Islamic Branding Research Articles

An investigation in consumers’ purchase intention regarding islamic brands with respect to tears

There is a new big trend in the globe of marketing and branding-it is green not the traditional grass green, but an intense green i.e. a traditional color of Islam (Young, 2007). Twenty three percent of world population is Muslims and following religion Islam so in order to satisfy these customers the trends are changing and Islamic marketing and Islamic branding are emerging and getting attention of researcher and marketers. The purpose of this paper is to investigate purchasing intention of brands that having Islamic names with reference of TEARS (trustworthiness, expertise, attractiveness, respect and similarities) in Pakistani setting. This research is evaluating that the brands with Islamic names are more trustworthy, attractive and their manufacturer are expert and this thing will lead to purchase intention. The questionnaire administered survey were conducted to collect data from 385 sample size but only 299 respondents give respond. Non probability sampling was adopted and collected data were analyzed with the help of SPSS to comply objectives and conclusion. Correlation and multiple regression analysis were conducted in order to evaluate the hypothesized relationships between variables. Positive relations were observed between trustworthiness, expertise, attractiveness, respect, similarities and purchase intention. It is found that these TEARS not necessary lead to purchase instead of having positive relation. After study it is reveal that assigning Islamic names to brand is not enough and consumer think it as marketing strategy and low quality product. Manufacturer should think before endorsing the Islamic names to their brands these names are respectful, trustworthy, and attractive but not leading to capture a huge number of customers.

Analysis of Millennial Generation Behavior in Consuming Halal Products: Structural Equation Model-Partial Least Square (SEM-PLS) Method

<pre> </pre><pre><em>The elevated demand of Muslim consumers for halal products is a business opportunity for producers or companies. So that attention to consumer behavior of halal products is part of market valuation that is important for achieving success in the halal industry. Meanwhile, the millennial generation will have an influence in determining the trend of product use especially since entering the digital era. So it is important to conduct further studies on the behavior of the millennial generation in consuming halal products. This research was conducted by collecting data through distributing questionnaires to 100 respondents classified as millennial generation. Then the data collected is processed with Structural Equation Modeling-Partial Least Square (SEM-PLS) and gives conclusion that the interest of millennial generation in buying halal products is influenced by Islamic branding and individual religiosity factors. While the satisfaction of the millennial generation in consuming halal products is influenced by the price factor of these products, Islamic branding and religiosity factors. Furthermore, Islamic branding indirectly influences the buying interest and satisfaction of the millennial generation in consuming halal products through a variable mediating religiosity. Therefore, Islamic branding is an urgent matter that must be fulfilled for companies that have a focus on the development of halal industrial.</em></pre><pre><em> </em></pre>

Islamic branding: insights from a conceptual perspective

PurposeThe 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.Design/methodology/approachThe 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.FindingsThe 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.Research limitations/implicationsThe proposed Islamic branding model has not been empirically tested in this study.Originality/valueIslamic 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.

Islamic branding, religiosity and consumer decision on products in IAIN Salatiga

Islamic branding practices have recently been the main discussions within practitioners' and academicians' in the recent years. Several experts reported that Islamic branding concept has attracted interests of many companies. Muslim consumers are to be more selective in consuming their products. The labelling of halal may not always guarantee that the product is. This study aims at finding out how Islamic branding influences consumers' decision and whether consumers' religiosity correlates with Islamic branding and their decision in choosing products. The population of this research academic community of IAIN Salatiga. The samples of this research are 100 randomly chosen participants. A 5-scale Likert questionnaire was used in this study and was then analysed using double linear regression model. The results indicated that Islamic branded has the power of 9.4 % in influencing customers' decision. Meanwhile, 90.6 % of customers' decision was influenced by other factors. Additionally, religiosity as the moderating variable weakens the correlation between Islamic branding variables and customers' decision.

REPRESENTASI BRAND ISLAMI DALAM PRODUK KOPI (ANALISIS SEMIOTIKA ROLAND BARTHES PADA BRAND PRODUK KOPI)

Brand is the important thing in the process of buying a product. The majority of the Indonesia population is Muslim. Many products in the market are doubtful about the level of halalness. This study examines the representation of Islamic brands of coffee products to influence purchasing decisions. Although many factors influence purchasing decisions such as price and taste, the focus of research remains on Islamic brands. This study is entitled Representation of Islamic Brands in Coffee Products - Roland Barthes's Semiotic Analysis of Coffee Product Brands Sakinah . The Semiotic Roland Barthes approach which is the basis of the analysis of this research is because many cultural elements will be involved. This qualitative research approach with analytical triangulation techniques which are data triangulation, method triangulation and theory triangulation. The results of this study are Islamic brands be easily accepted by the Indonesian market, which is predominantly Muslim. By using Islamic brands that have an impact on consumer confidence in the halalness of the product. In addition, using familiar words such as Sakinah will speed up the process of receiving products in the community. Thus, it will be easily to promoting products in the Indonesia because Islamic brands similar with halal food .

