The market for Islam-compliant products is getting highly important, due to the high impact of religious obligation on Muslim consumer behaviour. No research is conducted on the question on how to create brand identity from a Muslim perspective in order to attract Muslim consumers. Therefore, this research aims to find a set of brand identity factors which can be used to create brands which are perceived as Islamic.
Based on relevant literature, eight factors were found to be relevant. This set of brand identity factors is verified through a mixed research approach. Interviews with experts on Islamic branding help to understand these brand identity factors from an expert point of view, whereas a survey verifies brand identity factors from
a consumer perspective.
Findings show that the tangible factor “Halal certificate” is the most important factor to perceive a brand as Islamic. Additionally, brand logo and brand name influence consumers’ perceptions. Intangible factors, such as brand values, brand origin and brand relationship, are also found to be important. Findings also show that
testimonials and brand slogan are not highly important.
Based on these findings, the Muslim Brand Identity Model has been developed which can be used to balance brand identity factors in order to create a successful brand. It can be recommended to brand managers, consultancies and advertising agencies to ensure that the brand is strictly following Islamic standards and regulations
in order to be successfully perceived as Islamic.
Table of Contents
1. Introduction
1.1 Importance of the topic
1.2 Aims and Objectives for the Dissertation
1.3 Topic Overview
1.4 Hypothesis
1.5 Summary
2. Contextual Background
2.1 Introduction
2.2 The influence of Islam on consumer behaviour
2.3 The concept of Halal
2.4 The consumer perspective
2.4.1 The “new” Muslim consumer perspective
2.4.2 The non-Muslim consumer perspective
2.5 Principles in Islamic branding and marketing
2.6 Conclusion
3. Literature Review
3.1 Introduction
3.2 Conceptual framework
3.3 Consumer Behaviour
3.3.1 Motivation
3.3.2 Perception
3.3.3 Attitudes
3.4 Brand Identity
3.4.1 Intangible brand identity factors
3.4.2 Tangible brand identity factors
3.5 Marketing communication
3.6 Conclusion
4. Methodology
4.1 Introduction
4.2 Research Philosophy and Design
4.3 Research Methods
4.4 Sampling
4.5 Questionnaire design
4.6 Piloting
4.7 Data Analysis
4.8 Reliability and Validity
4.9 Ethical Considerations
4.10 Research Limitations
4.11 Conclusion
5. Findings and Discussion
5.1 Introduction
5.2 Findings in Consumer Behaviour
5.3 Findings on Brand Identity
5.3.1 Brand origin
5.3.2 Brand values
5.3.3 Brand personality
5.3.4 Brand relationship
5.3.5 Brand logo
5.3.6 Brand name
5.3.7 Brand slogan
5.3.8 Testimonial
5.4 Conclusion
6. Conclusion and recommendations
6.1 Conclusion
6.2 Contribution to theory
6.3 Contribution to method
6.4 Contribution to practice
Research Objectives and Key Topics
This dissertation investigates a set of crucial brand identity factors that enable consumers to identify a brand as Islam-compliant, assessing perception differences between Muslim and non-Muslim consumers to inform the development of a model for successful Islamic branding.
- The influence of religious obligations on Muslim consumer behaviour.
- The Halal concept and its application beyond the food industry.
- Identification of tangible and intangible brand identity factors.
- Comparison of perceptions between Muslim and non-Muslim consumer segments.
- The development of a "Muslim Brand Identity Model" for marketing practice.
Excerpt from the Book
Brand origin
The country of origin effect and the cultural roots have been examined in a number of studies (Darrat, 2011). On one hand, Liefeld (2004) found that 88.8 % of respondents did not have an interest in finding out where a brand's origin was. This negative effect is supported, among others, by Samiee (2010). Therefore, Magnusson et al. (2011) conclude that consumers are often unfamiliar with the true origin and so it cannot be an important factor. On the other hand, research has found a significant influence on attitude (Häubl, 1996) and on consumer behaviour (Demirbag et al., 2010; Sharma, 2011) saying that, depending on the perception of the country's image, this might have an influence. Furthermore, it can be argued that, in the case of Halal products, consumers are interested in the origin of the resources purchased by a company (Thakor, Lavack, 2003). Temporal (2011) points out that, due to the high risk aversion, consumers are well informed and thus it is important to consider the image of the producing country and its strengths and weaknesses in producing a particular product (Ali, Wanwang, 2002). Boycotts of Danish milk-based products (e.g. Arla Foods) (Euronews.net, 2006) and US products (e.g. Coca Cola) (Spiegel.de, 2003) are examples where awareness of religious and political issues of the producing countries have affected behaviour. Therefore, it is highly important to consider the country of origin's image (Alserhan, 2010b).
