Search results

The paper aims to clarify some of the most important issues pertinent to the emerging field of Islamic branding (IB). Namely, it answers the following questions: what does IB mean? Why is it important and what makes it different from conventional branding? What are its types? What is the future of IB?

This is a conceptual research paper that builds on the author's vast expertise and knowledge of the Islamic market and Islamic marketing and branding practices, ethics, and motivations to answer the various research questions.

Although IB is qualitatively different from conventional branding, international branding experts still view it from the same perspective and, therefore, use conventional branding techniques when branding to Muslims. The motivations to underlying IB are not fully appreciated and the concept remains bound by an abstract understanding of Halal and Haram.

This is a conceptual paper and, as such, it is subject to the same limitations surrounding similar conceptual academic works.

The paper will be of great value to marketers because it will help them improve their branding strategies when targeting the Muslim consumer and engaging the Islamic market.

The IB practices have the potential to add a human touch to the exploitive conventional branding practices common among today's marketers.

This is the first paper of its kind that conceptualizes and clarifies the various facets of IB.

The purpose of this study is to propose a conceptual model of Islamic branding. Based on the theory of self-congruity and existing literature, the conceptual model proposes three antecedents that can form the building blocks of Islamic branding.

The authors have developed a conceptual model to propose the antecedents of the Islamic branding construct based on the theory of self-congruity. The antecedents are adapted from existing literature and customized according to the Muslim consumer market. Three hypotheses are formulated on the basis of the proposed model and justified from existing literature.

The proposed Islamic branding model can be applied to both local and multinational brands in both Muslim majority and minority markets. Religiosity, Islamic brand knowledge and Islamic corporate social responsibility are proposed as the antecedents of Islamic branding. Muslim consumers are attracted to brands that portray congruity with their religious values. The proposed antecedents of Islamic branding can result in the subsequent formation of an emotional attachment between the Muslim consumer and the respective Islamic brand, and thereby a stronger Islamic brand.

The proposed Islamic branding model has not been empirically tested in this study.

Islamic branding is in the infancy stage of conceptual development. Currently, limited research exists on the operationalization of this construct. A gap exists in the literature regarding models and instruments for the operationalization and development of Islamic branding. The proposed model attempts to fill the conceptual gaps while taking into account the heterogeneity of the Muslim consumer market. Up until now, religiosity, Islamic brand knowledge and corporate social responsibility have not been studied as antecedents of Islamic branding. This study offers new insights by proposing customized brand-building blocks for an organization’s Islamic branding strategy based on theoretical grounds.

This study aims to examine the relationship between religiosity and branding on small- and medium-scale enterprises (SMEs’) performance in Saudi Arabia. It also examines the mediating role of financial literacy on the relationship among Islamic religiosity, branding and SMEs’ performance.

This study adopts the purposive sampling technique in three major commercial cities, namely, Riyadh, Jeddah and Al-Qassim to sample 100 SMEs each, resulting in a total sampling of 300 SMEs in Saudi Arabia. Structural equation modeling is used to analyze the hypotheses formulated in this study. The structural equation modeling is aided with the help of Smart-PLS software.

This study finds that Islamic branding (on customer, compliance and origin) significantly affect financial attitude, while Islamic religiosity affects financial awareness among the SMEs. Findings reveal that there is a mediating role of financial awareness on the relationship between Islamic branding and Islamic religiosity with the SMEs’ performance. No mediation effect was recorded for financial attitude and financial knowledge. Further investigation reveals that financial attitude, financial awareness, Islamic branding (compliance and origin) and Islamic religiosity were the most significant determinants of SMEs’ performance in the context of Saudi Arabia.

This study is conducted on SMEs in Saudi Arabia only. Further studies are required to examine SMEs in other Islamic countries and regions to improve the explanatory power of financial literacy on Islamic religiosity and Islamic branding for improved SMEs performance.

This study establishes that Islamic religiosity and branding could further increase the predictive power of financial literacy on SMEs’ performance. This study concludes that efforts to improve financial literacy should be religion-based as well as culture-based depending on where the SMEs are located so that specific strategies can be implemented, to enable the conducive growth of the SMEs and maximize the contribution of the SMEs to economic growth.

This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions.

The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly.

The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education.

This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.

We are beginning to observe the growth of Islamic finance beyond the borders of traditionally Islamic markets such as the Middle East and the Far East. The proliferation of such religious financial institutions in non-Islamic and more secular markets has raised some pertinent questions about how these quasi-religious institutions brand themselves in light of the need to balance the conflation of Islamic theology with that of financial economic principles.

The study adopts a process-based qualitative methodology proceeded with an initial data reduction-theoretical conceptualization of the extant literature. This is followed by data display via quote research of participants’ precepts and concludes with a synthesis the extant academic conceptualizations with empirical perspectives.

The findings highlight a framework explaining the interface between Islamic and non-Islamic participation on the branding of Islamic financial institutions in the UK. The findings also set forth a need for consideration of non-religious and purely economic participation in the Islamic financial system in light of branding.

This study derives its incremental contribution by extending the extant academic literature on the branding and consumption of Islamic financial products and services within non-Islamic and secular markets. Furthermore, by adopting a multi-disciplinary, qualitative lens and engaging pertinent individuals within the field, the study provides a rich framework from which to explore the branding of these quasi-religious institutions and the interface between religious and non-religious consumption. This framework puts forth to the leaders of Islamic financial institutions of the between- and within-group interactions in terms of religio-financial consumption and branding.

With the advent of technology and internet banking, the role and value of bank’s websites have increased. Additionally, the Islamic banking boom has also increased the role of Shariah-based banking in the market. But neither web-based information nor Shariah board members have been investigated for their possible effects on the branding of Islamic banks. Against this backdrop, this study aims to explore web-based information and Shariah board as a source of branding of Islamic financial institutions (IFIs).

