The Impact of Sharia Compliant Logo on Product Quality Perceptions
Keywords:
Shariah compliant Logo; Consumer Knowledge; Perceived Product Quality; Islamic Marketing; Food Packaging.
Abstract
Extrinsic cues displayed on the product packaging play an important role in the perception formation of consumer before the actual consumption. The logo showing the compliance of the products with Shariah laws in basically the Halal logo which is an important extrinsic cue. Among the extrinsic cues, Shariah compliant Logo is one the emerging concept in the field of consumer behavior. This study aims to analyze the moderating role of consumer knowledge on the nexus of Shariah compliant logo and perceived product quality. Using Mall intercept method, data has been collected from 504 respondents in Rawalpindi and Islamabad. Data has been analyzed using Smart PLS. Finding shows a significant and positive relationship between Shariah compliant logo and perceived product quality. However, there is no moderating role of consumer knowledge in this nexus. It can be concluded that Shariah compliant logo is considered a quality measure among the sampled consumers. These results are helpful for policy makers in marketing to develop research based marketing strategies. The finding of the study also helps to understand and extend extrinsic cues as it improves the perception of consumer about product quality which was overlooked previously. This study extends the literature of Islamic Marketing by providing empirical evidence on Shariah compliant logo as a quality perception.
References
References
Ab Talib, M. S., & Johan, M. R. M. (2012). Issues in Sharia compliant packaging: a conceptual paper. International Business and Management, 5(2), 94-98.
Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of consumer research, 27(2), 123-156.
Ambali, A. R., & Bakar, A. N. (2014). People's awareness on Sharia compliant foods and products: potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25.
Anam, J., Sany Sanuri, B. M. M., & Ismail, B. L. O. (2018). Conceptualizing the relation between Sharia compliant logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing.
Argo, J. J., & White, K. (2012). When do consumers eat more? The role of appearance self-esteem and food packaging cues. Journal of Marketing, 76(2), 67-80.
Ayyub, R. M. (2015). Exploring perceptions of non-Muslims towards Sharia compliant foods in UK. British Food Journal, 117(9), 2328-2343.
Azam, A. (2016). An empirical study on non-Muslim’s packaged Sharia compliant food manufacturers: Saudi Arabian consumers’ purchase intention. Journal of Islamic Marketing, 7(4), 441-460.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Chiou, J. s. (2003). The impact of country of origin on pretrial and posttrial product evaluations: The moderating effect of consumer expertise. Psychology & Marketing, 20(10), 935-954.
Demirci, M. N., Soon, J. M., & Wallace, C. A. (2016). Positioning food safety in Sharia compliant assurance. Food Control, 70, 257-270.
Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: a general analytical framework using moderated path analysis. Psychological methods, 12(1), 1.
Ergin, E. A., Akbay, H. O., & Ozsacmaci, B. (2014). Insights into Consumer Preference of Foreign Brand Names: Reality or Myth? International Journal of Marketing Studies, 6(4), 157.
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. (2010). Non-Muslims’ awareness of Sharia compliant principles and related food products in Malaysia. International Food Research Journal, 17(3), 667-674.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hayeemad, M., Jaroenwanit, P., & Khamwon, A. (2015). Brand Tribalism, Brand Relationships, and Sharia compliant Brand Equity: A Study in Muslim Consumers. The Macrotheme Review, 4(2), 90-101.
Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism: Routledge.
Hussain, I., Rahman, S. U., Zaheer, A., & Saleem, S. (2016). Integrating factors influencing consumers’ Sharia compliant Products purchase: Application of theory of reasoned action. Journal of international food & agribusiness marketing, 28(1), 35-58.
Ismail, W. R. W., Othman, M., Rahman, R. A., Kamarulzaman, N. H., & Rahman, S. A. (2018). Conflicting Semiotic and Sharia compliant Cue Signal for Sharia compliant Malaysia Brand Equity. Paper presented at the Proceedings of the 3rd International Sharia compliant Conference (INHAC 2016).
Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of Sharia compliant labeling: The role of religion and culture. Journal of Business Research, 68(5), 933-941.
Javeed, M. A., Mokhtar, S. S. b. M., bin Lebai Othman, I., & Khan, M. Y. EFFECT OF CONSUMER KNOWLEDGE ON USAGE OF NUTRITIONAL LABELS.
