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Local food has gained popularity and has become one of the important core elements in the food an... more Local food has gained popularity and has become one of the important core elements in the food and tourism industry to market many tourism destinations around the world. Many studies have found that selling and serving local food, enables tourists to get connected to the local culture as well as the culinary taste and practice of people who live in a particular place or country. In the efforts of destination marketing by promoting local food as part of tourism experiences, proper planning and understanding on specific dishes or meals are vital and are often emphasized by relevant food and tourism related authorities. Moreover, the choice and selection of specific local dishes or meals provide tourists with a better understanding on the type of food and experience that they will encounter when traveling to a particular place or country. However, this exercise will at the same time, prevent the potential of some local foods to be discovered due to the idea of promoting only local food...
Previous studies on Halal logo only evolved around consumer’s decision making without considering... more Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheless, the Halal logo is representing the only Halal assurance system in Malaysia; hence it should also be recognized as an important brand representing Malaysia. However, there are issues and implications when a logo is view as a brand because all brands carry underlying commercial value or equity which requires constant maintenance because record shows that even strong brands could still plunge into a deep pit. All brands will experience the fluctuation of brand value or equity at some pointof their life span,however there is no study that looks into the actual value of Halal Malaysia brand (HMB) yet. The fluctuation should be expected for a brand that does not offer any tangible productsuc...
Journal of Islamic Marketing, 2020
Purpose Brand mere recognition is the fundamental step in brand awareness and the first hurdle th... more Purpose Brand mere recognition is the fundamental step in brand awareness and the first hurdle that any brand needs to achieve before brand equity can come into the picture. Thus, consumers’ ability to recognize a brand through its symbol or logo is very crucial and despite its significance, it is considered the lowest order in brand equity assessment but it reveals the initial clue on how well the brand is performing in the market. Therefore, the purpose of this study is to test how well consumers are able to identify the right Halal Malaysia brand (HMB) using Halal semiotic cues. Design/methodology/approach This study is an exploratory, based on a mixed method approach using qualitative and quasi-experimental design using the implicit association test (IAT) as the instrument. A total of 23 Malay Muslim consumers were involved in the first stage of the study carried out using a semi-structured interview. The second stage of this study was carried out using quasi-experimental design...
Journal of Islamic Marketing, 2018
Purpose The purpose of this paper is to investigate the extent and the impact of negative electro... more Purpose The purpose of this paper is to investigate the extent and the impact of negative electronic word of mouth (eWoM) on Muslim consumers’ tolerance and to look for evidence on whether it can pose threat to high-tolerance products and cause spillover effect on products in similar category. Design/methodology/approach This study used a qualitative method with purposive sampling, and data were collected from 23 Malay Muslim consumers using in-depth interviews. Findings Findings from this study clearly showed that consumers’ perception toward effected products can easily be distorted with negative claim which indicates that halal issues are very sensitive to Muslim consumers. The negative eWoM distorts consumers’ perception toward effected product and the effect was also found to escalate into other brands that share similar category as the effected products. Practical implications By examining the negative impact of eWoM, it validates the severe impact it has on Muslim consumers, ...
The importance of understanding target market is crucial for the survival of business. Marketers ... more The importance of understanding target market is crucial for the survival of business. Marketers and retailers put a lot of effort to understand how family arrived at their purchase decision because decisions in a family are not solely made by parents. Certain decisions, especially food-related decision are highly influenced by children and surprisingly parents sometime do not even realize it. This notion is supported by previous studies which suggest that level of influence children have in family decision is product related, for instance children exert high influence in low involvement product, which is less expensive such as food. Interestingly, teenagers' involvement was also found in high involvement product such as mobile phone. With very little evidence available on children's influence in Malaysia it is very difficult to determine the level of influence that Malaysian children have in their family decision making. In addition, there is no available data to ascertain teenagers' specific
Brand mere recognition is the fundamental step in the brand awareness and the first hurdle that a... more Brand mere recognition is the fundamental step in the brand awareness and the first hurdle that any brand need to achieved before brand equity can come into the picture. Thus, consumers’ ability to recognize brand through its symbol or logo is very crucial and despite of its significant it is considered to be the lowest order in brand equity assessment but it does reveal the initial clue on how well the brand is performing in the market. Consumers ability to recognized the right Halal logo is also important to protect themselves against false logo that still plaguing Malaysian market. Therefore, this study will test on how well consumers able to identify the right Halal Malaysia brand using Halal semiotic cues. This study is an exploratory in nature using true experimental design methodology and implicit association test (IAT) as the measurement tool. A total of 33 Malay Muslim respondents participated in this experiment where respondents are required to response to the stimulus tha...