India – an untapped market for halal products

PurposeIndia has an over-180-million Muslim population, which makes it an ideal marketplace for halal products. However, not much research has been done to understand the opportunities and challenges pertaining to halal business in India. The purpose of this study is to explore and examine how halal products are perceived by the Indian consumer and how these products are creating values for a larger consumer base.Design/methodology/approachThe paper opted for an exploratory study using an inductive approach. To understand the peculiarities of the issue, the authors also used the case-research approach to develop a broader understanding of the topic.FindingsFindings of this study show that the market and consumers are increasingly becoming more aware of halal products in India. Further, the demand for such products is no longer limited to Muslims. Halal products have also become an attractive option for consumers, as they are also addressing safety and environmental concerns. This is an essential factor for a flourishing certification business in India.Research limitations/implicationsA limitation of this study is a quantitative study which could have been conducted to confirm the findings of this research. Further, the sample was limited to participants in the age group of 21-30 years. Older people might share a different perspective on halal products because they are believed to be more experienced and socially conscious. Further, our cases were limited to a certifying agency and cosmetics agencies.Practical implicationsOne important implication of this study is that it reaffirms the success of Islamic branding in the India context. Though this research was carried out on a limited scale, it opens up opportunities to examine the halal phenomenon in more detail. Acceptability of halal products among non-Muslims is a sign of growing tolerance among different communities to accept and adopt culture and practices of a different religion in their daily living.Social implicationsThe authors have observed that halal products and Islamic branding as a whole can positively help in reshaping the image of Islam across the globe. Observations such as identifying halal products being eco-friendly reflects the increased sensitivity among the consumers in the developing nations, which were earlier a behavior common among the Westerners.Originality/valueTo the best of the authors’ knowledge, no other study has been done to explore the halal product market and consumers’ perception in the Indian context. This is particularly an important contribution because India is a home for over 180 million Muslims and a marketplace worth trillions of dollars. Further, past research in the area of religious marketing was limited to conceptual papers. This paper is an attempt to re-initiate discussion through empirical studies on Islamic branding in the emerging economies context.

Measuring corporate halal reputation

PurposeThe purpose of this paper is to introduce a new framework to measure corporate halal reputation. In this conceptual paper, the “Corporate Halal Reputation Index” is proposed, which acts as predictor for corporate halal reputation and sales in Muslim markets.Design/methodology/approachThis paper builds further on previous work published in the Journal of Islamic Marketing on Islamic Branding. Research propositions are constructed on the drivers and moderating variables of corporate halal reputation.FindingsHalal authenticity, trustworthiness of halal certification body, messages by company and supply chain partners, messages by external stakeholders and the moderating variables category of Islamic brand and sensitivity of product are expected to determine the corporate halal reputation. Alignment between the corporate halal reputation drivers and halal market requirements will be critical for brands to earn and protect their license to operate in Muslim markets.Research limitations/implicationsThis conceptual paper proposes that halal authenticity, trustworthiness of halal certification body, messages by company and supply chain partners, and messages by external stakeholders, as well as two moderating variables, are essentially determining the corporate halal reputation. However, empirical research is needed through a case study and survey research to validate the proposed “Corporate Halal Reputation Index” and test these research propositions.Practical implicationsThis study shows that corporate halal reputation management is different from conventional corporate reputation management. The corporate halal reputation index should be measured and included in balanced scorecards at top management level.Originality/valueThe “Corporate Halal Reputation Index” is envisioned to be the new key performance indicator for both the top management and halal committee (halal management team) operating in Muslim markets. As there is an evident lack of academic research in the field of corporate halal reputation management, it provides an important reference for corporate communication and Islamic branding and marketing.

