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Article
Publication date: 22 May 2020

Afzaal Ali, Mehkar Sherwani, Adnan Ali, Zeeshan Ali and Mariam Sherwani

This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less…

3327

Abstract

Purpose

This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less explored field of halal brand products – halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Second, the present research is an effort to empirically validate the interrelationships among branding constructs such as brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty in a holistic framework to confirm whether these branding constructs also work for the halal brand in the same way to gauge Chinese Muslims consumers’ purchasing intentions.

Design/methodology/approach

This research used cross-sectional data from 481 Chinese Muslim students at 9 universities located in 3 cities of China through face-to-face and online survey methods. Data were collected from the consumers of halal milk brand. A theoretical model with the hypothesized relationships was tested with the help of the structural equation modelling procedure.

Findings

The results suggest that halal brand image has a significant and positive influence on the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Similarly, the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty significantly influence consumer halal brand purchase intention.

Research limitations/implications

This study is conducted in the halal food sector of China and specific religious and migration contexts. Further investigations of the halal food purchasing behaviour of local Muslims, as well as international Muslim students in those Western countries which are famous destinations for international students for education, could yield varying results.

Practical implications

The outcomes achieved are helpful for commerce and government organizations for policy development to better meet the burgeoning demand for halal products by Chinese Muslims. These are also very helpful for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries such as China.

Originality/value

Studies on understanding Muslim consumers’ purchasing behaviours in non-Muslim countries are limited. Given the fact, numbers of Muslims seem a smaller amount of China’s total population, but their total numbers are large compared with total numbers in many Muslim countries. Therefore, understanding their purchasing behaviours for halal products and influential determinants concerning such purchasing behaviours adds to the literature and helps the industry to better serve and capitalise on the growing market.

Details

Journal of Islamic Marketing, vol. 12 no. 7
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 6 March 2017

Afzaal Ali, Guo Xiaoling, Mehkar Sherwani and Adnan Ali

The purpose of this paper is to investigate the determinants of Halal meat consumption within international Muslim students’ population in China using the theory of planned…

2810

Abstract

Purpose

The purpose of this paper is to investigate the determinants of Halal meat consumption within international Muslim students’ population in China using the theory of planned behaviour as a conceptual framework. The role of self-identity (SI) as a Muslim, dietary acculturation (DA) in the host culture, moral obligation (MO) to purchase Halal meat and trust on the authenticity of Halal meat is explored.

Design/methodology/approach

Cross-sectional data were collected through a questionnaire survey with 436 international Muslim students mainly originating from Muslim countries and currently studying in China. Data were analysed by stepwise multiple regression analyses to test the model and the moderating effects of SI, DA, MO and trust on behavioural intention.

Findings

The results indicate that a positive personal attitude towards the consumption of Halal meat, personal conviction and the perceived control over consuming Halal meat predict the intention to eat Halal meat among Muslims.

Research limitations/implications

Limitations include the use of a snow-ball sampling technique and the focus on only four individual characteristics related to religious food consumption, namely, SI, DA, MO and trust.

Practical implications

Practical implications extend to dealing with food policymakers and food marketing managers in companies who might pursue identity-, acculturation-, MO- and trustworthiness-related strategies in their distribution and communication efforts targeted at the growing local as well as international market of Halal food.

Originality/value

This study is one of the first studies investigating the determinants of Halal meat consumption among international Muslim students in China and a first application of the theory of planned behaviour-related religious food consumption context by considering four individual characteristics, namely, SI, DA, MO and trust.

Details

British Food Journal, vol. 119 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 January 2018

Adnan Ali, Afzaal Ali, Guo Xiaoling, Mehkar Sherwani and Sikander Hussain

The purpose of this paper is to investigate the determinants of halal meat consumption within the population of Chinese Muslims in China using the theory of planned behaviour…

2456

Abstract

Purpose

The purpose of this paper is to investigate the determinants of halal meat consumption within the population of Chinese Muslims in China using the theory of planned behaviour (TPB) as a conceptual framework. The role of self-identity as a Muslim, dietary acculturation in the host culture, moral obligation to purchase halal meat and trust on the authenticity of halal meat are explored.

Design/methodology/approach

Cross-sectional data were collected through a survey with 378 Chinese Muslims, currently living in Beijing and Xian cities. Data were analysed by means of correlations and stepwise multiple regressions to test the model and the moderating effects of self-identity, dietary acculturation, moral obligation and trust on behavioural intention.

Findings

A positive personal attitude towards the consumption of halal meat, personal conviction, motivation to comply, perceived control over consuming halal meat and perceived availability of halal meat predict the intention to eat halal meat among Chinese Muslims.

