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Article
Publication date: 6 June 2020

Mohammad Mominul Islam

This study aims to conceptualize the basic Islamic marketing (IM) process according to Shari’ah, addressing some of the queries raised by scholars on halal and marketing.

1814

Abstract

Purpose

This study aims to conceptualize the basic Islamic marketing (IM) process according to Shari’ah, addressing some of the queries raised by scholars on halal and marketing.

Design/methodology/approach

A qualitative approach and content analysis have guided to shape segmentation, targeting and positioning (STP) with the help of secondary data from conventional and IM. Required Qur’anic verses and hadiths have been galvanized to shape STP in line with empirical evidence, showing potential marketing implications.

Findings

This study has accepted Islamic resources to segment markets, mentioning mankind, non-Muslims, Muslims, generic, halal and Islamic products. It has proposed to target mankind, non-Muslims markets with generic and halal products. Muslim marketers can target the pious Muslim consumers with Islamic products. For positioning, the halal certification has been suggested for the non-Muslim marketers and Islamization is for Muslim marketers. The whole process has been conceptualized in a single framework.

Practical implications

Marketers can have many product development ideas and basic guidelines and scholars may be able to sense some queries as to IM.

Social implications

This study has shown how inter-religious relationships can be harmonized with carrying out marketing functions to keep the social fabric following the Qur’anic verses.

Originality/value

This study has outlined the IM process as per Muslim and non-Muslim marketers’ needs under Shari’ah. Besides, it has answered some questions on halal and IM that has been hardly addressed before.

Details

Journal of Islamic Marketing, vol. 12 no. 7
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 11 February 2021

Syed Adil Shah, Maqsood Hussain Bhutto and Sarwar M. Azhar

The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for…

Abstract

Purpose

The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research.

Design/methodology/approach

The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon.

Findings

The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes consists of sub-themes discussed in detail in the results and discussion sections.

Research limitations/implications

Like other studies, this integrative literature review has some limitations. These include the methodology undertaken, the lack of explanation of inter-relationship among themes and lack of Islamic theory-based review. These limitations lead to future research directions.

Practical implications

Marketing managers need a thorough understanding of the Islamic standards and need to develop strategies. Further, there are inter-differences among Muslims, which need to be thoroughly understood by managers. Moreover, marketers can effectively use advertising in creating awareness and increasing demand of halal products.

Originality/value

This study provides an integrative review of the literature and synthesizes the Islamic marketing literature, which has not been done before.

Details

Journal of Islamic Marketing, vol. 13 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 2 December 2019

Syed Adil Shah, Sarwar M. Azhar and Niaz Ahmed Bhutto

The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP).

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Abstract

Purpose

The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP).

Design/methodology/approach

A literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications.

Findings

The findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy.

Research limitations/implications

The paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments.

Originality/value

The paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.

Details

Journal of Islamic Marketing, vol. 11 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 21 January 2022

Wisdom Apedo Deku, Jiuhe Wang and Narain Das

Small and medium enterprises (SMEs) do not need only traditional marketing strategies in the dynamic business environment of the manufacturing sector. Entrepreneurial…

Abstract

Purpose

Small and medium enterprises (SMEs) do not need only traditional marketing strategies in the dynamic business environment of the manufacturing sector. Entrepreneurial marketing dimension (EMD) is an alternative marketing approach for SMEs. Therefore, this paper aims to investigate whether EMD innovation has a positive and significant effect on SMEs performance on Ghanaian Halal food and beverages.

Design/methodology/approach

Correlative descriptive research method was used and 432 questionnaires with five-point Likert scale were distributed among owners-managers of manufacturing sectors of Ghanaian Halal food and beverages SMEs producers were chosen by a simple random sampling method. Structural equations modelling structural equations modelling techniques was used to analyse data.