Halal Malaysia brand (HMB) has become a symbol of trust and an importance cue for Halal purchase ... more 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 o...
![Research paper thumbnail of Halal issues in pastry and bakery products: the halal gatekeepers of bakery ingredients / Wan Rusni Wan Ismail... [et al.]](https://attachments.academia-assets.com/101208896/thumbnails/1.jpg)
](The bakery and pastry industry is one of the fastest growing “cottage” industries in Malaysia. Be... more The bakery and pastry industry is one of the fastest growing “cottage” industries in Malaysia. Being a Muslim-majority country, halal is a very important factor in securing the market share. Unlike other ready-to-eat products which ingredients come from raw materials, most ingredients and additives used in bakery and pastry industry are processed food components which raised the uncertainty on their halal status. Using qualitative semistructured interview, important findings have emerged pointing to somewhat serious issues pertaining to ambiguous ingredients in bakery and pastry application which requires immediate actions. A total of 12 pastry chefs were interviewed about their perception of the halal issue of baking ingredients. Results indicate strong awareness among the practitioners regarding the ambiguous ingredients in pastry and bakery products. However, the uncertainty and doubts of these ambiguous ingredients are often washed away by the trust they put in the ingredient’s ...
Malaysian Journal of Social Sciences and Humanities (MJSSH), 2021
In Malaysia, online food delivery service provider has experienced steady growth in term of the i... more In Malaysia, online food delivery service provider has experienced steady growth in term of the increasing numbers of companies offering this service. This study aims to analyze consumer purchase intention towards online food delivery service based on factors of control, convenience, needs for interaction, technology anxiety, and consumer satisfaction. Additionally, this study highlighted which service delivery provider that are more preferred by consumers and help to identify the actual demographic profile and market segments for this service. This research was carried out using a quantitative approach and data was collected using a questionnaire and distributed through an online platform. Purposive sampling was used with screening questions. Sample size was determined using power analysis with total number of 147 respondents were identified as the appropriate minimum sample size for this study. The findings indicate intention of using an online food delivery provider is strongly i...
The role of adolescents in family decision making related to food consumption in Malaysia has rec... more The role of adolescents in family decision making related to food consumption in Malaysia has received comparatively little or no attention by researchers although there were evidences of differences in influences found in other countries. This study addressed the research gap by testing adolescents' bilateral strategies in influencing their family decision using family power theory. A survey of 500 adolescents from urban area was conducted to investigate their influence based on their involvement in family consumer tasks. Key findings include strong relationship between perception of influence and rewards thus indicate the existence of strategies in adolescents influence attempt.
Procedia Economics and Finance, 2016
Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate t... more Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate the product or business is certified Halal by JAKIM. This is also an indication that the product or business is Shariah compliance. The issue of whether Halal Malaysia is logo or brand has not yet being highlighted in any previous study. However, discussion on Halal logo is more predominant where Halal logo was found to have a significant impact on consumer's decision making but such findings merely scratch the surface on the importance issues of Halal branding. Using the qualitative in-depth interview, different findings have emerged pointing to the serious issues in relation to Halal Malaysia brand equity that need to be rectified immediately. Such a problem has never been discussed before because previous findings showed that consumers possess strong awareness toward Halal logo and Halal logo itself has become the main cue that determine consumers final decision making. This has lead to an illusion of strong brand equity which concealed the hidden problem and without proper acknowledgement such problem can lead to serious complication for instance equity dilution. Indeed, Halal Malaysia from logo point of view is very important in determining consumer's awareness and recognition but the issue is only focusing on the surface. On the other hand, brand offer wider perspectives which focus more on the underlying problem or opportunity because brand has value that require constant audit and maintenance in order to ensure its survival.