Research limitations/implications

Limitations include the focus on only four individual characteristics related to religious food consumption, namely, self-identity, dietary acculturation, moral obligation and trust. Additional individual characteristics such as individualism-collectivism and involvement or values could improve the predictive power of the model.

Practical implications

Practical implications extend to food marketers and food policy decision-makers who might pursue identity, acculturation, trustworthiness and moral obligation-related strategies in their distribution and communication efforts targeted at the growing halal food market segments across China and worldwide.

Originality/value

The current study addresses the important limitation of previous studies regarding the inclusion of additional possible individual characteristics such as moral obligation and trust in the TPB model to investigate the determinants of halal meat consumption within a food-religion context.

Details

British Food Journal, vol. 120 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 October 2018

Mehkar Sherwani, Afzaal Ali, Adnan Ali and Sikander Hussain

The purpose of this study is to investigate the determinants of halal meat consumption within a Turkish Muslim migration population in Germany using the theory of planned…

1112

Abstract

Purpose

The purpose of this study is to investigate the determinants of halal meat consumption within a Turkish Muslim migration population in Germany using the theory of planned behaviour (TPB) as a conceptual framework. The role of self-identity as a Muslim, dietary acculturation in the host culture, moral obligation to purchase halal food and trust on the authenticity of available halal food are explored.

Design/methodology/approach

A quantitative cross-sectional survey design for the current study was adopted. Purposive sampling through self-administered questionnaires was used to collect data from 517 Muslim consumers originated from Turkey and currently living in Germany. The analysis includes exploratory factor analysis, means scores, linear correlation and multiple regressions to examine the determinants of halal meat consumption.

Findings

A positive personal attitude towards the consumption of halal meat, motivation to comply with the opinion of important persons and institutions and the perceived control over consuming halal meat predict the intention to eat halal meat among Muslims.

Research limitations/implications

This study used self-identity, dietary acculturation, trust and moral obligation as moderator variables. Future research should also examine the moderating effects of values such as individualism/collectivism and materialism and demographic factors such as age, country of origin, education level and income level to increase the predictive power of the current TPB model.

Practical implications

Practical implications can be extended to those policymakers, marketing managers and advertising agencies dealing with food-related products. They can pursue strategies based on religious self-identity, dietary acculturation, trustworthiness and moral obligation factors in their distribution and communication efforts targeted at the growing local and international market of halal food.

Originality/value

This is one of the few studies investigating the determinants of halal meat consumption in a Muslim population in Germany using the TPB within a food, religion and migration context.

Details

Journal of Islamic Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 14 February 2018

Afzaal Ali, Guo Xiaoling, Mehkar Sherwani and Adnan Ali

The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of…

6020

Abstract

Purpose

The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention.

Design/methodology/approach

A theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand.

Findings

The empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention.

Research limitations/implications

The Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products.

Practical implications

The findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins.

Originality/value

Although previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.

Details

Management Decision, vol. 56 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 3 June 2021

Reezlin Abdul Rahman, Mohd Salehuddin Mohd Zahari, Mohd Hafiz Hanafiah and Mohd Nor Mamat

The available research works dealing with Halal food are centrally concerned with the Halal certification, logistics, export market, consumer awareness and business ethics with…

Abstract

Purpose

The available research works dealing with Halal food are centrally concerned with the Halal certification, logistics, export market, consumer awareness and business ethics with minimal study explores Muslim consumers’ purchase behaviour of Syubhah semi-processed food. The purpose of this study is to investigate the relationship between Muslim consumers’ knowledge on the wholesomeness, labelling, trust and purchase behaviour of Syubhah semi-processed food.

Design/methodology/approach

The study respondents are Muslim consumers in the semi and rural areas. Through a self-administered survey, 780 usable responses were successfully collected. The study hypotheses were analysed using the partial least squares structural equation modelling. Mediation analyses were conducted, focusing on the effect of trust on the relationship between consumer knowledge on the wholesomeness, labelling and purchase behaviour of Syubhah semi-processed food.

Findings

This study confirms that lack of knowledge on the wholesomeness and labelling among the semi and rural Muslim consumers influences them to purchase the Syubhah semi-processed food. Trust significantly plays a significant mediation role on the consumer Syubhah semi-processed food purchase behaviour.

Originality/value

This study confirms there is lack of knowledge among the semi and rural Muslim consumers on Syubhah semi-processed food. Such pessimistic indications of Syubhah food products carry varying consequences and implications for Muslim consumers, Halal food producers and the relevant religious authorities.

Details

Journal of Islamic Marketing, vol. 13 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

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