Purpose: This paper aims to explore people's beliefs towards Islamic advertising . Design/methodology/approach: Being exploratory in nature, this paper applies qualitative method of research by adapting thought elicitation technique of data collection. This method rests in the projective techniques of data collection and is also known as "word association technique". It allows free thinking of respondents that helps in generating rich data which is most required in qualitative studies. Findings: Various beliefs regarding Islamic advertising were extracted and categorized into different dimensions. These dimensions pertained to Islamic advertising 's possibility, nature, characteristics, real-time decisions and potential outcomes. Research limitations/implications: Being an exploratory study, the data are collected from a small sample, hence raising generalization issues. Though, the same opens

Purpose – The purpose of this paper is to browse literature based on Aaker’s brand personality modal and highlight criticism on it. Furthermore, the study proposes an Islamic brand personality modal based on Islamic teachings. Design/methodology/approach – Extensive research on Muslim characteristics based on Qur’an, hadith and scholarly work of traditional and modern scholars has been used to assess Aaker’s model. Expert opinions of faculty members from relevant field are also taken into consideration to propose Islamic brand personality model. Findings – Aaker’s brand personality dimensions have been revised in the light of Islamic teachings. As a result, few pre-existing dimensions have been re-named and several new dimensions such as moral character and trustworthiness are also included. Research limitations/implications – Considering the gap found in literature, the need to conduct brand personality research in the service industry such as Islamic banks is highlighted. Practical implications – Islamic brand personality model may help marketers effectively differentiate Islamic brands such as Islamic banks. It may also reinforce advertising techniques/tools to attract a large Muslim consumer market. Originality/value – This paper is one of the early attempts to see brand personality from Islamic perspective.

This study aims at determining the contribution of zakat in improving educational equity of Muslim urban poor students in Malaysia. This research was carried out based on quantitative methodology using a survey questionnaire on a sample of 462 urban poor students. The students were recipients of full assistance from zakat institutions in the cities of Kuala Lumpur, Putrajaya and state of Selangor. Data were analyzed using descriptive and inferential statistics of Spearman correlations and Kruskal-Wallis H test. Based on analysis, respondents were highly agreed that zakat funds had contributed to the input, process and output of their education. A moderately strong correlation was found between input from zakat and the education output of the poor students (r = 0.598, p < 0.05) similar with the correlation between education process provided by zakat and the education output of the poor students (r = 0.604, p < 0.05). There was no significant difference in education output of the poor students for five categories of family members' highest level of education [χ2(4, N = 462) = 5.412, p = 0.05]. The study highlighted the contribution of zakat in improving educational equity among Muslim urban poor students. It is also emphasized the role of zakat institutions in assisting the government in implementing education policy and providing better opportunity for education of urban poor students.

Purpose This paper aims to examine the relationship between surface acting (SA), deep acting (DA) and organizational commitment (OC). Design/methodology/approach Guided by affective events theory, the study adapted emotional labour scale and three components model to profile 373 teachers from 30 schools around Peninsular Malaysia. A list-based simple random sampling technique was used to select respondents. Structural equation modeling (SEM) was used to test hypotheses, and the proposed model was assessed through renowned fit indices. Findings OC was hypothesized as a second-order construct. SEM result indicates that both SA and DA have significant negative relationship with OC. Fit indices of the hypothesized model showed χ²/df ratio (560.069/265) = 2.113, RMSEA (0.055), and CFI (0.936). This result provides empirical support for the data collected. Research limitations/implications The study provides new insight on the ongoing debate about SA and DA. Therefore, it advances body of research in this regard. The implication for HR managers is that strategic polices can be institutionalized to buffer the consequences of SA and DA. This is due to the fact that SA and DA may not be abolished for service employees like teachers. The practical implication for teachers is the understanding that emotional regulation process is inevitable because teaching is profoundly an emotional activity job. Besides being a cross-sectional study, the sampled population may have limited the study’s outcomes. Originality/value Given existing inconsistent results on the consequences of SA and DA, this study shows that not only SA can lead to negative after-effects, DA can also cause the same. Future study can explore spiritual intelligence to examine how best SA and DA can be performed at reduced consequences on OC.

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