The role of adolescents in family decision making related to food consumption in Malaysia has rec... more The role of adolescents in family decision making related to food consumption in Malaysia has received comparatively little or no attention by researchers although there were evidences of differences in influences found in other countries. This study addressed the research gap by testing adolescents' bilateral strategies in influencing their family decision using family power theory. A survey of 500 adolescents from urban area was conducted to investigate their influence based on their involvement in family consumer tasks. Key findings include strong relationship between perception of influence and rewards thus indicate the existence of strategies in adolescents influence attempt.
Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate t... more Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate the product or business is certified Halal by JAKIM. This is also an indication that the product or business is Shariah compliance. The issue of whether Halal Malaysia is logo or brand has not yet being highlighted in any previous study. However, discussion on Halal logo is more predominant where Halal logo was found to have a significant impact on consumer's decision making but such findings merely scratch the surface on the importance issues of Halal branding. Using the qualitative in-depth interview, different findings have emerged pointing to the serious issues in relation to Halal Malaysia brand equity that need to be rectified immediately. Such a problem has never been discussed before because previous findings showed that consumers possess strong awareness toward Halal logo and Halal logo itself has become the main cue that determine consumers final decision making. This has lead to an illusion of strong brand equity which concealed the hidden problem and without proper acknowledgement such problem can lead to serious complication for instance equity dilution. Indeed, Halal Malaysia from logo point of view is very important in determining consumer's awareness and recognition but the issue is only focusing on the surface. On the other hand, brand offer wider perspectives which focus more on the underlying problem or opportunity because brand has value that require constant audit and maintenance in order to ensure its survival.
Local food has gained popularity and has become one of the important core elements in the food an... more Local food has gained popularity and has become one of the important core elements in the food and tourism industry to market many tourism destinations around the world. Many studies have found that selling and serving local food, enables tourists to get connected to the local culture as well as the culinary taste and practice of people who live in a particular place or country. In the efforts of destination marketing by promoting local food as part of tourism experiences, proper planning and understanding on specific dishes or meals are vital and are often emphasized by relevant food and tourism related authorities. Moreover, the choice and selection of specific local dishes or meals provide tourists with a better understanding on the type of food and experience that they will encounter when traveling to a particular place or country. However, this exercise will at the same time, prevent the potential of some local foods to be discovered due to the idea of promoting only local food...
Previous studies on Halal logo only evolved around consumer’s decision making without considering... more Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheless, the Halal logo is representing the only Halal assurance system in Malaysia; hence it should also be recognized as an important brand representing Malaysia. However, there are issues and implications when a logo is view as a brand because all brands carry underlying commercial value or equity which requires constant maintenance because record shows that even strong brands could still plunge into a deep pit. All brands will experience the fluctuation of brand value or equity at some pointof their life span,however there is no study that looks into the actual value of Halal Malaysia brand (HMB) yet. The fluctuation should be expected for a brand that does not offer any tangible productsuc...
Journal of Islamic Marketing, 2020
Purpose Brand mere recognition is the fundamental step in brand awareness and the first hurdle th... more Purpose Brand mere recognition is the fundamental step in brand awareness and the first hurdle that any brand needs to achieve before brand equity can come into the picture. Thus, consumers’ ability to recognize a brand through its symbol or logo is very crucial and despite its significance, it is considered the lowest order in brand equity assessment but it reveals the initial clue on how well the brand is performing in the market. Therefore, the purpose of this study is to test how well consumers are able to identify the right Halal Malaysia brand (HMB) using Halal semiotic cues. Design/methodology/approach This study is an exploratory, based on a mixed method approach using qualitative and quasi-experimental design using the implicit association test (IAT) as the instrument. A total of 23 Malay Muslim consumers were involved in the first stage of the study carried out using a semi-structured interview. The second stage of this study was carried out using quasi-experimental design...
