Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
Halal Malaysia brand does not represent a specific brand instead it can be found on various product packages due to its roles as the third party endorser. This has placed Halal Malaysia brand in the risk of equity dilution due to the sensitive nature of Halal issues to Muslim con...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf |
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| Summary: | Halal Malaysia brand does not represent a specific brand instead it can be found on
various product packages due to its roles as the third party endorser. This has placed Halal
Malaysia brand in the risk of equity dilution due to the sensitive nature of Halal issues to Muslim
consumers and the volatility of manufacturers’ commitment towards maintaining Halal standard as
required by JAKIM. However, the evidence on the effectiveness of Halal Malaysia is unclear
as to date there are evidences that pointed out that this brand suffers from various setback
including issues related to the negative publicities and brand recognition. For the
purpose of this study evaluation of Halal Malaysia brand was carried out using customer based
brand equity evaluation as it allows for the brand equity to be investigated from various
perspectives. The current study was carried out using mixed method approach based on
consumers explicit and implicit responses. Qualitative semi structured interview was carried out
to determine consumer’s explicit response and quantitative research using implicit association test
instrument was also carried out to determine Halal Malaysia equity based on consumer’s
implicit association. Findings showed that consumers possessed fixed mindsets which influence how
they evaluate Halal Malaysia brand. This has resulted that in certain products being perceived as
low tolerance which makes Halal Malaysia cue on the products to be considered as
negligible cues. Furthermore, these products also can potentially undermine the
credibility of Halal Malaysia as consumers faced difficulties to associate these products with
Halal, hence the presence of Halal Malaysia is viewed as either fake or JAKIM has involved in some
sort of unlawful activity and awarded the endorsement illegally. Hence, it is crucial for
Halal Malaysia brand proprietor to use a different approach in promoting this brand and the
new direction should focuses on devising better strategies in the way information is disseminated
which emphasizes more on educating
consumers through brand knowledge. |
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