Antecedents ofhalalbrand personality

Abstract

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.

Halal Brand Personality and Brand Loyalty among Millenials Modest Fashion Consumers in Malaysia: A Conceptual Paper

“…However, both research implemented (Aaker, 1997) "Big Five" brand personality measurement. Ahmad (2015) argued that brand personality model should be revisited to include new dimension of Halal brand personality to support the development of Malaysia as a halal hub. One of the recommendation for future studies is to identify constructs that are closely related to Halal brand personality.…”

“…One of the recommendation for future studies is to identify constructs that are closely related to Halal brand personality. Addressing this gap, the researcher will adapt (Ahmad, 2015) Halal brand personality model and extend it to the concept of brand loyalty. Previous studies are illustrated in table 1.…”

Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen

“…Halal dapat menjadi faktor pembeda dan dengan mencari, menyoroti dan mengkomunikasikan sertifikasi Halal mungkin dapat memperluas ke pasar dunia (Rajagopal et al 2011). Perdagangan makanan halal telah meningkat pesat sementara semakin banyak negara telah mengadopsi Islamic Finance dalam sistem perbankan mereka (Ahmad 2014). Manfaat dari produk halal berpengaruh pada sikap dan perilaku konsumen dalam hal niat untuk membeli produk dan mereka bersedia membayar untuk produk halal (Aziz dan Chok 2013).…”

The Linking of Brand Personality, Trust, Attitude and Purchase Intention of Halal Cosmetic in Indonesia; A Conceptual Paper

“…Brand personality plays and important role in differentiating one brand from others in the eyes of consumers; in building a strong consumer brand relationship, tied with brand commitment, trust and loyalty.13 Consumer readily assign both positive and negative human characteristics to products, interact with brands as if they were people, especially when the brands are attached to meaningful products.14 Consumer often love and see their favorite brands as partners or friends since they rely on the brands comprised of trust-evoking trait inferences.14 Thus, when human characteristic can be applied to a particular brand and qualities of the brand match those personality traits, then consumers are more likely to be able to form a stronger connection with a brand.15 Specifying the personality of Halal brand assist consumer to make solid connection with the Halal brand and express their own or idealized self-trough the brand that they buy and use.11 Brand Personality constructs in this study is classified into Purity, Excitement, Safety, Sophistication and Righteousness. 16. Purity is related to the quality or condition of being pure and clean for the products and services; Excitement can be specified as the authentic advantage or excellence, while perceived excitement refers to the judgments of the whole quality and advantage or excellence of the product for intangible consumer service and their general opinions of the brand; Safety refers to consumer freedom from danger, injury and damage and to personal security; Sophistication is a process or change of an outcome from the simple or natural to the well-informed or cultural worldliness; Righteousness is in accordance with virtue or morality in Islamic perspective.16…”

“…It's seen by analysts as next in line for growth after the lucrative halal food and Islamic finance sector. 3 The halal word is derived from Arabic, and it refers to the Islamic belief, is applied by Muslims and it is defined as things of actions permitted by the Islamic law without punishment imposed on the doer, as it means being allowed or permitted by the Sharia law 4 . Indonesia, whose 87.18 per cent of its population is Muslim, is known as a country with the largest Muslim population in the world.…”