An interpretivism-based thematic inquiry is carried out through semi-structured interviews of 22 customers of Islamic banks.

The findings of the study highlighted the fact that customers’ perceived web-based information is in line with the Shariah objectives but showed low level of trust on that information. They assumed that the practices are not consistent with this information. Moreover, the Shariah board members were considered as brand ambassadors, and customers valued board members more than the Shariah board and Islamic bank itself. Findings further highlight the more knowledge customers have about the Shariah board members (experience, qualification, achievements, etc.) the greater is the impact on the branding of the IFIs.

This study offers a novel perspective by considering the value of web-based information and Shariah board on branding of Islamic banks. As there is no such study available in literature, up to the best of researchers' knowledge, the qualitative inquiry may suffice the study objectives and research questions.

The purpose of this paper is to enhance the academic understanding of the perception of brand dimensions in the Islamic Higher Education Institutions (IHEIs) and explore the implications for managerial practice. The main objective of this research is to identify the branding aspects that apply to higher education branding in general and Islamic higher education in particular. The empirical setting is the Middle East, which has a mixture of public and private Islamic institutions working on spreading the moderate Islamic thoughts internationally.

The methodology used to guide the research is based on exploratory qualitative research approach composed of 45 in‐depth interviews with academicians and executives from five Gulf countries. The adopted qualitative approach is based on inductive logic to help reveal the main criteria influencing the perception of IHEIs' brands.

The results provide partial support for the proposed conceptual framework of the dimension of branding in the Islamic higher education market, with the functional dimension being far more significant than the social, mental and spiritual dimensions. Findings indicate that internationalisation will be the key element that influences the perception of the brand in the new competitive environment. The research also reveals the respondents' ideal definition of a good brand, the perception of brand's determinants and the general characteristics of the ideal higher education institution.

Recommendations are provided to decision makers in IHEIs, in order to develop their educational services and enhance their institutions' brand image.

This research helps in structuring what defines a good IHEI brand, from the perspective of academicians and experts in the labour market.

The research aims to classify halal hotels based on Islamic values as embodied in both physical and non-physical attributes.

This study explores the perceived values of business owners of the halal hotels.

Perceptions of hotel owners are divided into three types: those who view the value of halal hotel only in terms of branding and attracting consumers; those who consider the ideology behind halal hotels based on strong Islamic values; and those who avoid halal branding but implement Islamic values in their hotels. For the hotel industry, halal certification is not a priority because a minimum effort at implementing halal standards can already attract Muslim customers. This case is especially true for countries where Muslims make up the majority of the population.

This study was limited to a case study in Bandung and Bangkok as a representative of halal tourism in Asia. Hence, it could be extended by conducting comparative studies with other cities in Association of South East Asian Nation which already declare to develop halal tourism.

The findings of this research show that there is a large variety of halal hotel products, depending on the Islamic values upheld, which is causing difficulties for the government in creating standards. Then the result can help inform the government in establishing the strategic framework of halal tourism development, more particularly in the formulation of policy for industrial actors.

The findings contribute to the concept of product-centered business, in which it is generally assumed that industrial actors are frequently focused on the mere label of “halal” and ignore the true values. However, the research shows that some industrial actors put Islamic values first instead of the mere halal label, and another case shows that some of them implement Islamic values in their business but avoid halal branding. This empirical evidence shows that in halal hotels, the concept of product-centered is not always proper. The quality of halal hotel products depends on the Islamic value of the owner, not always influenced by business imperatives.

The purpose of this paper is to bring together the thoughts and opinions of key members of the Journal of Islamic Marketing's (JIMA) Editorial Team, regarding the recently branded phenomenon of Islamic marketing – in the interests of stimulating further erudition.

The authors adopted an “eagle eye” method to investigate this phenomenon: Where attempts were made to frame general principles and observations; alongside a swooping view of key anecdotal observations – in order to ground and enrich the study. The authors participated in an iterative process when analysing longitudinal and contemporary phenomenological data, in order to arrive at a consensus. This was grounded in: triangulating individual and collective researcher findings; critiquing relevant published material; and reflecting upon known reviewed manuscripts submitted to marketing publications – both successful and unsuccessful.

The authors assert that a key milestone in the study and practice of marketing, branding, consumer behaviour and consumption in connection with Islam and Muslims is the emergence of research wherein the terms “Islamic marketing” and “Islamic branding” have evolved – of which JIMA is also a by‐product. Some have construed Islam marketing/branding as merely a niche area. Given the size of Muslim populations globally and the critical importance of understanding Islam in the context of business and practices with local, regional and international ramifications, scholarship on Islamic marketing has become essential. Western commerce and scholarship has been conducted to a limited extent, and some evidence exists that research is occurring globally. The authors believe it is vital for “Islamic marketing” scholarship to move beyond simply raising the flag of “Brand Islam” and the consideration of Muslim geographies to a point where Islam – as a way of life, a system of beliefs and practices, and religious and social imperatives – is amply explored.

An “eagle eye” view has been taken, which balances big picture and grassroots conceptual findings. The topic is complex – and so while diverse expert opinions are cited, coverage of many issues is necessarily brief, due to space constraints.

Scholars and practitioners alike should find the thoughts contained in the paper of significant interest. Ultimately, scholarship of Islam's influences on marketing theory and practice should lead to results which have pragmatic implications, just as research on Islamic banking and finance has.

The paper appears to be the first to bring together such a diverse set of expert opinions within one body of work, and one that provides a forum for experts to reflect and comment on peers' views, through iteration. Also the term Crescent marketing is introduced to highlight how critical cultural factors are, which shape perceptions and Islamic practises.