Halal certification: implication for marketers in UAE

Purpose – The purpose of this paper is to introduce Halal certification as a new marketing paradigm which marketers can use to differentiate their products and services in the current competitive environment. Design/methodology/approach – In total, 151 questionnaires were distributed to the business student population from different universities in United Arab Emirates (UAE). The self‐administered questionnaire required the respondents to answer demographics questions on emirate of residence within UAE, gender, age and nationality, followed by specific questions to determine if respondents actively seek Halal certification for various products and services and if they were aware of brands offering certification. The questionnaire concluded with an open‐ended question to find out what Halal certification meant to the respondent. Findings – The application of statistical tools indicated that, although the concept of Halal is familiar to the students, their awareness of whether products are Halal certified and their knowledge about Halal brands is extremely low. Practical implications – This paper suggests a model for marketers to brand their products and services by seeking, highlighting and communicating Halal certification in the UAE and possibly extending to the world markets. Originality/value – The paper suggests that consumers are not exposed enough to Halal certification and Halal brands through marketing communication and suggests the greater use of marketing and branding to promote and sell Halal products and services. It has immediate practical relevance to marketing practitioners and strategic planners.