The impact of culture on consumer’s perception of brand identity

PurposeThe purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab Emirates and Qatar), and how brands entering new markets, launching new products or modifying existing brands can gain important insights from this to make the brand culturally acceptable.Design/methodology/approachThis study includes both inductive and deductive approaches. The literature review has been conducted to identity the factors of brand identity and culture, followed by the blending of the factors through Delphi method. The relationship that was identified through qualitative approach was further tested through a quantitative survey (n=1,152). The analysis includes, hypotheses testing using the Kruskal–Wallis test.FindingsThe results of hypothesis testing proved that culture does play a significant role in shaping how consumers perceive brand identity. The Kruskal–Wallis test showed a significant difference across three cultures. Only two constructs that were not ranked significantly different across three cultures were brand as a stance and brand through place and time. Findings of this study supported the culture-specific branding, i.e. Islamic branding in the studied context.Practical implicationsBrand identity can be said to be the focal point of all branding activities. Brand identity creation starts with the starting of the product or services and is passed on through the process of brand communication and is manifested through the brand image formation by customer. Once the brand identity for a brand is created, it is very tough to change it; hence, from the very beginning, marketers have to take care of the brand identity. Thus, the findings of this study can be used by brand managers and marketers to create or modify brand identity according to the culture of the target consumers. These findings could also be incorporated for designing Islamic branding strategy for the studied context.Originality/valueThis research uses both qualitative and quantitative approaches to identify the brand identity and culture variables and subsequently probes the relationship among them. This study would help the brand managers in designing the brand identity for the brand operating or planning to enter in the Gulf countries.

The Concept Of Branding In Islamic Business Ethics Perspetive

The objective of this paper is to find out and illustrate the concept of branding that comply with Islamic law. The research method used in this study is a literature review, with books and journals as the main data sources, while using the view point of the Qur'an, Hadith, Ijtihad of the scholars, and other scientific works that related to the research. This study introduces the concept of branding that comply with sharia law that covers the role of branding in business, i.e.: as a differentiator, as an advertisement and appeal, as an image-building tool and as a market controller. Branding ethics in Islam including positive image, Islamic products, fair prices, Islamic brands and advertisement variables that have been adapted to comply the rules of Islamic muamalah, and various examples of branding practices in Indonesia that is sharia compliant, for example: Rabbani brand, Wardah cosmetics, and Sofyan hotel. In this case, branding practice that comply with Islamic ethics is not just an idealistic theory, but it can realistically be applied on practice and has been proven to yield positive brand image and loyality from their consumers.

Islamic Branding and Social Media: Implications on Stay Decisions in Sharia Hotel (Survey on Guest Staying at Noor Hotel: Moeslim Boutique Hotel Bandung)

.

The Influence of Islamic Brand Personality towards Bank Muamalat Surabaya Brand Loyalty

.

Conceptualizing Islamic Brand Engagement

This study aims to conceptualize the Muslim Customer Engagement of Islamic Brands towards Muslim customer loyalty. An in-depth review of literature was carried out to develop this concept, in order to provides a foundation for further researches. This study shows that the Islamic brands could optimize the loyalty of Muslim customer. In addition to this, this research is also expected to be able to provide a brief overview of profitable opportunities in Islamic market business in Indonesia, especially entrepreneurs, marketers and retailers in building an accurate marketing strategies. In terms of customer loyalty, business owners or management need to identify variables that influence this factor, and so this research is also useful in providing new construction, which could be tested and are useful for studying the characteristics of Muslim customer and market. Hopefully this research could fill the literature gaps in Muslim customer behavior study in Indonesia.

Exploring the effects of an Islamic branding strategy for non-food products in Indonesia

While the effectiveness of using an Islamic branding strategy in non-food products is still debatable, there are an increasing number of companies that have 'aggressively' applied this concept. This present study evaluates the effectiveness of using an Islamic branding strategy in non-food products for Muslim consumers in Indonesia. This study uses a quantitative approach. A total of n = 325 respondents from West Sumatera, Indonesia, participated in this study. The research was divided into two studies, the first study was designed to find out whether Islamic branding strategy is applicable in non-food product categories (n = 125 respondents) and the second study further evaluated respondents' responses toward an Islamic retail store image as the place to buy the products (n = 200 respondents). The finding indicates that the use of Islamic branding is effective in non-food products. The availability of Halal products certifications, Islamic endorser image and Islamic image of the store are also considered as influential factors in buying non-food product. These findings are useful for marketers in targeting Muslim consumers that might have different characteristics compared to other market segments.

