamad Fazil, Ahmad
author_sort Muhamad Fazil, Ahmad
title Antecedents of halal brand personality
title_short Antecedents of halal brand personality
title_full Antecedents of halal brand personality
title_fullStr Antecedents of halal brand personality
title_full_unstemmed Antecedents of halal brand personality
title_sort antecedents of halal brand personality
publisher Emerald Group Publishing Ltd.
publishDate 2015
url http://eprints.unisza.edu.my/6252/1/FH02-FSSG-15-03351.pdf
http://eprints.unisza.edu.my/6252/2/FH02-FSSG-15-03461.jpg
http://eprints.unisza.edu.my/6252/
_version_ 1744358550206939136
score 13.211869

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