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...
| 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/ http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf |
| _version_ | 1848859973136678912 |
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| author | Wan Ismail, Wan Rusni |
| author_facet | Wan Ismail, Wan Rusni |
| author_sort | Wan Ismail, Wan Rusni |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T12:37:50Z |
| format | Thesis |
| id | upm-85028 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T12:37:50Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-850282021-12-31T01:53:50Z http://psasir.upm.edu.my/id/eprint/85028/ Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses 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. 2019-06 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf Wan Ismail, Wan Rusni (2019) Antecedents of halal Malaysia brand equity based on consumers’ explicit and implicit responses. Doctoral thesis, Universiti Putra Malaysia. 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 |
| title | 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_short | 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 |
| topic | Halal food industry - Malaysia Muslims - Dietary laws |
| url | http://psasir.upm.edu.my/id/eprint/85028/ http://psasir.upm.edu.my/id/eprint/85028/1/IPPH%202019%206%20-%20ir.pdf |