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The Halal brand personality and its effect on purchase intention

Mahdi Borzooei and Maryam Asgari

Business Management Faculty,
Universiti Teknologi MARA, Shah Alam, Malaysia

Abstract
Halal is not just a purely religious issue; it is also in the realm of business and trade. The
purpose of this study is to propose a model to determine the Halal brand personality and then
examine its effect on brand trust and purchase intention. In particular, religious commitment
with intra-personal and inter-personal dimensions is presented as a moderator variable. A
literature review was conducted to select an appropriate theoretical model based on the
recognized variables. In addition, the paper provides insight into each variable of the proposed
model. The practical implication of this study extends to the new window for marketers and
businesses in different countries involved in the Halal business. Establishing a strong Halal
brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major
player in this lucrative market. Shaping Halal in the lens of branding in the business
environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand
personality and brand trust on Halal.
Keywords Halal, Brand personality, Brand trust, Purchase intention, Religious commitment

1. Introduction
The word Halal has many connotations and it is difficult if not impossible to use it to
adequately convey the true quality of a product in the religious context intended by the
certifying authorities (Wilson & Liu, 2010; Hanzaee & Ramezani, 2011). The word Halal is
derived from the verb Halla, which means lawful, legal, licit, legitimate, and permitted for
Muslims (Jallad, 2008). In reality, Halal is a spiritual need of Muslim consumers (Alserhan,
2010) that plays a vital role in their life by sending them a signal to purchase and consume
permissible products (Rajagopal et al. 2011; Shafie & Othman, 2006). The Muslim population
that is now close to a quarter of the worlds population is projected to increase at an annual

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rate of 26 to 28% by 2020 (Muhammad et al., 2009; Hanzaee & Ramezani, 2011). This will
lead to a very sizeable demand for Halal products globally (Temporal, 2011; Cheng, 2008).
This significant demand motivates businesses (Muslim and non-Muslim) to fight for and
secure maximum market share (Lada et al., 2009). For instance, McDonalds and Nestle
invest substantially to capture an extensive share of this market. In the competitive market,
each product type offers many different brands and each brand tries to win shelf space and
attracts more consumers (Aziz & Vui, 2012). Halal as the central Islamic marketing asset
(Rajagopal et al., 2011) possesses the conditions and qualifications of a legitimate brand entity
(Nawai et al., 2007; Salman & Siddiqui, 2011; Isfahani et al., 2013). In fact, Halal brand is a
safe place to lessen the uncertainty associated with buying a product. It is also a source of
establishing a strong relationship by consumers.
Whilst previous studies have been done to explore different aspects of Halal such as Halal
market condition (Alserhan, 2010), Halal supply chain management (Tieman, 2011), concept
of Halal (Jallad, 2008), Halal certification (Shafie & Othman, 2006; Noordin et al., 2009),
and non-Muslim perception about Halal (Golnaz et al., 2010), there is a dearth of research on
the implementation of brand theories on Halal brand. To fill this gap, this study uses the five
dimensions of brand personality identified by Aaker (1997) as well as brand trust as a
fundamental strong relationship between brands and consumers (Serrat, 2009).
There are several reasons for focusing on the Halal itself as an aspect of branding. First,
Halal is able to go beyond just the indication of a pure and healthy product, and Halal
currently has only an insignificant image relevance in Western consumer minds (Temporal,
2011). Second, it assists companies to penetrate new markets by adding value to its products
in the competitive environment. Lastly, Muslim consumers cannot access Halal products just
anywhere in the market but only in some outlets (Dali et al., 2009). For instance, in the United
States, there are 90000 kosher (Jewish-based) products worth nearly USD 100 billion. In
comparison there are just about 1000 Halal products available in the same market (Alserhan,
2010). This situation could be improved by increasing awareness and introducing dimensions
of the Halal brand among non-Muslim producers, to cater to and gain a strong foothold in a
market of over 1.5 billion people based on values, principles and Islamic practices.
Finally, this study focuses on implementing the brand personality model to identify the
Halal brand personality, and its effect on purchase intention through mediating brand trust
and the moderating effect of religious commitment. Thus, this study provides an excellent
platform through which to apply different brand theories on Halal. The following theoretical
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model (Figure1) frames the constructs and their relationships in the model. To further
understand the salience of implementing branding theories on the purchase intention, the
research objectives driving this study are as follows:

1) To investigate the influence of brand personality on purchase intention.

