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1 – 3 of 3Noha El-Bassiouny and Donia Hisham El-Naggar
In this paper, the philosophy of John Rawls, known as “Justice as Fairness,” is discussed. This philosophy examines the responsibilities social actors hold toward their societal…
Abstract
Purpose
In this paper, the philosophy of John Rawls, known as “Justice as Fairness,” is discussed. This philosophy examines the responsibilities social actors hold toward their societal organizations. From an Islamic perspective, justice is pivotal in safeguarding collective interests, aligning with Rawls' conviction that just societies nurture happiness and foster well-being across various life aspects. To achieve customer welfare, our viewpoint underscores the importance of justice in reflecting on consumer well-being from both Rawls’ theory and Islamic perspectives.
Design/methodology/approach
We adopt a conceptual approach where secular views of Rawls’ “Theory of Justice” are merged with the Islamic view, resulting in novel insights regarding the hermeneutics involved in the notion of justice and the preservation of consumer well-being.
Findings
Our analysis reveals that John Rawls' “A Theory of Justice” aligns with the Islamic perspective in several respects yet diverges in others, notably in the concepts of pre-creation consciousness and divine guidance. These distinctions are emphasized in our paper.
Originality/value
Our paper presents a perspective on justice founded on the concepts of the “Original Position” and the “Veil of Ignorance.” The commentary explores consumer well-being by integrating Rawls' principles with an analysis that elucidates the role justice plays in enhancing societal welfare.
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Sandra Gamil Metry Habil, Sara El-Deeb and Noha El-Bassiouny
The main aim of this research is to portray how augmented reality (AR) characteristics (augmentation, interactivity, personalization, spatial presence, novelty, entertainment and…
Abstract
Purpose
The main aim of this research is to portray how augmented reality (AR) characteristics (augmentation, interactivity, personalization, spatial presence, novelty, entertainment and informativeness) can enhance online customer experience (OCE).
Design/methodology/approach
This study conceptualizes a new framework that proposes various relationships between AR characteristics and OCE.
Findings
This study is extending the relationships between AR and OCE by including various AR characteristics that have not been tackled by the previous research.
Originality/value
This research provides an original framework on the relationship between AR characteristics and OCE through highlighting the role of media richness theory. The study is considered the first of its kind to combine these AR characteristics and customer experience in a comprehensive framework.
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Juliane Lohmann, Marina Schmitz and Silvia Damme
The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on…
Abstract
The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.
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