Findings

The result of data analysis indicates a positive and significant effect of EMD on manufacturing SMEs performances of Halal food. Nevertheless, the effect of EMD on the production performance of the aforementioned companies is confirmed positive. The findings also show that production performances of Halal food SMEs result in their financial performance.

Research limitations/implications

The study’s sample is limited to Halal food SMEs manufacturing in Ghana. More research can be done investigating this relationship from different sectors and in Islamic and non-Islamic countries.

Practical implications

This research implies that Halal food SMEs manufacturing producers in a country is imperative in Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the Halal SMEs manufacturing food. Muslim-minority countries that envision to succeed in the global Halal market could emulate Ghana’s approach in branding itself as a recognised non-Muslim-majority country in producing Halal foods. This can be done by implementing innovative, proactive, opportunist, risk-taking and customer-oriented initiatives to achieve better market and innovative performances and higher profits.

Originality/value

This paper fills a knowledge gap by presenting the first comprehensive overview of Halal food SMEs manufacturing performance research that enhances the ongoing discussion in hospitality, entrepreneurship and marketing fields in Islamic and non-Islamic contexts.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 9 April 2019

Stephen Wilkins, Muhammad Mohsin Butt, Farshid Shams and Andrea Pérez

International restaurant and fast food chains such as KFC, McDonald’s and Subway currently serve halal food in some non-Muslim countries, with mixed results. The purpose…

3613

Abstract

Purpose

International restaurant and fast food chains such as KFC, McDonald’s and Subway currently serve halal food in some non-Muslim countries, with mixed results. The purpose of this paper is to identify the factors that most influence the product judgements of halal food amongst non-Muslim consumers in non-Muslim countries and to assess the extent to which these judgements are related to willingness to consume halal food.

Design/methodology/approach

A quantitative survey method was adopted, using a total sample of 1,100 consumers in Canada, Spain and the UK. The proposed model was tested using structural equation modelling.

Findings

The results suggest that it may be possible for firms to satisfy specific niche market segments with standardised mass market products. Consumer cosmopolitanism and non-Muslim religious identity were found to be positively related to halal product judgement, and consumer ethnocentrism and national identification were negatively related to halal product judgement. There was a strong relationship between product judgement and willingness to consume halal food.

Practical implications

The findings indicate that halal marketing may provide promising business opportunities for international restaurant and fast food chains, as well as food manufacturers and retailers. However, in countries or regions where there are many consumers with high levels of national identification or consumer ethnocentrism, firms should not expect non-target consumers to accept halal products.

Originality/value

This is the first study to suggest that, in non-Muslim countries, food companies may switch entirely to halal produce for certain products as an effective market segmentation strategy targeting Muslim consumers.

Details

Journal of Islamic Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 15 June 2015

Hayat M. Awan, Ahmad Nabeel Siddiquei and Zeeshan Haider

The purpose of this paper is to identify and determine the connection of various antecedents from educational literary works with Halal purchase intention. It also aims to…

11787

Abstract

Purpose

The purpose of this paper is to identify and determine the connection of various antecedents from educational literary works with Halal purchase intention. It also aims to investigate which antecedents, among all antecedents, have the highest possible participation toward the development of Halal food purchase intention. Consumers across the globe have an ever increasing demand for Halal items nowadays. Similarly, food stuff in Halal category has an increased acceptance across the globe. Numerous researches have therefore focused on Halal food perception, Halal understanding and its approval in various areas of the world.

Design/methodology/approach

A total of 300 respondents were taken from four major cities of Pakistan to examine the relationship of factors that influence customer’s Halal purchase intention. Data were collected through structured questionnaire having seven-point Likert scale. It was divided into eight sections with statements measuring Halal Awareness, Halal Marketing, Subjective norms, Religion and Religiosity, Attitude, Subjective norms, Perceived Behavioural control, Halal Certification and Purchase Intention.