Jover, A. J. V., Montes, F. J. L., & Fuentes, M. d. M. F. (2004). Measuring perceptions of quality in food products: the case of red wine. Food Quality and Preference, 15(5), 453-469.
Khan, G., & Khan, F. (2017). The role of packaging and labelling in determining'Sharia compliantness': an exploratory study of Muslims in two countries. International Journal of Islamic Marketing and Branding, 2(2), 85-99.
Kotler, P., & Caslione, J. A. (2009). Chaotics: The business of managing and marketing in the age of turbulence: AMACOM Div American Mgmt Assn.
Kupiec, B., & Revell, B. (2001). Measuring consumer quality judgements. British Food Journal, 103(1), 7-22.
Latif, A., Sibghatullah, A., & Siddiqui, K. (2016). Repositioning Horlicks in Pakistan.
Mathew, V. N. (2014). Acceptance on Sharia compliant food among non-Muslim consumers. Procedia-Social and Behavioral Sciences, 121, 262-271.
Maynes, E. S. (1976). The concept and measurement of product quality. In Household production and consumption (pp. 529-584): NBER.
Mishra, P., Jain, T., & Motiani, M. (2017). Have Green, Pay More: An Empirical Investigation of Consumer’s Attitude Towards Green Packaging in an Emerging Economy. In Essays on Sustainability and Management (pp. 125-150): Springer.
Morgan, N. A., & Vorhies, D. W. (2001). Product quality alignment and business unit performance. Journal of Product Innovation Management: AN INTERNATIONAL PUBLICATION OF THE PRODUCT DEVELOPMENT & MANAGEMENT ASSOCIATION, 18(6), 396-407.
Othman, B., Md. Shaarani, S., & Bahron, A. (2017). The influence of knowledge, attitude and sensitivity to government policies in Sharia compliant certification process on organizational performance. Journal of Islamic Marketing, 8(3), 393-408.
Peters, T. J., & Waterman, R. H. (2006). Jnr (1982) In Search of Excellence. In: Harper and Row, New York.
Qasem, Z., Jansen, M., Hecking, T., & Hoppe, H. U. (2016). Influential actors detection using attractiveness model in social media networks. Paper presented at the International Workshop on Complex Networks and their Applications.
Rahman, A. A., Singhry, H. B., Hanafiah, M. H., & Abdul, M. (2017). Influence of perceived benefits and traceability system on the readiness for Sharia compliant Assurance System implementation among food manufacturers. Food Control, 73, 1318-1326.
Randhawa, K., & Saluja, R. (2017). Visual Merchandising and Impulse Buying Behavior-Is There Any Relationship. International Journal of Business Quantitative Economics and Applied management Research, 4(5), 103-120.
Rarick, C., Falk, G., Barczyk, C., & Feldman, L. (2012). Marketing to Muslims: The growing importance of Sharia compliant products. Journal of the international academy for case studies, 18(1), 81-86.
Schlegelmilch, B. B., Khan, M. M., & Hair, J. F. (2016). Sharia compliant endorsements: stirring controversy or gaining new customers? International Marketing Review, 33(1), 156-174.
Sekaran, U., & Bougie, R. (2010). Theoretical framework In theoretical framework and hypothesis development. Research methods for business: A skill building approach, 80.
Shaari, J. A. N., & Mohd Arifin, N. (2009). Dimension of Sharia compliant purchase intention: A preliminary study.
Shariff, S. M., & Lah, N. A. A. (2014). Sharia compliant certification on chocolate products: A case study. Procedia-Social and Behavioral Sciences, 121, 104-112.
Sharma, K., & Garg, S. (2016). An investigation into consumer search and evaluation behaviour: effect of brand name and price perceptions. Vision, 20(1), 24-36.
Snoj, B., Pisnik Korda, A., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167.
Uma, S., & Roger, B. (2003). Research methods for business: A skill building approach. book.
Veale, R. (2008). Sensing or knowing? Investigating the influence of knowledge and self-confidence on consumer beliefs regarding the effect of extrinsic cues on wine quality. International Journal of Wine Business Research, 20(4), 352-366.
Wahab, N. A., Shahwahid, F. M., Hamid, N. A. A., Othman, N., Ager, S. N. S., Abdullah, M., . . . Saidpudin, W. (2016). Contributions Of Malaysia and Singapore In The Development Of Sharia compliant Industry In The Asean Region. Asian Journal of Social Sciences & Humanities Vol, 5, 2.