Some Muslims believe that, due to the sensibility of Halal production, only Muslims should produce such products (Fischer, 2010). Wilson (2010) adds that mistrust remains, especially when the item is produced by large companies. Therefore, brand ownership (Thakor, Lavack, 2003) needs to be considered. In contrast, the Noor brand index (ogilvy.com, 2012) shows that non-Muslim brands such as Nestlé are leading in Halal production. However, it can be said that staff needs to comply with rules and values (Zakaria, Abdul-Talib, 2010) and should behave accordingly (Hassan et al., 2008).
Summary of Chapters
Chapter 1 Introduction: Outlines the significance of brand identity in the Muslim market and presents the aims, objectives, and research hypotheses.
Chapter 2 Contextual Background: Examines Islamic values, the Halal concept, and the nuances of Muslim and non-Muslim consumer perspectives.
Chapter 3 Literature Review: Provides a theoretical framework for intangible and tangible brand identity factors based on established branding concepts.
Chapter 4 Methodology: Explains the mixed-methods research design, including expert interviews and a consumer survey, justifying the approach taken.
Chapter 5 Findings and Discussion: Analyzes the survey data and interviews to evaluate how different factors influence brand perception.
Chapter 6 Conclusion and recommendations: Summarizes the contributions to theory and practice and provides strategic recommendations for marketers.
Keywords
Islamic Branding, Muslim Consumer Behaviour, Halal, Brand Identity, Brand Origin, Brand Values, Consumer Perception, Marketing Communication, Shariah, Brand Logo, Brand Relationship, Mixed Methods, Religious Obligation, Consumerism, Brand Personality.
Frequently Asked Questions
What is the core focus of this dissertation?
The dissertation explores how various brand identity factors—both tangible and intangible—influence how Muslim and non-Muslim consumers perceive a brand as being "Islamic" or Islam-compliant.
What are the primary themes addressed in the research?
Key themes include the impact of religious obligations on consumer behaviour, the comprehensive Halal concept, and the strategic design of brand identity elements like logos, names, and slogans to align with Islamic principles.
What is the ultimate objective of this study?
The primary aim is to identify a set of brand identity factors that help consumers identify a brand as Islamic and to use these findings to develop a "Muslim Brand Identity Model" for professional application.
What scientific methodology was employed?
The researcher utilized a mixed-methods approach, combining qualitative expert interviews with quantitative data gathered through an online survey of 519 respondents.
What does the main body of the work cover?
The main body integrates contextual background on Islam, a critical literature review of branding theories, detailed methodology, and an extensive analysis of findings regarding consumer behaviour and specific brand identity variables.
Which keywords best describe this research?
Essential keywords include Islamic Branding, Muslim Consumer Behaviour, Halal, Brand Identity, Consumer Perception, and Marketing Communication.
How does the Halal certification influence consumer perception?
The findings indicate that the Halal certificate is the most important tangible factor for Muslim consumers in identifying a brand as Islamic, serving as a vital cue for quality and assurance.
Do non-Muslim consumers react differently to Islamic branding?
Yes, while Muslim consumers are highly influenced by religious markers, non-Muslims often perceive Islamic brands through a lens of quality, ethics, and sustainability rather than religious compliance, though certain triggers (like heavy use of Arabic text or hijabs in testimonials) may lead to negative reactions in some cases.
What is the significance of the "Muslim Brand Identity Model" developed in this paper?
The model provides a strategic tool for brand managers and consultancies, offering a way to balance brand identity factors to successfully attract Muslim consumers while maintaining broader appeal.
- Arbeit zitieren
- Vedad Alihodzic (Autor:in), 2012, Brand Identity Factors: Developing a Successful Islamic Brand, München, GRIN Verlag, https://www.grin.com/document/196061
