Halal Malaysia Brand Image: Analyzing the impact of negative publicities using implicit and explicit measure

Abstract

Organizations often spend tremendous amounts of money to create a favourable brand image to overcome the competition and maintain the status quo in the market. This study investigates consumers’ valence towards the Halal Malaysia brand and whether consumers’ valence can quickly change after exposure to negative publicities. This study is exploratory, using a mixed method approach of qualitative and quasi-experimental design using an implicit association test (IAT). Findings from the interview showed that most informants are deeply affected by negative publicities due to the sensitive nature of Halal issues to Muslim consumers.