Findings

The paper draws the findings that most of the customers rely on Halal Marketing, Personal and Societal perception and Halal certifications. On the other hand, least importance was given to their religious beliefs when making a purchase decision. The findings also suggest that customers are influenced by Halal Marketing and Branding practices of food products as they are being influenced by the sales promotions and celebrity endorsements. It has also been found that customers are willing to spend considerable efforts and money to purchase Halal food.

Originality/value

The paper clarifies the strategies for Halal food manufacturers and marketers who are following Islamic Marketing philosophy as a base for their marketing campaigns. The study also provides a detailed insight into various behavioural, societal and marketing dimensions that guides the customers about their purchase intentions.

Details

Management Research Review, vol. 38 no. 6
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 20 June 2013

Asmat‐Nizam Abdul‐Talib and Ili‐Salsabila Abd‐Razak

The purpose of this paper is to highlight the development of global halal marketing by assessing its current status, challenges and issues within and measures taken to…

2469

Abstract

Purpose

The purpose of this paper is to highlight the development of global halal marketing by assessing its current status, challenges and issues within and measures taken to improve it. Strategic marketing conception from the perspective of export market orientation behaviors is offered to help foster industrial innovation to create a halal economy.

Design/methodology/approach

The development of a global halal market is first assessed and its current status is highlighted. The issues and challenges within are identified and explored, followed by a consideration of measures already taken to rectify and improve the situation. Strategic export market orientation behaviors perspective is offered to encourage industrial innovation within the complex global halal market, to ultimately establish a halal economy. This is done by going through the relevant scholarly discussions in various international conferences and available published literatures.

Findings

The paper identifies three major issues and challenges in global halal marketing and what has been done and can been done to rectify and improve the situation, particularly from the perspective of strategic export market orientation behaviors.

Research limitations/implications

The discussion is limited to its conceptual boundaries and in the long run requires empirical research to enhance its applicability.

Practical implications

The discussion offered in the paper is expected to be valuable for global halal marketers seeking strategic marketing design in undertaking the complex market structure and confronting the issues identified.

Originality/value

The paper discusses issues and challenges for halal marketing and how to address the issues through the perspective of strategic export market orientation behaviors, for an industrial innovation to form a halal economy.

Details

Journal of Islamic Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 1 February 2022

Mohamad Rahmawan Arifin, Bayu Sindhu Raharja and Arif Nugroho

With a substantial Muslim population in the world, Indonesia has economic potential in halal products’ consumption. However, as new products develop, halal products need a…

Abstract

Purpose

With a substantial Muslim population in the world, Indonesia has economic potential in halal products’ consumption. However, as new products develop, halal products need a specific marketing strategy since the consumers of this industry have unique characteristics. This study aims to examine consumer behavior toward halal products by examining how content quality, religious consciousness and brand awareness affect consumer buying behavior and consumer loyalty.

Design/methodology/approach

This research uses a quantitative approach by surveying 1,429 young Muslim students in Indonesia. This research uses a structural equation model analysis to prove the relationship among the variables of this study.

Findings

The results revealed that religious consciousness and content quality have a direct positive significant influence on consumer buying behavior. The indirect significant effect is also exhibited by brand awareness as a mediating variable. This paper also found empirical evidence that consumer buying behavior has a significant positive relationship with consumer loyalty. Besides, the significant positive relationship between consumer buying behavior and consumer loyalty is moderated by consumers’ gender.

Research limitations/implications

This study is restricted in young Muslim community from Islamic universities in Yogyakarta and Central Java, Indonesia. Besides that, this research is further restricted regarding the involved variables that is tested in proposed model. This concerns the involvement of content quality, religious consciousness, brand awareness, consumer buying behavior and consumer loyalty.

Practical implications

The result would give an insight to marketing practitioners on formulating marketing strategy to attract much consumers on purchasing halal products and then expanding their business. This study further profound that religious-based products’ consumers have seem characteristics to conventional-based products, they need to be induced through rational approaches of appropriate content marketing strategy.

