Purpose The purpose of this paper is to investigate the relationship between subjective norms (SNs), attitude (ATT) and perceived behavioral control (PBC) in predicting intention to choose halal-labeled products. Additionally, this research is an attempt to address the moderating influence of religiosity (RG) on relationship between theory of planned behavior constructs and halal purchase intention. Design/methodology/approach The data were collected through a survey. To find the factors that affect purchase intentions of Pakistani consumers regarding halal purchase intention partial least squares (PLS) path modeling has been used in the study. Findings The results state that TBP constructs, i.e. (ATT and PBC) have significant and positive and influence over halal purchase intentions. However, SN did not have positive and significant influence over halal purchase intention. Furthermore, no moderation effect of RG could be found in this study. Findings suggest that RG has not moderated the relationship between TBP constructs and halal purchase intention. Research limitations/implications This study has incorporated three antecedents of TBP. However, extended theory of planned behavior can also be tested to predict influence on consumer halal purchase intentions in Pakistan. Moreover, other variables, e.g. country of origin can also be added to examine the moderation effect on TBP constructs and halal purchase intention. Originality/value This research identifies the rationale behind internally perceived factors that influence purchasing halal product, it further adds to an understanding of content specific (halal products) purchase intention. The practical implications include the possible approaches that managers need to address while promoting Halal labels and this will influence marketing strategies in general and communications specifically.

No abstract

Access to this document was granted through an Emerald subscription provided by emerald-srm:198285 [] For AuthorsIf 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. AbstractPurpose -The purpose of this paper is to verify the consumer preference and choice behavior; also determine the speculative low loyalty behavior of consumers belonging to generation Y sub segmentadults (age 19-28) and their perceptions regarding various brands. Design/methodology/approach -Data were collected from 100 university students in Pakistan belonging to the age group 19-28 years old. The research was concentrated in the mobile phone service sector. Data analysis was conducted using statistical analysis software SPSS. Findings -The results indicate that stated preference set and actual choice behavior are dissimilar. The generation Y adults sub group contra-indicates loyalty characteristics as high in a developing market context against the established wisdom of low loyalty found in developed countries. The perceptual maps of brands indicate no distinct personality characteristics necessitating marketers to rethink their strategies in this service industry. Finally, this research reconciles the gap between loyalty, stated preference and distinctiveness of brand personalities. Research limitations/implications -One limitation pertains to the target segment of 19-28 years old. Future research could be expanded to other demographic segments and use other products and brands. Originality/value -The major contribution of this paper is that it will advance theory regarding generation-based characteristics to a less developed economy context by verifying theoretical proposition with regard to brand preferences and revealed brand choices. Second, marketers would be able to focus their promotions keeping in mind the perception and loyalty factors.

This study examines the human resource (HR) Professionals’ Effectiveness through the lensof HR Professionals’ Competencies and HR Professionals’ Willingness. The Human ResourceCompetency Study model is used in this research, which is modified to include ‘Willingness’as an important competency. Impact of HR Professionals’ Social (HRSC), HR Professionals’Technical Competencies (HRTC) and HR Professionals’ Willingness (HRPW) on HRProfessionals’ Effectiveness is measured. The study is undertaken using data drawn from theline managers of the largest bank among the privatized banks of Pakistan. It is hypothesizedthat all HR Professionals’ Competencies are equally and strongly related to HR Professionals’Effectiveness which is theoretically associated with organizational performance. The analysisreveals that the HR Professionals’ Competencies have a significant high correlation with HRProfessionals’ Effectiveness. However, this relationship is stronger for HRSC than HRTC orHRPW and within the sub constructs ‘Credible Activist’ has the stronger relationship contraryto our expectations. It is also concluded that the HR professionals’ of the bank are lackingthe competencies and hence have a negative impact on their effectiveness in the bankingsector of Pakistan. Keeping in mind the relationship between HR Professionals’ Effectivenessand organizational performance, the need to enhance HR Professionals’ Competencies ishighlighted.Keywords: HR Professionals’ Competencies; HR Professionals’ Effectiveness; Willingness;Bank.

Purpose The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP). Design/methodology/approach A literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications. Findings The findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy. Research limitations/implications The paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments. Originality/value The paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.