Wilson, J. A., & Liu, J. (2010). Shaping the Sharia compliant into a brand? Journal of Islamic Marketing, 1(2), 107-123.
Zikmund, W. G., D'Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2014). Marketing research: Cengage Learning.
Zurina, M. B. (2004). Standardization for Sharia compliant food. Standards and Quality News, 11(4).
Ab Talib, M. S., & Johan, M. R. M. (2012). Issues in Sharia compliant packaging: a conceptual paper. International Business and Management, 5(2), 94-98.
Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of consumer research, 27(2), 123-156.
Ambali, A. R., & Bakar, A. N. (2014). People's awareness on Sharia compliant foods and products: potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25.
Anam, J., Sany Sanuri, B. M. M., & Ismail, B. L. O. (2018). Conceptualizing the relation between Sharia compliant logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing.
Argo, J. J., & White, K. (2012). When do consumers eat more? The role of appearance self-esteem and food packaging cues. Journal of Marketing, 76(2), 67-80.
Ayyub, R. M. (2015). Exploring perceptions of non-Muslims towards Sharia compliant foods in UK. British Food Journal, 117(9), 2328-2343.
Azam, A. (2016). An empirical study on non-Muslim’s packaged Sharia compliant food manufacturers: Saudi Arabian consumers’ purchase intention. Journal of Islamic Marketing, 7(4), 441-460.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Chiou, J. s. (2003). The impact of country of origin on pretrial and posttrial product evaluations: The moderating effect of consumer expertise. Psychology & Marketing, 20(10), 935-954.
Demirci, M. N., Soon, J. M., & Wallace, C. A. (2016). Positioning food safety in Sharia compliant assurance. Food Control, 70, 257-270.
Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: a general analytical framework using moderated path analysis. Psychological methods, 12(1), 1.
Ergin, E. A., Akbay, H. O., & Ozsacmaci, B. (2014). Insights into Consumer Preference of Foreign Brand Names: Reality or Myth? International Journal of Marketing Studies, 6(4), 157.
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. (2010). Non-Muslims’ awareness of Sharia compliant principles and related food products in Malaysia. International Food Research Journal, 17(3), 667-674.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hayeemad, M., Jaroenwanit, P., & Khamwon, A. (2015). Brand Tribalism, Brand Relationships, and Sharia compliant Brand Equity: A Study in Muslim Consumers. The Macrotheme Review, 4(2), 90-101.
Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism: Routledge.
Hussain, I., Rahman, S. U., Zaheer, A., & Saleem, S. (2016). Integrating factors influencing consumers’ Sharia compliant Products purchase: Application of theory of reasoned action. Journal of international food & agribusiness marketing, 28(1), 35-58.
Ismail, W. R. W., Othman, M., Rahman, R. A., Kamarulzaman, N. H., & Rahman, S. A. (2018). Conflicting Semiotic and Sharia compliant Cue Signal for Sharia compliant Malaysia Brand Equity. Paper presented at the Proceedings of the 3rd International Sharia compliant Conference (INHAC 2016).
Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of Sharia compliant labeling: The role of religion and culture. Journal of Business Research, 68(5), 933-941.
Javeed, M. A., Mokhtar, S. S. b. M., bin Lebai Othman, I., & Khan, M. Y. EFFECT OF CONSUMER KNOWLEDGE ON USAGE OF NUTRITIONAL LABELS.
Jover, A. J. V., Montes, F. J. L., & Fuentes, M. d. M. F. (2004). Measuring perceptions of quality in food products: the case of red wine. Food Quality and Preference, 15(5), 453-469.
Khan, G., & Khan, F. (2017). The role of packaging and labelling in determining'Sharia compliantness': an exploratory study of Muslims in two countries. International Journal of Islamic Marketing and Branding, 2(2), 85-99.
Kotler, P., & Caslione, J. A. (2009). Chaotics: The business of managing and marketing in the age of turbulence: AMACOM Div American Mgmt Assn.
Kupiec, B., & Revell, B. (2001). Measuring consumer quality judgements. British Food Journal, 103(1), 7-22.
Latif, A., Sibghatullah, A., & Siddiqui, K. (2016). Repositioning Horlicks in Pakistan.