Journal of Islamic Marketing, 2018
Purpose The purpose of this paper is to investigate the extent and the impact of negative electro... more Purpose The purpose of this paper is to investigate the extent and the impact of negative electronic word of mouth (eWoM) on Muslim consumers’ tolerance and to look for evidence on whether it can pose threat to high-tolerance products and cause spillover effect on products in similar category. Design/methodology/approach This study used a qualitative method with purposive sampling, and data were collected from 23 Malay Muslim consumers using in-depth interviews. Findings Findings from this study clearly showed that consumers’ perception toward effected products can easily be distorted with negative claim which indicates that halal issues are very sensitive to Muslim consumers. The negative eWoM distorts consumers’ perception toward effected product and the effect was also found to escalate into other brands that share similar category as the effected products. Practical implications By examining the negative impact of eWoM, it validates the severe impact it has on Muslim consumers, ...
The importance of understanding target market is crucial for the survival of business. Marketers ... more The importance of understanding target market is crucial for the survival of business. Marketers and retailers put a lot of effort to understand how family arrived at their purchase decision because decisions in a family are not solely made by parents. Certain decisions, especially food-related decision are highly influenced by children and surprisingly parents sometime do not even realize it. This notion is supported by previous studies which suggest that level of influence children have in family decision is product related, for instance children exert high influence in low involvement product, which is less expensive such as food. Interestingly, teenagers' involvement was also found in high involvement product such as mobile phone. With very little evidence available on children's influence in Malaysia it is very difficult to determine the level of influence that Malaysian children have in their family decision making. In addition, there is no available data to ascertain teenagers' specific
Brand mere recognition is the fundamental step in the brand awareness and the first hurdle that a... more Brand mere recognition is the fundamental step in the brand awareness and the first hurdle that any brand need to achieved before brand equity can come into the picture. Thus, consumers’ ability to recognize brand through its symbol or logo is very crucial and despite of its significant it is considered to be the lowest order in brand equity assessment but it does reveal the initial clue on how well the brand is performing in the market. Consumers ability to recognized the right Halal logo is also important to protect themselves against false logo that still plaguing Malaysian market. Therefore, this study will test on how well consumers able to identify the right Halal Malaysia brand using Halal semiotic cues. This study is an exploratory in nature using true experimental design methodology and implicit association test (IAT) as the measurement tool. A total of 33 Malay Muslim respondents participated in this experiment where respondents are required to response to the stimulus tha...
Halal Malaysia brand (HMB) has become a symbol of trust and an importance cue for Halal purchase ... more 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 o...
The bakery and pastry industry is one of the fastest growing “cottage” industries in Malaysia. Be... more The bakery and pastry industry is one of the fastest growing “cottage” industries in Malaysia. Being a Muslim-majority country, halal is a very important factor in securing the market share. Unlike other ready-to-eat products which ingredients come from raw materials, most ingredients and additives used in bakery and pastry industry are processed food components which raised the uncertainty on their halal status. Using qualitative semistructured interview, important findings have emerged pointing to somewhat serious issues pertaining to ambiguous ingredients in bakery and pastry application which requires immediate actions. A total of 12 pastry chefs were interviewed about their perception of the halal issue of baking ingredients. Results indicate strong awareness among the practitioners regarding the ambiguous ingredients in pastry and bakery products. However, the uncertainty and doubts of these ambiguous ingredients are often washed away by the trust they put in the ingredient’s ...
