Abstract
The purpose of this paper is to introduce h. al¯al logo as a new marketing
paradigm, which marketers use as a means of distinguishing their products and
services in the competitive environment. This research aims to show the importance
of education and training in the area of h. al¯al and encouraging scientific societies as
well as industry players for further research on the subject. We examine whether
customers look for the h. al¯al logo when purchasing products and services or whether
know about the owner of the logo. We also study the dimensions on which these
products and services are considered as h.al¯al. The study employs applied research
and survey technique on a sample of 385 respondents who had the experience of
traveling to a foreign country, using random selection and conducting structural
equations modeling. The findings show that awareness about h. al¯al, level of commitment to religious rituals, marketing concept, h. al¯al certification and the true meaning
of h. al¯al are considerable factors affecting the Iranian customers’ understanding towards h. al¯al logo and Islamic brands. Iranian customers are not sufficiently exposed
to h.al¯al logo and h. al¯al brands through marketing communications, while to enhance
h. al¯al product and services, it is necessary to make increased use of marketing and
branding strategies. This research provides a model that marketers need to consider
when presenting their products as an Islamic brand, as it shows the dimensions
of understanding and awareness of Iranian customers towards h.al¯al. Evidently,
it requires cooperation among Islamic cooperation organization (an authority in
issuing h. al¯al logo on brands in Iran), standard organization, and brand owners.
Yasaman Giyahi , Vahid Khashei Varnamkhasti. (2019) Iranian Customers’ Understanding towards H. al¯al Logo and Islamic Brands, Journal of Islamic Business and Management, Vol ume 9, Issue 2.
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