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[Blog entry] Putting the halal into brands, or branding the halal?

[Blog entry] Putting the halal into brands, or branding the halal?

Wilson, Jonathan A.J. (2010) [Blog entry] Putting the halal into brands, or branding the halal? Oxford Global and Islamic Marketing Forum [Blog].

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Abstract

With halal, organisations either appear to see it as a brand component of sorts; or recognise that within it lies the potential to become a brand – both of which can help increase market share. In contrast, for Muslims, Halal is not merely a brand element. Instead, it is part of a belief system and moral code of conduct, integral in daily living. Current literature indicates literalist and uniform definitions of what is halal; largely housed within product marketing. However, the authors assert that Halal, as a concept, contains within it attributes which render it both a phenomenon and a noumenon.

Item Type: Article
Additional Information: [1] Contribution to blog - Oxford Global and Islamic Marketing Forum, Saïd Business School, University of Oxford, UK.
Uncontrolled Keywords: halal, branding, Islam, consumer behaviour, brand management
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 30 Oct 2016 20:00
URI: http://gala.gre.ac.uk/id/eprint/4641

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