Malaysian Journal of Social Sciences and Humanities (MJSSH), 2021
In Malaysia, online food delivery service provider has experienced steady growth in term of the i... more In Malaysia, online food delivery service provider has experienced steady growth in term of the increasing numbers of companies offering this service. This study aims to analyze consumer purchase intention towards online food delivery service based on factors of control, convenience, needs for interaction, technology anxiety, and consumer satisfaction. Additionally, this study highlighted which service delivery provider that are more preferred by consumers and help to identify the actual demographic profile and market segments for this service. This research was carried out using a quantitative approach and data was collected using a questionnaire and distributed through an online platform. Purposive sampling was used with screening questions. Sample size was determined using power analysis with total number of 147 respondents were identified as the appropriate minimum sample size for this study. The findings indicate intention of using an online food delivery provider is strongly i...
The role of adolescents in family decision making related to food consumption in Malaysia has rec... more The role of adolescents in family decision making related to food consumption in Malaysia has received comparatively little or no attention by researchers although there were evidences of differences in influences found in other countries. This study addressed the research gap by testing adolescents' bilateral strategies in influencing their family decision using family power theory. A survey of 500 adolescents from urban area was conducted to investigate their influence based on their involvement in family consumer tasks. Key findings include strong relationship between perception of influence and rewards thus indicate the existence of strategies in adolescents influence attempt.
Procedia Economics and Finance, 2016
Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate t... more Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate the product or business is certified Halal by JAKIM. This is also an indication that the product or business is Shariah compliance. The issue of whether Halal Malaysia is logo or brand has not yet being highlighted in any previous study. However, discussion on Halal logo is more predominant where Halal logo was found to have a significant impact on consumer's decision making but such findings merely scratch the surface on the importance issues of Halal branding. Using the qualitative in-depth interview, different findings have emerged pointing to the serious issues in relation to Halal Malaysia brand equity that need to be rectified immediately. Such a problem has never been discussed before because previous findings showed that consumers possess strong awareness toward Halal logo and Halal logo itself has become the main cue that determine consumers final decision making. This has lead to an illusion of strong brand equity which concealed the hidden problem and without proper acknowledgement such problem can lead to serious complication for instance equity dilution. Indeed, Halal Malaysia from logo point of view is very important in determining consumer's awareness and recognition but the issue is only focusing on the surface. On the other hand, brand offer wider perspectives which focus more on the underlying problem or opportunity because brand has value that require constant audit and maintenance in order to ensure its survival.
The role of adolescents in family decision making related to food consumption in Malaysia has rec... more The role of adolescents in family decision making related to food consumption in Malaysia has received comparatively little or no attention by researchers although there were evidences of differences in influences found in other countries. This study addressed the research gap by testing adolescents' bilateral strategies in influencing their family decision using family power theory. A survey of 500 adolescents from urban area was conducted to investigate their influence based on their involvement in family consumer tasks. Key findings include strong relationship between perception of influence and rewards thus indicate the existence of strategies in adolescents influence attempt.
Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate t... more Halal logo is the most common graphic mark use for Halal Malaysia which is a symbol to indicate the product or business is certified Halal by JAKIM. This is also an indication that the product or business is Shariah compliance. The issue of whether Halal Malaysia is logo or brand has not yet being highlighted in any previous study. However, discussion on Halal logo is more predominant where Halal logo was found to have a significant impact on consumer's decision making but such findings merely scratch the surface on the importance issues of Halal branding. Using the qualitative in-depth interview, different findings have emerged pointing to the serious issues in relation to Halal Malaysia brand equity that need to be rectified immediately. Such a problem has never been discussed before because previous findings showed that consumers possess strong awareness toward Halal logo and Halal logo itself has become the main cue that determine consumers final decision making. This has lead to an illusion of strong brand equity which concealed the hidden problem and without proper acknowledgement such problem can lead to serious complication for instance equity dilution. Indeed, Halal Malaysia from logo point of view is very important in determining consumer's awareness and recognition but the issue is only focusing on the surface. On the other hand, brand offer wider perspectives which focus more on the underlying problem or opportunity because brand has value that require constant audit and maintenance in order to ensure its survival.