Use of Islamic Brand Slogans: Is it Necessary for Attracting Consumers?

Abstract

Purpose: The study examines their responses to questions about confidence in purchasing products, product-slogan suitability and product purity from the perspective of Muslims. Design/Methodology/Approach: The present quantitative study was conducted based on the data collected from 100 young Muslim consumers recruited from the population of undergraduate students at a university in Malaysia to investigate their perception towards Islamic brand slogans. Findings: The results show that Islamic slogans can influence Muslim customers’ trust in purchasing goods in the market for a variety of reasons and this includes religious piety, a product’s conformity to religious doctrine, and the slogan’s use of semantically acceptable words. Furthermore, the Islamic brand slogans written in the Jawi letters are also found to be an appealing factor for the Muslims since Jawi resembles Arabic script. The data overall seem to suggest that Islamic brand slogans can influence Muslims in making decisions with regard to product purchases. Implications/Originality/Value: The study could help people gain a better understanding of how Islamic branding is used and how Islamic slogans can affect consumers' purchasing decisions and perceptions of product purity.