MAINSTREAM BRANDS IN THE HALAL MARKET A QUESTION OF LEGITIMACY

LES MARQUES GENERALISTES SUR LE MARCHE HALAL: UNE QUESTION DE LEGITIMITE

Nawel Fellah-Dehiri () and Géraldine Michel ()
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Nawel Fellah-Dehiri: IAE Paris - Sorbonne Business School

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Abstract: In view of the increase of religious products and the lack of research on the perception of brands in this market, the aim of this research is a better understanding of mainstream brands legitimacy which offer halal food products. To meet this aim, we support on the work of Suchman (1995) of legitimacy and analysis of twenty interviews with consumers of halal products. Our results show, on the one hand, that mainstream brands can appear legitimate on the halal market on the basis of their know-how and their guarantee of quality (pragmatic legitimacy) but also as a symbol of recognition of a stigmatized social group (moral legitimacy). On the other hand, individuals may also perceive a certain identity incongruence between mainstream brands and maghrebian or islamic culture (cognitive legitimacy) which raises reluctance or a rejection of this type of brand in the halal market.

Keywords: legitimacy; Brand; Religious Label; Halal; Marque; label religieux (search for similar items in EconPapers)
Date: 2020-05-05
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Published in AFM: 36ème congrès international de l'AFM : Biarritz 2020, May 2020, Biarritz, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03272695

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