Originality/value

This study gives an empirical proof to extended of stimuli-organism-respond model, which is held by many scholars as the primary theory in spelling out the consumer behavior. To the best of the authors’ knowledge, this research is the first study that attempts the using of such theory to capture the consumer behavior in halal industry. Besides, this study further serves a breakthrough on how does content marketing determine young Muslim consumers’ behavior.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 13 August 2018

Morteza Hendijani Fard and Nader Seyyed Amiri

Small and medium enterprises (SMEs) need to use specific marketing strategies and approaches due to their limited resources and capabilities. Entrepreneurial marketing

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Abstract

Purpose

Small and medium enterprises (SMEs) need to use specific marketing strategies and approaches due to their limited resources and capabilities. Entrepreneurial marketing (EM) is an alternative marketing management approach under the special conditions that describe SMEs. Therefore, the purpose of this paper is to investigate whether EM has a positive and significant effect on different aspects of performance of Iranian halal food SMEs.

Design/methodology/approach

A correlative descriptive research method is used and 384 questionnaires with five-point Likert scale are distributed among managers of Iranian halal food SME producers chosen by simple random sampling method. To analyze the data, structural equations modeling based on partial least squares is applied using SmartPLS 3.

Findings

The result of data analysis indicates a positive and significant effect of EM on the market and innovative performances of halal food SMEs. Nevertheless, the effect of EM on production performance of aforementioned companies is not confirmed. The findings also show that production, market and innovative performances of halal food SMEs result in their financial performance.

Research limitations/implications

The study’s sample is limited to halal food SMEs of Iran. Although the objectives of the study have been aimed, more research can be done investigating this relationship in other companies from different sectors, contexts and countries. Similar studies can be conducted cross-culturally and in different Islamic countries.

Practical implications

For halal food SMEs that tend to achieve better performance, obtaining improved innovative and market performances requires using EM activities effectively. This paper suggests that halal food SMEs should be innovative, proactive, opportunist, risk-taker and customer-oriented to achieve better market and innovative performances and consequently earn higher profits.

Originality/value

This is one of the earliest studies investigating the effects of EM in the halal food industry. Although very few papers practically recognized the impact of EM on the performance of SMEs and entrepreneurial ventures, the effect of this concept on halal food SMEs has remained unknown.

Details

Journal of Islamic Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 8 May 2020

Mahmut Selami Akın and Abdullah Okumuş

The study aims to examine the consumers’ attitudes toward halal food products based on tripartite model. Regarding this, the effect of halal food awareness, perceived risk…

Abstract

Purpose

The study aims to examine the consumers’ attitudes toward halal food products based on tripartite model. Regarding this, the effect of halal food awareness, perceived risk and behavioral tendency on attitudes toward halal food products are investigated.

Design/methodology/approach

343 valid questionnaires were obtained. Exploratory and confirmatory factor analyses were performed to ensure content validity, and structural equation modeling was progressed to test the relationships among variables through IBM SPSS Statistics 22.0 and AMOS 23.0 software.

Findings

Research validates the tripartite model of attitude and suggests attitude toward halal food is formed by predominantly behavioral tendency and partially psychological drivers, rather than cognitive elements.

Research limitations/implications

The characteristics of participants should be different and larger sample may provide some other results. The product or service context should be different, for example, halal cosmetic, halal hygienic, halal tourism.

Practical implications

Trigger messages may put forward in marketing communications activity for halal food products marketing and halal certificated food brands need to establish their distribution networks effectively to get closer with consumers.

Originality/value

Attitudes towards halal products represent the key driver of consumer behavior for the development of marketing strategies in certified halal firms addressing both domestic and foreign markets. It is the first study examining Turkish consumer attitudes toward halal food product using tripartite model in the field of halal consumption behavior. The paper offers a different methodological framework and it could be potentially of interest for scholars, marketers and policy makers.

Details

Journal of Islamic Marketing, vol. 12 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

1 – 10 of over 2000