Understanding Non-Muslim Perceptions: A qualitative exploration of brand image and purchase intentions toward halal brands

Mohd Fauzi Harun; Mohd Yusof Zulkefli; Ida Puteri Mahsan; Muliyati Mat Alim; Wan Zainodin; Ahmad Farid Abdul Fuad

doi:10.21834/e-bpj.v10iSI34.7447

Authors

Mohd Fauzi Harun Faculty of Art, Sustainibility & Creative Industry, Universiti Pendidikan Sultan Idris, Perak, Malaysia
Mohd Yusof Zulkefli Faculty of Communication & Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
Ida Puteri Mahsan Faculty Art, Sustainibility & Creative Industry, Universiti Pendidikan Sultan Idris, Perak, Malaysia
Muliyati Mat Alim Faculty of Languages & Communication, Universiti Pendidikan Sultan Idris, Perak, Malaysia
Wan Zainodin Faculty of Communication & Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
Ahmad Farid Abdul Fuad Faculty of Science & Technology, Universiti Malaysia Terengganu, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI34.7447

Keywords:

Brand Image, Consumer Behaviour, Halal, Purchase Intention

Abstract

This study investigates non-Muslim attitudes and behaviour toward the concept of halal brand image and their intention to purchase the products, utilizing semi-structured interviews of eight informants for in-depth insights into halal brand image issues. The findings indicate that non-Muslims are willing to buy halal brands if Islamic visual elements are not overtly emphasized on packaging. This suggests that the current narrow perception of halal brand image needs correction to better appeal to non-Muslim consumers. Effective visual communication design is crucial for establishing a significant brand image and meaning, thereby increasing non-Muslim purchase intention.

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