MNCs and religious influences in global markets: drivers of consumer-based halal brand equity

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dc.contributor.authorMuhammad Mohsin, Butt
dc.contributor.authorRose, Susan
dc.contributor.authorWilkins, Stephen
dc.contributor.authorUl Haq, Junaid
dc.date.accessioned2023-05-09T11:39:56Z
dc.date.available2023-05-09T11:39:56Z
dc.date.issued2017
dc.description.abstractPurpose Multinational corporations (MNCs) that want to compete in markets worldwide should not underestimate the influences of religion on consumer demand. Almost one quarter of the world’s population is Muslim so it is important for MNCs to get into the Muslim mind set when operating in countries where Islam has a large influence. The purpose of this paper is to assess the extent to which consumer-based brand equity in a religious market results from the psychological and behavioural characteristics of consumers rather than from product characteristics. Design/methodology/approach A quantitative survey method was adopted, using a total sample of 551 Muslim consumers in Malaysia and Pakistan. A holistic model conceptualising three potential psychological and behavioural predictors of consumer-based halal brand equity (CBHBE) was created and then tested using structural equation modelling. Findings The strength of an individual’s religious identity was found to be a strong predictor of consumer halal choice behaviour and perceived self-expressive religious benefits. Consumers’ halal choice behaviour and perceived self-expressive benefits directly predict CBHBE. Moreover, consumer halal choice behaviour partially mediates the relationship between self-expressive benefits and CBHBE. Practical implications The authors conclude that firms targeting Muslim consumers can maximise CBHBE by focussing their marketing strategies on the three psychological and behavioural constructs identified in the model. For example, by using halal certification logos and providing convincing information about the halalness of their brand, businesses can facilitate Muslim consumers’ search processes in relation to their choice behaviour. Originality/value The study contributes to the existing international branding literature in two main ways. First, it introduces and defines the concept of CBHBE. Second, it identifies and empirically validates the important psychological and behavioural predictors of CBHBE.en_US
dc.identifier.citationButt, M.M., Rose, S., Wilkins, S., & ul-Haq, J. (2017), MNCs and religious influences in global markets: drivers of consumer-based halal brand equity. International Marketing Review, 34(6), 885-908.en_US
dc.identifier.issn0265-1335
dc.identifier.urihttps://bspace.buid.ac.ae/handle/1234/2238
dc.language.isoenen_US
dc.publisherEmerald
dc.relation.ispartofInternational Marketing Review
dc.relation.urihttps://doi.org/10.1108/IMR-12-2015-0277
dc.subjectbrand equityen_US
dc.subjectreligionen_US
dc.subjectconsumer behaviouren_US
dc.subjectmultinational companiesen_US
dc.subjectmuslim consumersen_US
dc.subjectreligious marketingen_US
dc.subjecthalal marketsen_US
dc.subjectconsumer-based halal brand equityen_US
dc.titleMNCs and religious influences in global markets: drivers of consumer-based halal brand equityen_US
dc.typeArticleen_US
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