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The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes

Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheles...

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Main Authors: Wan Ismail, Wan Rusni, Othman, Mohhidin, Abdul Rahman, Russly, Kamarulzaman, Nitty Hirawaty, Ab Rahman, Suhaimi
Format: Conference or Workshop Item
Language:English
Published: Halal Products Research Institute, Universiti Putra Malaysia 2014
Online Access:http://psasir.upm.edu.my/id/eprint/60510/1/M9.pdf
http://psasir.upm.edu.my/id/eprint/60510/
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spelling my.upm.eprints.605102018-06-07T06:24:12Z http://psasir.upm.edu.my/id/eprint/60510/ The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes Wan Ismail, Wan Rusni Othman, Mohhidin Abdul Rahman, Russly Kamarulzaman, Nitty Hirawaty Ab Rahman, Suhaimi Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheless, the Halal logo is representing the only Halal assurance system in Malaysia; hence it should also be recognized as an important brand representing Malaysia. However, there are issues and implications when a logo is view as a brand because all brands carry underlying commercial value or equity which requires constant maintenance because record shows that even strong brands could still plunge into a deep pit. All brands will experience the fluctuation of brand value or equity at some pointof their life span,however there is no study that looks into the actual value of Halal Malaysia brand (HMB) yet. The fluctuation should be expected for a brand that does not offer any tangible productsuch as HMB and as Halal assurance system main functions are only to ensure that the product that carrying its mark really deliver their claim. The real challenge faced by HMB is when dealing with various products and producers that come with various reputations and track records. Besides, how significant the presence of HMB on familiar and intolerance product with ambiguous semiotics cue are still unknown and require further investigation. Thus the importance of HMB presence in any situation will point out its real value. Findings from the qualitative study will be used to develop instrument for a second stage of a quantitative study. This research is expected to yield results on whether the brand equity is consistent toward different product and consumers. Thus, the result from this study will contribute to a new body of knowledge on the Halal brand studies using a new model of Halal brand equity and consumer decision making. Halal Products Research Institute, Universiti Putra Malaysia 2014 Conference or Workshop Item PeerReviewed text en http://psasir.upm.edu.my/id/eprint/60510/1/M9.pdf Wan Ismail, Wan Rusni and Othman, Mohhidin and Abdul Rahman, Russly and Kamarulzaman, Nitty Hirawaty and Ab Rahman, Suhaimi (2014) The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes. In: Malaysia International Halal Research & Education Conference 2014 (MIHREC 2014), 2-4 Dec. 2014, Marriott Putrajaya Hotel, Malaysia. (pp. 101-105).
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheless, the Halal logo is representing the only Halal assurance system in Malaysia; hence it should also be recognized as an important brand representing Malaysia. However, there are issues and implications when a logo is view as a brand because all brands carry underlying commercial value or equity which requires constant maintenance because record shows that even strong brands could still plunge into a deep pit. All brands will experience the fluctuation of brand value or equity at some pointof their life span,however there is no study that looks into the actual value of Halal Malaysia brand (HMB) yet. The fluctuation should be expected for a brand that does not offer any tangible productsuch as HMB and as Halal assurance system main functions are only to ensure that the product that carrying its mark really deliver their claim. The real challenge faced by HMB is when dealing with various products and producers that come with various reputations and track records. Besides, how significant the presence of HMB on familiar and intolerance product with ambiguous semiotics cue are still unknown and require further investigation. Thus the importance of HMB presence in any situation will point out its real value. Findings from the qualitative study will be used to develop instrument for a second stage of a quantitative study. This research is expected to yield results on whether the brand equity is consistent toward different product and consumers. Thus, the result from this study will contribute to a new body of knowledge on the Halal brand studies using a new model of Halal brand equity and consumer decision making.
format Conference or Workshop Item
author Wan Ismail, Wan Rusni
Othman, Mohhidin
Abdul Rahman, Russly
Kamarulzaman, Nitty Hirawaty
Ab Rahman, Suhaimi
spellingShingle Wan Ismail, Wan Rusni
Othman, Mohhidin
Abdul Rahman, Russly
Kamarulzaman, Nitty Hirawaty
Ab Rahman, Suhaimi
The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
author_facet Wan Ismail, Wan Rusni
Othman, Mohhidin
Abdul Rahman, Russly
Kamarulzaman, Nitty Hirawaty
Ab Rahman, Suhaimi
author_sort Wan Ismail, Wan Rusni
title The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
title_short The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
title_full The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
title_fullStr The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
title_full_unstemmed The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
title_sort antecedents of halal malaysia brand equity based on consumers tolerance on product cue attributes
publisher Halal Products Research Institute, Universiti Putra Malaysia
publishDate 2014
url http://psasir.upm.edu.my/id/eprint/60510/1/M9.pdf
http://psasir.upm.edu.my/id/eprint/60510/
_version_ 1643837380309811200
score 13.211869

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