Exploring the effects of an Islamic branding strategy for non-food products in Indonesia

Exploring the effects of an Islamic branding strategy for non-food products in Indonesia

Developing a Comprehensive Model of Islamic Brand Personality

Islam is one of the largest religions in the world as it is predicted to reach a quarter of the world population by 2030 (Pew Research Center, 2017)and it is considered as the fastest growing religion in the world (Saeed, Ahmed, & Mukhtar, 2001). Muslim consumers are a group that is rarely tapped by the marketing researchers. Brand personality is considered as a factor that can influence the customer satisfaction. Aaker’s Brand Personality dimensions are used as the main theory. Quran and Hadith were used as a guidance to find a model that suits the personality of Islam. Three dimensions namely Sharia Law, Justice, and Trustworthiness were added as a replacement towards the removal of Sophistication and Ruggedness, that were considered not suitable to Islamic Brand Personality. The new model is expected to be a framework that helps the marketers to better understand the aspects that cater the needs of the Muslim consumers.

Measuring the Corporate Brand Image of Islamic Banking Institutions

The measurement of image in the banking sector is important especially to understand customer’s perception towards the bank service. However, the available scales measuring the image of banks are mainly based on the conventional institutions, which neglect the important Islamic values adopted by Islamic bank. As such, this study proposes to develop a reliable and valid scale to measure the functional component of the corporate brand image for Islamic banking institutions. Based on the available literatures and interviews with relevant stakeholders, a modified scale is suggested. The result of EFA and CFA shows that the functional image of an Islamic brand could be divided into four dimensions which are contact personnel, shariah advisory panel, access to service, and service offerings. The results provide a tool that could be used by banking management to measure the bank image.

Advancing Islamic branding: The influence of religious beliefs and religion-compliant product adoption

Advancing Islamic branding: The influence of religious beliefs and religion-compliant product adoption

The Role of Customer Value, Islamic Brand Preference, and Image on Deposit Decision

The objective of this study is to examine the direct effect of Syariah brand preference and image on deposit decision, and the indirect effect of its relationship through customer value. About 200 respondents from 4 Syariah state-owned banks in Malang taken as the sample in this study. By using PLS (Partial Least Square) method with Smart PLS 2.0 software, data collected was analyzed to find out the relationship and path coefficients among the variables. Regarding all of the hypotheses that proposed in this study, that is no direct significant relationship of brand preference on deposit decision. Generally, this study reveals the important role of customer value in enhancing the effect of Syariah brand preference and image on deposit decision among Syariah state-owned banks’ customers in Malang. Further discussion, both applied and theoretical recommendations and suggestions for future research directions are shown in this study. JEL Classification: G21; M31; M37 DOI: https://doi.org/10.26905/jkdp.v22i2.1341

Hybrid Contracts according to Islamic Perspective

To gain a strong position in the banking industry, by meeting a sharia-compliance as well as attractive to customers and be competitive to conventional banks, Islamic banks are extending their products by producing multi-varied contracts or known as “hybrid”. Hybrid contracts are the merger of several pact of contract that make banking products multipart and flexible especially when involved housing financing. As a result of bank's products using the Islamic brand, then it cannot avoid the syariah issues in the legality of the product whether it is permitted or otherwise. It is argued that the product only imitating the conventional practice not in it really wisdom to enhance the welfare to publics. To achieve the goal, this study will analyzed scholars’ arguments on the merger of contract using the Usul Fiqh methodology. This study use a qualitative method by referring to arguments in the fiqh and Usul Fiqh books. The study found that there were two views on the merger of the contract, first who prohibit it and the other is who permitted with conditions and this is the accurate.

The Islamic Marketing and Branding in Europe

The Islamic markets, labelled “Halal Markets”, are nowadays experiencing an active, an amplified and a wide spread which drawa lot of attention in Europe; this led many researchers and academics to delve in this area, besides setting a base to “Islamic Marketing” which goes with the western actuality along with competing in the capitalist traditional market.In the following paper, we exposetwo conflicting elements, in an attempt to examine and analyse them; on the one hand, we attempt to address Western companies’ radicalism, in its pureWestern production orientation; on the other hand, the Islamic lifestyle among youth, overseas Muslims’ children.By the end of the paper, we concluded that numerous Western companies succeeded locally,via exploiting the Islam Pillars, in conquering the Islamic market by which they founded the Islamic marketing in Europe, obtained huge profits. In addition to that, it succeeded in tamingoverseas young generation, who were looking for a typical halal lifestyle and creating their own lifestyle based on a culture built on well-established Islamic beliefs.