Discovering perceptions of Muslim consumers toward the ICRICHalallogo

Mahdi Borzooei and Maryam Asgari

Journal of Islamic Accounting and Business Research, 2016, vol. 7, issue 4, 304-317

Abstract: Purpose - The purpose of this study is to explore the perceptions of Muslim consumers on the Islamic Chamber Research & Information Center (ICRIC)Halallogo. In particular, the paper evaluates the main messages of the logo and describes the organization’s characteristics behind this logo. Design/methodology/approach - This exploratory research conducts a semi-structured interview with visual aids method to identify the Malay Muslim’s perceptions toward the ICRICHalallogo. Findings - Results of the study indicate that the word “Halal” in Arabic characters is a very strong visual and emotional element of the logo because it is eye-catching and projects a strong image of credibility and trustworthiness. Using Islamic graphical design in aHalallogo can assist businesses to succeed in the marketplace. Simplicity, appropriate font type and size, suitable colors and total harmony of all elements make aHalallogo attractive and meaningful; the logo signals trust and mirrors the values of the organization. Research limitations/implications - This research used a qualitative research approach to analyze the perceptions of 25 Malay Muslim students. Practical implications - Practical implications of this study provide a new window for allHalalcertification bodies to realize the importance of the different elements of theHalallogo. Social implications - This research attempts to introduce a uniqueHalallogo that is approved by 57 Muslim countries. This unity assists religious consumers with various mathahib to purchaseHalalproducts with confidence. Originality/value - This pioneer study explores the Muslim consumers’ perceptions of a specificHalallogo in the marketplace.

Keywords: Halal; Halal logo; ICRIC; Islamic graphical design; Mathhab; Muslim perception (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jiabrp:jiabr-07-2013-0023

DOI: 10.1108/JIABR-07-2013-0023

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