Mathew, V. N. (2014). Acceptance on Sharia compliant food among non-Muslim consumers. Procedia-Social and Behavioral Sciences, 121, 262-271.
Maynes, E. S. (1976). The concept and measurement of product quality. In Household production and consumption (pp. 529-584): NBER.
Mishra, P., Jain, T., & Motiani, M. (2017). Have Green, Pay More: An Empirical Investigation of Consumer’s Attitude Towards Green Packaging in an Emerging Economy. In Essays on Sustainability and Management (pp. 125-150): Springer.
Morgan, N. A., & Vorhies, D. W. (2001). Product quality alignment and business unit performance. Journal of Product Innovation Management: AN INTERNATIONAL PUBLICATION OF THE PRODUCT DEVELOPMENT & MANAGEMENT ASSOCIATION, 18(6), 396-407.
Othman, B., Md. Shaarani, S., & Bahron, A. (2017). The influence of knowledge, attitude and sensitivity to government policies in Sharia compliant certification process on organizational performance. Journal of Islamic Marketing, 8(3), 393-408.
Peters, T. J., & Waterman, R. H. (2006). Jnr (1982) In Search of Excellence. In: Harper and Row, New York.
Qasem, Z., Jansen, M., Hecking, T., & Hoppe, H. U. (2016). Influential actors detection using attractiveness model in social media networks. Paper presented at the International Workshop on Complex Networks and their Applications.
Rahman, A. A., Singhry, H. B., Hanafiah, M. H., & Abdul, M. (2017). Influence of perceived benefits and traceability system on the readiness for Sharia compliant Assurance System implementation among food manufacturers. Food Control, 73, 1318-1326.
Randhawa, K., & Saluja, R. (2017). Visual Merchandising and Impulse Buying Behavior-Is There Any Relationship. International Journal of Business Quantitative Economics and Applied management Research, 4(5), 103-120.
Rarick, C., Falk, G., Barczyk, C., & Feldman, L. (2012). Marketing to Muslims: The growing importance of Sharia compliant products. Journal of the international academy for case studies, 18(1), 81-86.
Schlegelmilch, B. B., Khan, M. M., & Hair, J. F. (2016). Sharia compliant endorsements: stirring controversy or gaining new customers? International Marketing Review, 33(1), 156-174.
Sekaran, U., & Bougie, R. (2010). Theoretical framework In theoretical framework and hypothesis development. Research methods for business: A skill building approach, 80.
Shaari, J. A. N., & Mohd Arifin, N. (2009). Dimension of Sharia compliant purchase intention: A preliminary study.
Shariff, S. M., & Lah, N. A. A. (2014). Sharia compliant certification on chocolate products: A case study. Procedia-Social and Behavioral Sciences, 121, 104-112.
Sharma, K., & Garg, S. (2016). An investigation into consumer search and evaluation behaviour: effect of brand name and price perceptions. Vision, 20(1), 24-36.
Snoj, B., Pisnik Korda, A., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167.
Uma, S., & Roger, B. (2003). Research methods for business: A skill building approach. book.
Veale, R. (2008). Sensing or knowing? Investigating the influence of knowledge and self-confidence on consumer beliefs regarding the effect of extrinsic cues on wine quality. International Journal of Wine Business Research, 20(4), 352-366.
Wahab, N. A., Shahwahid, F. M., Hamid, N. A. A., Othman, N., Ager, S. N. S., Abdullah, M., . . . Saidpudin, W. (2016). Contributions Of Malaysia and Singapore In The Development Of Sharia compliant Industry In The Asean Region. Asian Journal of Social Sciences & Humanities Vol, 5, 2.
Wilson, J. A., & Liu, J. (2010). Shaping the Sharia compliant into a brand? Journal of Islamic Marketing, 1(2), 107-123.
Zikmund, W. G., D'Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2014). Marketing research: Cengage Learning.
Zurina, M. B. (2004). Standardization for Sharia compliant food. Standards and Quality News, 11(4).
Published
2020-12-27
How to Cite
Dr. Anam Javeed. Dr. Muhammad Anas Rizwan. (2020). The Impact of Sharia Compliant Logo on Product Quality Perceptions. Jihat Ul Islam, 14(1), 85-102. https://doi.org/10.51506/jihat-ul-islam.v14i1.117
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Articles
Copyright (c) 2020 Jihat ul Islam
This work is licensed under a Creative Commons Attribution 4.0 International License.
