Chapter 4: Out-Group Reaction Towards Religiously Endorsed Products (RLPs) and Response of Brand Managers

Despite the obvious advantages of marketplace multi-culturalism, there is a growth in marketplace stigmatization, in terms of growing prejudgement and rejection, of religiously (Halal) endorsed products in particular. That requires understanding the negative attitudes by facing and responding the reactions through an effective communication and cooperation with stakeholders.

Islamic marketing can be defined in terms of the sale of halal products. These products can be served as a tool to Islamic deeds at the same time (Raza, Bakar, & Mohamad, 2019). According to Alseran (2010), Islamic marketing refers to the packaging of products, which includes Islam texture, values or the mere involvement of the Islamic name to a product or service. Hejase, Hamdar, Orfali, and Hejase (2012) attempted to characterize Islamic marketing further. They argued that a market could be characterized according to Islam in terms of the following: