Islamic branding and marketing: An insight of consumer perception in Pakistan

Malik, Kulsoom; Khan, Malik Muhammad Sheheryar

doi:10.1353/jda.2016.0043

Cited by 6 publications

(4 citation statements)

References 11 publications

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“…Relevant parties should follow strict procedures to get a halal logo Ahmed and Jan (2015) Islamic brand personality as "a set of Muslim characteristics associated with the Islamic brand." Malik and Khan (2016) Empathic to sharia values, keeping in mind the end goal is to engage Muslim consumers, extending from essential sharia neighbourliness to full sharia compliance with all parts of a brand's character, conduct, and interchanges.…”

Section: Tablementioning

confidence: 99%

“…Their definition is based on Aaker's brand personality definition that is closely related to consumers' personality and behaviour. Later, Malik and Khan (2016) defined Islamic brand as "a brand that is empathic to sharia values, keeping in mind the end goal is to engage Muslim consumers, extending from essential sharia-neighbourliness to full sharia consistence in all parts of a brands' character, conduct, and interchanges" (p. 82). Jumani and Siddiqui (2012) suggested that an Islamic brand should meet all aspects of a brand Muslim consumers expect regarding the provision of goods or services that are in line with Islam.…”

Section: Tablementioning

confidence: 99%

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Definition of Islamic Brand: A Study From Islamic Conjuction and its Findings

Ismail¹,

Harun²,

Ismail³

et al. 2022

IJARBSS

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Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies defined Islamic brands are adapted from conventional marketing/brand pivot, social constructionism, and capitalist aspiration. This adaptation is inappropriate to explain from the Islamic point of view. Hence, this article aimed to explore the definition of Islamic brand based on Islamic conjunction. A qualitative approach was employed to gather information for the study through literature review, and interviews with thirty-four (34) Islamic experts. The data analysis used content analysis. The results demonstrate that the definition of Islamic brand should consist of three principals; aqidah, sharia, and akhlak. This research complements the conceptual contribution by adding a new knowledge of definition Islamic brand based on Islamic conjunction. It refers the view of concept bay' mabrur which are parallel with Islamic is suitable in explaining the meaning of Islamic brand itself. Therefore, this contribution will bring benefit for academic literature and Islamic entrepreneurs as well.

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Section: Tablementioning

confidence: 99%

Section: Tablementioning

confidence: 99%

Definition of Islamic Brand: A Study From Islamic Conjuction and its Findings

Ismail¹,

Harun²,

Ismail³

et al. 2022

IJARBSS

View full text Add to dashboard Cite

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“…Earlier studies focused on the use of religious cues or Islamic symbols in advertising (Kalliny, 2020;Zehra and Minton, 2020;Butt, 2018;Hasan et al, 2016;Naseri and Tamam, 2012;Henley et al, 2009), or food packaging (Bakar et al, 2013;Akbari, Gholizadeh and Zomorrodi, 2018;Hussin, Yusoff and Yusof, 2015) and its impact on Muslim consumer"s responses. Besides, some other studies focused on halal product or halal brand purchase intentions of Muslim consumers (Khan, Sarwar and Tan, 2020;Haque et al, 2018;Haro, 2018;Varinli et al, 2016;Yunus et al, 2014;Mukhtar and Butt, 2012;Aziz and Chok, 2013;Shaari and Arifin, 2009), or effects of halal sign and symptoms on purchase intention (Ghadikolaei, 2016;Bashir, 2019); while others focused on Islamic branding (Bukhari and Isa, 2019;Polas, Jahanshahi and Rahman, 2018;Malik and Khan, 2016;Yusof and Jusoh, 2014;Alserhan, 2010;Maamoun, 2016) or Islamic brand purchase intention (Kusumawardhini, Hati and Daryanti, 2016). None shed light on the key factors that influence Muslim consumers" intention to purchase personal care products that use Islamic symbols.…”

Section: Introductionmentioning

confidence: 99%

Islamic Symbols in Personal Care Products and Muslim Consumers’ Purchase Intention: Effects of Perceived Religious Symbolic Value, Religiosity, and Attitude towards the Products with Islamic Symbols

Jahan¹

2021

KUBR

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The purpose of this paper is to analyze both the direct and indirect effects of perceived religious symbolic value, religiosity, and attitude on Muslim consumers' purchase intention of personal care products with Islamic symbols. Design/Methodology/Approach : A convenience sampling method was employed to collect data from 320 respondents in Bangladesh and collected data were analyzed using the structural equation modeling (SEM). Findings : The findings of the study revealed that attitude is the most influential construct on Muslim consumer's purchase intention of products with Islamic symbols. Perceived religious symbolic value has the direct as well as indirect effect on Muslim's purchase intention while religiosity has no significant direct effect on purchase intention; however when it is mediated through attitude the indirect effect is significant.Research Limitations : This study is limited to a small sample size collected from some parts of Bangladesh, therefore, future research should be based on a more representative sample collected from the consumer population located in different countries and indeed with consumers of other religions. Practical implications : The findings derived from this research would help both national and international marketers who are endeavoring to target and promote their products to the growing Muslim consumers gain a better understanding of the key factors that make Muslim consumers interested to purchase personal care products with Islamic symbols. Originality : This research is one of the first endeavors to test a conceptual model on Muslims consumers' intention to purchase personal care products with Islamic symbols using attitude towards such products as a mediator in the relationship between perceived religious symbolic value and purchase intention, as well as religiosity and purchase intention.

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“…Through this study, researchers tried to direct marketing strategies with halal marketing concept. Several studies related to halal marketing have been conducted, including (Salindal, 2015;Malik & Khan (2016); Widana, et.al. (2015); Salleh (2016); Ali & Al-Aali (2015).…”

Section: Introductionmentioning

confidence: 99%

Halal Marketing and Financial Performance: Study in Cosmetic Companies in Indonesia

Pratisti

Maryati

2019

KINERJA

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This study aims to prove the empirically relationship between halal marketing (halal labelling and hijabista celebrity endorsement) with financial performance. The independent variable is halal labeling and hijabista celebrity endorse, while the dependent variable is financial performance. This research was conducted in Indonesia, spread across five cities such as: Jakarta, Lampung, Bali, West Sulawesi, and Aceh with samples of PT. Paragon Technology and Innovation and PT. Sari Ayu., Tbk. Survey methods and 51 questionnaires used in this research. The result shows that halal labelling has no effect on financial performance, while hijabista celebrity endorse has an effect on financial performance.Keywords: halal labeling, hijabista celebrity endorse, and financial performance

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Islamic branding and marketing: An insight of consumer perception in Pakistan

Cited by 6 publications

References 11 publications

Definition of Islamic Brand: A Study From Islamic Conjuction and its Findings

Definition of Islamic Brand: A Study From Islamic Conjuction and its Findings

Islamic Symbols in Personal Care Products and Muslim Consumers’ Purchase Intention: Effects of Perceived Religious Symbolic Value, Religiosity, and Attitude towards the Products with Islamic Symbols

Halal Marketing and Financial Performance: Study in Cosmetic Companies in Indonesia

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