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Introduction

Over the past 10 years, religion has gained increased importance, in parallel with socioeconomic and political factors, in affecting consumer behavior in emerging markets. Marketers thus have become more interested in developing specific (i.e. faith-based) branding strategies[1] that precisely target certain ethnic groups. The political and economic reforms leading to greater trade liberalization also have opened doors to market-generated forces that facilitate the emergence of Muslim consumers as a promising market segment – one with rising purchasing power, whose members are interested in modern consumption but remain sensitive to the values of their faith (Nasr, 2009). Muslim societies, like most global societies, have undergone structural changes and witnessed the emergence of faith-based consumptionscapes (Sandikci and Ger, 2007), now found in categories ranging from consumer goods to travel, hospitality, education, tourism, pharmaceuticals, cosmetics, personal care, entertainment, edutainment, fashion, lifestyle and various religiously inspired branded products. Thus a growing amalgamation now constitutes the global Halal market, estimated to be worth more than US$2.3 trillion in 2012 according to the World Halal Forum 2013, and expected to increase to US$10 Trillion by 2030 as released during the Halal World Food Exhibition (Gulfood) that was held in Dubai (UAE) on February 23-27, 2014 (www.halalhighlights.com/HH%20Feb14.html). “Halal” means that which is permitted or lawful by the Shariah (Islamic law), in contrast to “haram”, which means prohibited or unlawful (Mukhtar and Butt, 2012). The level of Shariah compliance of products and services is established by the degree to which the offering demonstrates the values of the faith and Islam’s guiding principles. It can range from Shariah friendliness to full compliance (www.ogilvynoor.com/index.php/why-islamic-branding).

As business opportunities have stretched beyond food and financial services, local and international firms have yet to fully meet the rising demand for Halal-certified offerings. Recently, several consultancy reports have sought to educate and instruct Western multinationals on Islam and Muslim lifestyles (Sandikci, 2011). Companies such as Nestlé and HSBC are cited among the first to have recognized the growing potential and accordingly developed products, services and communication campaigns targeting Muslim markets. International brands also have responded to Halal concerns to various degrees, such as Colgate-Palmolive’s or Avon’s Halal-certified product ranges, L’Oreal’s and Unilever’s increased investments in Muslim-majority Asian markets through expanded manufacturing facilities behind their...

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