Abstract

The purpose of this paper is to introduce h. al¯al logo as a new marketing paradigm, which marketers use as a means of distinguishing their products and services in the competitive environment. This research aims to show the importance of education and training in the area of h. al¯al and encouraging scientific societies as well as industry players for further research on the subject. We examine whether customers look for the h. al¯al logo when purchasing products and services or whether know about the owner of the logo. We also study the dimensions on which these products and services are considered as h.al¯al. The study employs applied research and survey technique on a sample of 385 respondents who had the experience of traveling to a foreign country, using random selection and conducting structural equations modeling. The findings show that awareness about h. al¯al, level of commitment to religious rituals, marketing concept, h. al¯al certification and the true meaning of h. al¯al are considerable factors affecting the Iranian customers’ understanding towards h. al¯al logo and Islamic brands. Iranian customers are not sufficiently exposed to h.al¯al logo and h. al¯al brands through marketing communications, while to enhance h. al¯al product and services, it is necessary to make increased use of marketing and branding strategies. This research provides a model that marketers need to consider when presenting their products as an Islamic brand, as it shows the dimensions of understanding and awareness of Iranian customers towards h.al¯al. Evidently, it requires cooperation among Islamic cooperation organization (an authority in issuing h. al¯al logo on brands in Iran), standard organization, and brand owners.

Keywords

Islamic Marketing, H. al¯al Brand, Islamic Brand, H. al¯al Certification