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...

Full description

Saved in:

Bibliographic Details
Main Author:	Wan Ismail, Wan Rusni
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Halal food industry - Malaysia Muslims - Dietary laws
Online Access:	http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-upm-ir.85028
record_format	uketd_dc
spelling	my-upm-ir.850282021-12-31T01:53:50Z Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses 2019-06 Wan Ismail, Wan Rusni 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. Halal food industry - Malaysia Muslims - Dietary laws 2019-06 Thesis http://psasir.upm.edu.my/id/eprint/85028/ http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf text en public doctoral Universiti Putra Malaysia Halal food industry - Malaysia Muslims - Dietary laws Othman, Mohhidin
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Othman, Mohhidin
topic	Halal food industry - Malaysia Muslims - Dietary laws
spellingShingle	Halal food industry - Malaysia Muslims - Dietary laws Wan Ismail, Wan Rusni Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
description	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.
format	Thesis
qualification_level	Doctorate
author	Wan Ismail, Wan Rusni
author_facet	Wan Ismail, Wan Rusni
author_sort	Wan Ismail, Wan Rusni
title	Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
title_short	Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
title_full	Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
title_fullStr	Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
title_full_unstemmed	Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses
title_sort	antecedents of halal malaysia brand equity based on consumers’ explicit and implicit responses
granting_institution	Universiti Putra Malaysia
publishDate	2019
url	http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf
_version_	1747813515241979904

Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses

Similar Items