Purpose -The purpose of this paper is to address the challenges which the concept of halal presentswhen attempting to understand how halal-conscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition. Design/methodology/approach -Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis, were employed. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26-27 July 2010, Saïd Business School, University of Oxford -in addition to the empirical data presented by keynote speakers. Findings -The author asserts that halal-conscious consumers are risk averse, which drives discerning and high-involvement behavioural traits. Furthermore, in the face of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper presents a halal decision-making paradigm -as a basis for constructing salient and engaging brands. The halal paradigm is a nub where the perceived importance of halal is brought into the Muslim consciousness. This is a dynamic and cyclical process, whose final verdict is finite and perishable -due to hyper-sensitivity and environmental factors influencing Muslim perceptions of what is halal.Research limitations/implications -The models presented synthesise conceptual thinking with primary and secondary data. Further, tests related to specific brands are suggested. Originality/value -Whilst the author concurs with the general Islamic principle of halal being the norm and haram as the exception, within the halal paradigm of consumption attached to consumerism, an argument is put forward asserting that this is increasingly being reversed. Furthermore, it is proposed that brand theory could view brands as Muslims.
Purpose -The purpose of this paper is to review current literature and practices concerning the usage and consumption of Halal, within marketing and branding. Following this, the paper is to both stimulate discussions and encourage further thinking within this field. Design/methodology/approach -The paper uses inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis. Evidence gathered from structured and systematic literature reviews -supported by existing empirical data, anecdotal evidence, personal observations and experience is also used. Findings -In business, the doctrine of what is Halal, has culminated in the creation of ingredient brands and in some cases forms of co-branding. However, the Halal's full potential has yet to be harnessed and there remain areas of dissonance and misunderstanding. Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term Halal and presuppose that there is one interpretation of its meaning. Also, instead of current trends which focus on rate determining steps within functional marketing approaches per se, Halal's competitive advantage is of more significance when delivered via the tacit elements of strategy and management. Research limitations/implications -As a conceptual paper, research is limited at times by a lack of empirical data and attempts necessitating the exploration of wide-ranging cross-disciplinary sources and stakeholder engagements. Originality/value -Growing market interest suggests its significance to both Muslims and non-Muslims. Furthermore, whilst research reveals studies looking at "meat and money" (Halal meat and Islamic finance) centred on functional attributes and monolithic consumption, few explore Halal's figurative and brand elements amongst diverse audiences.
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Design/methodology/approach -The authors adopted an "eagle eye" method to investigate this phenomenon: Where attempts were made to frame general principles and observations; alongside a swooping view of key anecdotal observations -in order to ground and enrich the study. The authors participated in an iterative process when analysing longitudinal and contemporary phenomenological data, in order to arrive at a consensus. This was grounded in: triangulating individual and collective researcher findings; critiquing relevant published material; and reflecting upon known reviewed manuscripts submitted to marketing publications -both successful and unsuccessful. Findings -The authors assert that a key milestone in the study and practice of marketing, branding, consumer behaviour and consumption in connection with Islam and Muslims is the emergence of research wherein the terms "Islamic marketing" and "Islamic branding" have evolved -of which JIMA is also a by-product. Some have construed Islam marketing/branding as merely a niche area. Given the size of Muslim populations globally and the critical importance of understanding Islam in the context of business and practices with local, regional and international ramifications, scholarship on Islamic marketing has become essential. Western commerce and scholarship has been conducted to a limited extent, and some evidence exists that research is occurring globally. The authors believe it is vital for "Islamic marketing" scholarship to move beyond simply raising the flag of "Brand Islam" and the consideration of Muslim geographies to a point where Islam -as a way of life, a system of beliefs and practices, and religious and social imperatives -is amply explored.Research limitations/implications -An "eagle eye" view has been taken, which balances big picture and grassroots conceptual findings. The topic is complex -and so while diverse expert opinions are cited, coverage of many issues is necessarily brief, due to space constraints. Practical implications -Scholars and practitioners alike should find the thoughts contained in the paper of significant interest. Ultimately, scholarship of Islam's influences on marketing theory and practice should le...
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Caring for the environment has become everyone’s responsibility because of our significant negative impact. Considering this, companies are spending a substantial amount on corporate social responsibility (CSR) activities not only as part of corporate citizenship but also to enhance corporate image. Using a fixed-effect model on 2,260 companies’ annual data from 2012 to 2017, we analyze whether female board members influence CSR performance. The results indicate that the proportion of female board directors (PFBD) in Chinese firms is relatively small compared with the male. In other words, the boards members are predominantly male. The fixed effects model indicates that both the number and proportion of female directors are significant in influencing CSR performance. Surprisingly, we note that the average age of female board directors has a significant and negative impact on CSR performance. The results also indicate that the education level of the female director does play a significant role in CSR performance. This demonstrates that firms need to recruit educated board directors and with a right mix of age.
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