MUSLIM CUSTOMERS’ COMMITMENT TOWARDS HALAL - LABELLED BRAND

Abstract

Despite it has been argued on the necessity to brand halal products according to the religious line, this paper argues that the utilization of Islamic elements in brand identity is significant to drive the Muslims’ commitment. This study investigates the effect of Islamic brand identity on Muslim customers’ commitment towards halal-labelled brand. Data were collected from a convenience sample of 221 Muslim customers, aged 18 and above, using an online questionnaire survey. The multiple regression analysis results reveal that Islamic suggestive brand name, direct brand logo and confrontation brand slogan significantly predict customer commitment towards halal-labelled brand. There is no significant effect of Islamic non-suggestive brand name and indirect brand logo on brand commitment. The results provide the necessity to employ Islamic brand identity in branding halal product. This study adds to the existing literature on the relevancy of Islamic brand identity as the key element to induce Muslims customer commitment towards halal-labelled brand and provide some new insight to assist the operators in the halal industry in designing the future branding direction and strategy.