2) To investigate the impact of brand personality on purchase intention as mediated by
brand trust.
3) To investigate the moderation effect of religious commitment between brand
personality and brand trust as well as brand personality and purchase intention.

Brand
Personality
Sincerity
Competence
Excitement
Sophistication
Ruggedness

Brand Trust
Purchase
Intention

Religious
commitment
Intra-personal
Inter-personal

Figure1. Proposed Theoretical Framework

The proposed model is designed with brand personality as an independent variable with
five dimensions, which are: sincerity, competence, excitement, sophistication and ruggedness.
Brand trust and religious commitment play roles as mediator and moderator variables
respectively, whereas purchase intention is a dependent variable. The following discussion
provides an overview of variables and conclusion as well.

2. Brand personality
Brand personality is derived from human psychology and consumer behavior theories (Heding
et al., 2009). Aaker (1997) developed a brand personality model that consists of five core
dimensions namely, competence, excitement, ruggedness, sincerity, and sophistication to
measure the nature of a brands personality. Although some other brand personality models
have been developed by different researchers, Aakers model (Figure 2) is still more popular
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and valid for measuring the nature of a brands personality (Freling et al., 2011). In fact, brand
personality is similar to human personality that describes a brand with both differentiating and
enduring human characteristics (Tuan et al., 2012). Furthermore, personality can create a
chance for a brand to shape a specific place in the consumers mind (Upshaw, 1995). In the
Halal context, consumers have different definitions and perceptions of Halal (Golnaz et al.,
2010). Thus, highlighting the Halal brand personality helps to unify meaning among diverse
target groups both Muslims and non-Muslims. It is also a way the Halal brand can speak and
behave. For example, Marlboro has connotations of masculinity while Apple is invariably
recognized as cool, friendly and the choice of creative professionals. Therefore, finding the
Halal brand personality helps consumers to feel familiar with it and pick it up without
hesitation. Moreover, the personality of a brand like the personality of a human being does not
change easily and the combination of personality with a brand makes a strong connection
(Temporal, 2001). Therefore, brand personality is closely related to the consumers
personality, so consumers are likely to choose brands whose personalities match their own
(Tuan et al., 2012). In this regard, specifying the personality of Halal brand assists consumers
(Muslim and non-Muslim) to make a solid connection with the Halal brand and express their
own or idealized self through the brand that they buy and use.

Figure 2.
Dimensions of Brand Personality

Source: Aaker, (1997)

