[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].
Shaping_Halal_into_a_Brand-Wilson.pdf - Submitted Version
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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.
|Additional Information:|| 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 Groups:||Faculty of Business > Department of Marketing, Events & Tourism|
|Last Modified:||30 Oct 2016 20:00|
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