Socio-Cultural Environment

Nestorović, Čedomir

doi:10.1007/978-3-319-32754-9_3

Cited by 7 publications

(9 citation statements)

References 9 publications

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“…Our analysis confirms the claim that a particular connection between Islamic marketing and religion defines its specificity (Melewar and Alwi, 2018) and that religion can be regarded as a common descriptor of consumer behaviour (Sandikci, 2011). Taking into account the findings of comparative studies in our sample, it is also possible to agree that principles and rituals of Islam influence consumer behaviour deeply and differently from other religions (Nestorovic, 2016, p. 8; Zakaria and Abdul-Talib, 2010; Butt et al , 2017). Therefore, it can be concluded that much consumer behaviour has to do with Islamic beliefs and practices.…”

Section: Discussionmentioning

confidence: 53%

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Islamic marketing and consumer behaviour: a systematic literature review

Floren

Rasul

Gani

2019

JIMA

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Purpose The purpose of this study is to systematically review the existing literature on Islamic marketing and its major impacts on consumer behaviours. In addition, this study seeks to shed light on global trends and dynamics beyond Islamic marketing and how Islam, as one of the most prominent religions worldwide, affects the consumption and purchasing choices of Muslim consumers. Design/methodology/approach A systematic literature review of published peer-reviewed articles on Islamic marketing was conducted. A comprehensive search strategy was applied on different databases, including Google Scholar, JSTOR, ScienceDirect, MUSE and Directory of Open Access Journals, and the retrieved articles were then selected from 14 leading journals published between 2010 and 2018. Findings Islam as a religion has been found to impact the ethical beliefs and behaviours of Muslim consumers from different countries, as well as consumers’ choice of services and some taboo products on the basis of Islamic Shariah law. The results show that Islamic marketing has a significant impact on the characteristics of Muslim consumers and therefore affects their key choices about certain products and services. Research limitations/implications The studies included in this review are extensively based on peer-reviewed articles published in high-ranked marketing journals (A* and A in the Australian Business Deans Council list), which may be perceived as a limitation in the present study. Another limitation is that this study only took into account peer-reviewed articles written in English. Practical implications The important relationship between Islam and the heterogeneous Muslim consumer will have a considerable practical implication for companies that explore the marketing supply capacity in the Islamic world. The authors hereby expect the current review to significantly impact the identification of methodologies for the main trends in the academic analysis of Islamic marketing and Islamic consumer behaviour. Originality/value This review provides a strong contribution to Islamic marketing literature by recommending the need to integrate the Islamic practices related to consumer consumption of goods and services in studies focused on consumer behaviour analysis.

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Section: Discussionmentioning

confidence: 53%

“…The specificity of the Islamic market in general and halal market in particular is that they offer religiously acceptable products and services. Companies that want to succeed need to make sure that their marketing strategies are aligned with Islamic values, standards and guidelines (Alserhan, 2015; Nestorovic, 2016; Abdullah et al , 2015).…”

Section: Discussionmentioning

confidence: 99%

Islamic marketing and consumer behaviour: a systematic literature review

Floren

Rasul

Gani

2019

JIMA

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“…The development of modest fashion around the world offers women with great numbers of alternatives of products that fulfill Islamic Shari’ah (Waninger, 2015). Nestorovic (2016) mentioned general clothing guidelines in Islam. According to Nestorovic (2016), modest clothing means covering of the head and body by following Shari’ah principles.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Nestorovic (2016) mentioned general clothing guidelines in Islam. According to Nestorovic (2016), modest clothing means covering of the head and body by following Shari’ah principles. First, the clothing should be loose enough that cannot describe the shape of a body.…”

Section: Literature Reviewmentioning

confidence: 99%

Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia

Zainudin

Hasan

Othman

2019

JIMA

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Purpose The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but is also a common strategy used by marketers to create competitive advantage for their business. Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Because modest fashion is considered as Muslim products in Malaysia, this paper aims to examine the relationship between Halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing concept. Design/methodology/approach Descriptive survey design was conducted to measure consumer behavior, attitude and perception within a specific period. A total of 400 respondents were identified for the study. Purposive sampling was chosen for this study because the respondents are expected to have same set of characteristics and perceptions toward the phenomena. Five-point Likert scale was used to assess consumers’ perception of the relationship between Halal brand personality and brand loyalty. Last but not least, SPSS software (Version 22.0) was used to analyze the data through multiple regression analysis. Findings The result indicated that only three out of five Halal brand personality dimensions have a significant relationship with brand loyalty. The three significant dimensions are excitement, sophistication and righteousness. It can be concluded that modest fashion brands need to include all of the three dimensions in their branding strategy. Research limitations/implications Two main limitations in this study is that it was conducted only in a stipulated period and it focused only on one generational cohort, which is millennial consumers. Practical implications This study provides new recommendations to the knowledge gap of brand personality introduced by Aaker (1997). It helps the marketers and researchers to understand the importance of emphasizing religious values in marketing Halal products to their consumers. This study further recognizes the relationship between Halal brand personality and brand loyalty, particularly with regard to millennial’s modest fashion consumption. Originality/value Brand personality has received levels of attention from academics and practitioners alike; however, there is a lack of research on Halal brand personality in marketing field, particularly on its relationship with brand loyalty. To the best of the authors’ knowledge, this study presents the first empirical test of the direct effect of Halal brand personality and how it drives millennial consumers’ brand loyalty.

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“…Kuala Lumpur, Dubai) and beyond (e.g. London), which constitute key elements and assemblages of a global halal food market in the making (Bergeaud-Blackler et al., 2016; Fischer, 2016; Nestorović, 2016).…”

Section: Introductionmentioning

confidence: 99%

Desired Muslims: Neoliberalism, halal food production and the assemblage of Muslim expertise, service providers and labour in New Zealand and Brazil

Araújo

2021

Ethnicities

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Critical scholarship has shown that neoliberalism has reinforced Islamophobia, anti-Muslim racism and projections of Muslims as undesirable in many contexts, particularly in ‘the West’. Little is said about other impacts neoliberal ideology has had on the ways Muslim (immigrant) communities are viewed and (dis)integrated into Muslim-minority contexts. Against this backdrop, this paper argues that Muslims can also be desired and systematically mobilized in predominantly non-Muslim countries where neoliberalized economies capitalize on their identities. The argument is illustrated through case studies in contexts of halal food production and trade in New Zealand and Brazil. Drawing on conceptualizations of neoliberal utility/necessity perspectives on immigrants as well as on assemblage thinking, this paper shows, first, that neoliberal restructuring has played a major role in the development of trade relations with the Islamic world and thus in the emergence of demands for Muslim expertise, service providers and workers in both countries. It demonstrates, second, how Muslim identities have been systematically assembled to meet these demands, and third, that the assemblages are at the same time limited by largely (though not exclusively) neoliberal logics. Finally, the paper shows that many of the assembling practices and logics are similar in both contexts and likely to be found elsewhere. Their effects, however, diverge due to different local conditions. The findings imply that relations between neoliberal ideology and the ways Muslims are viewed and (dis)integrated in Muslim-minority contexts are complex and unfold differently across space, and that this complexity deserves greater academic scrutiny.

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Socio-Cultural Environment

Cited by 7 publications

References 9 publications

Islamic marketing and consumer behaviour: a systematic literature review

Islamic marketing and consumer behaviour: a systematic literature review

Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia

Desired Muslims: Neoliberalism, halal food production and the assemblage of Muslim expertise, service providers and labour in New Zealand and Brazil

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