This article investigates the understanding of Islamic branding of products and services on modern Malay Muslim women (MMW). It is set against a significant phenomenon in Malaysia where modern MMW struggle with purchase decisions when faced with Islamic branding, a form of marketing in the Muslim world where Islamic symbolisms and values are conveyed through the marketing mix. This article aims to investigate the connection between halal marketed and the lifestyles of modern MMW. A total of 30 modern MMW in Kuala Lumpur were interviewed face-to-face using semi-structured interview method; in addition two focus groups were conducted in 2010. These participants were recruited through snowball sampling for two focus groups and 30 face-to-face interviews as data for this article. All participants were asked about Islamic branding and the following questions were posed; what did participants know about it; did they purchase products with that branding; and how they reconcile traditional Muslim values with modern lifestyle in their everyday routine. The findings show that Islamic branding especially products must have halal requirement, which it does affect modern MMW in their daily lives especially food purchases. The article emphasizes the importance and implications of halal certification in Islamic branding, consumer behavior, advertising and purchasing decision in Malaysia.
Alhabshi, S. O. (1994). Islamic Values: Its Universal Nature and Applicability. In S. O. Alhabshi & A. H. Ghazali (Eds.), Islamic values and management (pp. 7-21). Kuala Lumpur: Institute of Islamic Understanding Malaysia (IKIM).
Alserhan, B. A. (2010). Islamic Branding: A Conceptualization of Related Terms. The Journal of Brand Mangement, 18(1), 34-49.
Barletta, M. (2006). Marketing To Women: How to Increase Your Share of the World's Largest Market, 2nd éd. Chicago: Kaplan Business.
Boone, K., Vermeir, I., Bergeaud-Blackler, F., & Verbeke, W. (2001). Determinants of Halal Meat Consumption in France. British Food Journal, 109(5), 367-386.
Dusuki, A. W., & Abdullah, N. I. (2007). Why do Malaysian Customers Patronise Islamic Banks? [Journal]. International Journal of Bank Marketing, 25(3), 142-160.
El-Erian, M. A. (1986). Halal vs Haram: Behavioural Concepts in Islam. Australia: University Relation Unit, Flinders University, S. A. .
Fischer, J. (2007). Feeding Secularism: The Halal Market in London. Paper fremlagt ved Secularism and Beyond. Copenhagen, Denmark.
Fischer, J. (2008a) 'Cast the Net Wider': How a Vision of Global Halal Markets is Overcoming Network Envy (Vol. DIIS Working Papers; 28). Copenhagen: Danish Institute for International Studies.
Fischer, J. (2008b). Proper Islamc Consumption: Shopping Among the Malays in Modern Malaysia. USA: University of Hawaii Press.
Fishbein, M. (1980). A Theory of Reasoned Action: Some Application and Implications. Nebraska Symposium on Motivation, 27, 65-116.
Gerald, P., & Cunninghamm, J. B. (1997). Islamic Banking: A Study in Singapore. International Journal of Bank Marketing, 15(6), 204-216.
Gokariksel & McLarney, (2010). Muslim Women, Consumer Capitalism and the Islamic Culture Industry. Journal of Middle East Women's Studies, 6(3), 1-18.
Ha, C. L. (1998). The Theory of Reasoned Action Applied to Brand Loyalty. Journal of Product & Brand Management, 7(1), 51-61.
Haddah, Y. Y., & Lummis, A. T. (1987). Islamic Values in the United States. New York: Oxford University Press.
Halal Industry Development Corporation. (2013). Cerification - Malaysian Halal Logo. Retrieved 27 November 2008, from http://www.hdcglobal.com/portal/mainpage.php?module=Maklumat&kategori=49&id=269&papar=1&id2=4&menu=200
Haron, S., Ahmad, N., & Planisek, S. L. (1994). Bank Patronage Factors of Muslim and Non-Muslim Customers. Journal of Bank Marketing, 12(1), 32-40.
Jaya, P.P. & Singh, N. (2009). Outward FDI and Knowledge Flows:A Study of the Indian Automotive Sector. International Journal of Institution and Economies. 1(1, April 2009), 156-187.
Kvale, S. (1996). Interviews: An Introduction to Qualitative Research Interviewing. Thousand Oaks, Calif: Sage Publications.
Lombard, (2007). The Impact of the Brand Identity Strategy of a Customer Product on Consumer Perceptions. Thesis. Pretoria: University of Pretoria.
Nielsen, (2011). http://www.nielsen.com/us/en/insights/ news/2011/when-it-comes-to-spending-decisions-women-are-in-control.html
Norman, A. A., Md Nasir, M. H. N., & Azmi, M. (2008, 27-30 may 2008). RFID Tag for Halal Tracking in Malaysia. Paper presented at the 7th WSEAS International Conference on Telecommunications and Informatics (TELE-INFO'08), Istanbul, Turkey.
O'Guin, T. C., Allen, C. T., & Semenik, R. J. (2014). Advertising and Integrated Brand Promotion. USA: Thomson South-Western.
Pawlikowska, K. (2011). Marketing Addressed to Women. Women and Business, 19
(1-4), 60-73.
Rammal, H. G., & Zurbruegg, R. (2007). Awareness of Islamic Banking Products among Muslims. Journal of Financial Services Marketing, 12(1), 65-74.
Rice, W., & Al-Mossawi, M. (2002). The Implication of Islam for Advertising Messages. Journal of Euromarketing, 11(3), 71-96.
Shafie, S., & Osman, M. N. (2006). Halal Certification: An International Marketing Issues and Challenges. Retrieved from http://www.ctw-congress.de/ifsam/download/track_13/pap00226.pdf
Sharma, A., & Williams, A. (2006). Building an Islamic Brand - 21st Century Challenge. Retrieved November 2009 http://www.esomar.org
Sidin, S, Zawawi, D, Wong, F. Yee, Busu, R. & Hamzah, Z.L. (2004). The Effects of Sex Role Orientation on Family Purchase Decision Making in Malaysia. Journal of Consumer Marketing 21 (6), 381-390.
Strauss, A., & Corbin, J. (1990). Basic of Qualitative Research: Grounded Theory Procedures and Techniques. USA: Sage Publications, Inc.
Temporal, P. (2011). Islamic Branding and Marketing: Creating A Global Islamic Business. Singapore: John Wiley & Sons (Asia) Pte. Ltd.
Yahya, A.H. (2006). Political Economy of the Mass Media in Malaysia. Shah Alam: Pusat Penerbitan Universiti (UPENA), UiTM.
Hussin, R. (2017). The Awareness of Islamic Branding among Modern Malay Muslim Women (MMW). International Journal of Academic Research in Business and Social Sciences, 7(13), 63-74.
Copyright: © 2017 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
