The Awareness of Islamic Branding among Modern Malay Muslim Women (MMW)

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.