| Autor: |
Russly Abdul Rahman, Nitty Hirawaty Kamarulzaman, Suhaimi Ab Rahman, Wan Rusni Wan Ismail, Mohhidin Othman |
| Rok vydání: |
2018 |
| Předmět: |
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| Zdroj: |
Proceedings of the 3rd International Halal Conference (INHAC 2016) ISBN: 9789811072567 |
| DOI: |
10.1007/978-981-10-7257-4_11 |
| Popis: |
Halal Malaysia brand (HMB) has become a symbol of trust and an importance cue for Halal purchase in Malaysia as it provides an indication that the product has not only met with a strict syariah regulation but the brand also helps to eliminate consumer’s doubt through its quality assurance system. However, it is still unclear to what extent consumers really rely on this cue during their purchase decision especially when the product itself is a familiar product or high tolerance product. On the other hand, it is also difficult to speculate on whether a product that carries ambiguous cue can be effectively marketed using HMB. This study will look into the impact of conflicting semiotic cues on whether the presences of HMB cue on these products are really matter. Hence, this research aims to facilitate our current understanding of HMB equity. This study is an exploratory in nature, thus a qualitative method was used to identify consumer’s reliance on HMB during their purchase. A total of 23 semi-structured interviews were carried out with Malay Muslim consumers. Visual aids consisting of various picture of products in the market that carry both familiar and ambiguous cues are chosen as a projective technique are used to aid the interview process. Findings from this study clearly showed that ambiguous semiotics cues emit a stronger signal than HMB cue and it also has a potential to overwrite HMB signal. Semiotic ambiguous cues also carry other negative association that caused for negative spillover that does not favoured towards HMB equity. Furthermore, brand equity evaluation using semiotics ambiguous cues also highlighted other underlying issues that have never been highlighted before and potentially jeopardize HMB equity in the future. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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