Furthermore, brand personality is one of the main elements of brand strategy (Temporal,
2011), that corporations need to develop in order to become a part of consumers life (Choi et
al., 2010). Indeed, brand personality is a critical part for marketing managers to create
differentiation in the market (Sung & Kim, 2010). For instance, Aaker (1997) describes some
examples of different brands with different personalities like Mild Seven, which is perceived
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as feminine, while IBM is seen as old. Similarly, finding the brand personality of Halal
describes the way that Halal brand expresses and represents itself - beliefs, values, features,
interests, and heritage that this brand has in the market and lives for - among its competitors.
Furthermore, consumer perceptions of the five brand personality dimensions are differentially
related to brand benefits (Maehle et al., 2011). These benefits consist of three components,
which are: functional, experiential, and symbolic benefits (Park et al., 1986). Functional
benefits indicate a brand that is able to solve a consumption-related current problem or
prevent a potential problem. Furthermore, a brand with an experiential concept is designed to
complete the needs for stimulation and variety that are internally generated while a brand with
a symbolic concept is designed to associate one with a desired self-image. For instance,
according to Maehle et al. (2011), competence personality relates to the functional benefits
while ruggedness and sophistication are more exclusively associated with symbolic benefits.
Thus, recognition of the personality of Halal declares the specific benefits of the Halal brand.
Brand personality influences consumer-brand relationship (Louis & Lombart, 2010). In the
marketplace, consumers establish relationships with diverse brands every day, so brand
personality is an important element in the consumers decision making, purchase intention and
maintaining a strong relationship with a brand (Louis & Lombart, 2010; Bouhlel et al., 2009).
Likewise, brand personality as an appealing concept (Rajagopal, 2005) affects the level of
brand trust as a fundamental of consumer-brand relationship (Sung & Kim, 2010; Freling et
al., 2011). For example, according to a study by Maehle et al. (2011), sincere brands are
deemed high morals, whereas exciting brands offer a chance to experience feelings of
excitement. In this regard, a brand with sincere personality traits can make a much stronger
relationship than a brand with an exciting personality (Heding et al., 2009). Finding the right
Halal personality assists marketers to understand consumer perceptions of the Halal brand
and how they feel about it. As an illustration, if Halal reflects a sincere personality, it will
reflect the truthfulness of the human personality. Therefore, this characteristic of Halal can
foster a durable relationship with the target groups and bring peace of mind to consumers.
Finally, when marketers manage and develop brand personality, it will inject charisma unto
their products (Temporal, 2001).

3. Brand trust
Trust, which is an essential part of any brand management strategy (Temporal, 2011), is a
very important factor in todays business environment (Liza, 2011) to establish a strong
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relationship between a brand and its consumers (Matzler et al., 2006; Bouhlel et al., 2009).
Trust will be categorized into emotional and rational aspects (Serrat, 2009; Temporal, 2011).
While the emotional part is associated with confidence, security, interest, respect, liking,
gratitude and admiration (Serrat, 2009), the rational aspect demonstrates credibility which is
related to the ability of a brand to satisfy consumers needs, and the performance of the brand
(Belaid & Behi, 2011). In the Halal context, according to a study by Wilson and Liu (2010),
Halal plays some roles in Muslim life - part of a belief, essential daily living, ethical system,
and emotional peace. Thus, building a trustworthy Halal brand enables businesses to appeal
emotionally to the consumers. In addition, in order to satisfy the rational side, businesses must
pay great attention to the needs of consumers by faithfully complying with Shariah
regulations in their products. Accordingly, trust enhances consumer commitment to the brand
(Mohamed & Daud, 2012).
Based on marketing theory, trust is a crucial part of a relationship, which has been
studied and attested to by psychologists, sociologists, and economists from the perspectives of
management and marketing principles. It is their consensus that when the consumer has trust
in a brand it comes with the belief that the brand will consistently deliver its promise of value
to consumers (Delgado-Ballester & Munuera-Alemn, 2005). By analyzing the consumer trust
as a marketing strategy, a company can retain current consumers and win new ones as well
(Sichtmann, 2007). For instance, regarding the increased awareness of the Halal brand among
Christian and Jewish consumers (Alserhan, 2010), instilling trust in the Halal brand can
enhance the demand in the Halal market because consumers would then have confidence in a
brand when they recognize it as admirable and pleasant. Further, in the highly competitive
market, brand trust is a significant competitive advantage which has a great impact on the
behavioral intentions of consumers. Indeed, trust enhances the consumers purchase intention
(Liza, 2011; Bouhlel et al., 2011) and it affects consumers repetitive purchase behavior as
well (Belaid & Behi, 2011). Finally, trust is an essential element that focuses on the future
relationship between brand and consumer because it is a guarantee for consumers that they
will get value from the brand, while a lack of trust would negatively influence the relationship
(Gurviez & Korchia, 2002). Therefore, it is necessary for a brand to be perceived as
trustworthy and reliable by consumers (Wang, 2002).

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4. Religious commitment (religiosity)

Religion is the core worth of a culture that imbues the daily lives of members of any cultural
group (Mokhlis & Spartks, 2007). In fact, it shapes the individuals moral system and
societys ethical structures. Religious commitment, often termed religiosity, is capable of
influencing an individual cognitively and behaviorally (Mokhlis & Spartks, 2007).
Furthermore, it is a value system that differs from those of the devout, less religious and the
non-religious. Devout people strongly follow their religious principles such as regularly
attending weekly worship services, being strictly committed to the religious doctrines and
membership of the group, but the people whose belief in religious tenet is weak feel free to
behave in other ways. This value system of devout people impacts directly on their choice
behavior in the market, commitment and level of confidence to a specific brand (Khraim,
2010; Rindfleisch et al., 2005). Religious commitment comprises two dimension intrapersonal (internal) and inter-personal (external) that play equal and crucial roles in the lives of
devout people (Mokhlis & Spartks, 2007). The internal dimension declares the religious
identities, religious attitudes, values, and beliefs, and the external dimension expresses
religious affiliation, devotional practices, or membership in a religious community. As for
understanding the nature of consumer behavior, marketers should try and determine how
strongly consumers are committed and affiliated to their religion because religiosity exhibits
their belief system and strict adherence to the doctrines of their faith as well as consumption
style and decision-making process (Mokhlis & Spartks, 2007; Khraim, 2010). Finally,
religious commitment varies from person to person; therefore, consumption is influenced not
only by religion but also by intensity of ones religious affiliation or religiosity (Mukhtar &
Butt, 2012).

5. Purchase intention
The most significant issue in each industry concentrates on increasing purchase intention. This
critical concept in marketing approach assists managers in deploying the proper strategies in
the marketplace related to market demands, market segmentations, and promotional programs
(Tsiotsou, 2006). Purchase intention is a process to analyze and predict the behavior of
consumers (Lin & Lin, 2007) pertaining to their willingness to buy, use and their extensive
attention toward the specific brand (Changa & Liub, 2009; Shah et al., 2012). Superior
purchase intention promotes the purchase (Chen et al., 2012) since the consumers
experiences after purchase give a collective feeling that affects consumers to repurchase the
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brand (Lin et al., 2011). In this regard, assessing the Halal brand purchase intention would
help to better understand the needs, expectations, and perceptions of consumers (Shaari &
Arifin, 2010). According to a study by OCass and Lim (2001), there is a strong relationship
between brand personality and purchase intention. Thus, by identifying the Halal brand
personality, businesses are able to boost the purchase intention of consumers and change the
attitude of those consumers who see Halal as merely a spiritual issue (swine and alcohol free).

6. Conclusion
In this research, an attempt was made to conceptually clarify the implementation of brand
theories on Halal. In this study, we proposed a model that describes the relationships between
brand personality, brand trust and purchase intention. Brand personality as a modern and
interesting practice in marketing theory has been employed in this research. The highlight
point is the application of this model to capture the brand personality of Halal. The impact of
Halal brand personality on trust and purchase intention through the moderation effect of
religious commitment is another stream of the research. Brand trust as the vital part of
consumer-brand relationship helps to build a durable relationship between brands and
consumers and reap significant benefits. Hopefully, the findings from this research will be
useful for scholars, Halal manufacturers and marketers. The theoretical importance of this
study lies in the insight it provides into how consumers are becoming more conscious about
the Halal brand. Finally, it is recommended to deploy this proposed model empirically.

About the authors

Mahdi Borzooei and Maryam Asgari are currently PhD candidates at Universiti Teknologi
MARA. Mahdi Borzooei is the corresponding author.

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