Islamic Marketing Research Articles

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

PurposeThe 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/approachDescriptive 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.FindingsThe 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/implicationsTwo 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 implicationsThis 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/valueBrand 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.

Pemetaan Pasar Dan Strategi Pemasaran Secara Islami Bagi Usaha Mikro Kecil Dan Menengah

The success of a strategy that has been established largely determined by how much the level of conformity of these strategies with environmental change, competition, as well as the situation of the company. Formulation of the problem in this research is how the mapping market and Islamic marketing strategies in the UMKM business field for Crafts in Jember Regency Balung. The location of this research in Jember Regency Balung. The results of his research is the result of matric Internal External SMEC was at quadrant V which means having Stability/growth strategy to develop future will come. the Islamic Marketing strategies can consist of applying a strategy of maintaining and sustaining, market penetration and product development. SWOT matrix analysis of the SMEC is a Islamic marketing strategy that is in S-O Strategies where this strategy consists of Utilizing Government programmes relating to enterprise development, Developing product quality and Expand market

The role of Islamic marketing ethics towards customer satisfaction

PurposeIslamic marketing ethics focus on the principles of equity, justice and value maximization for the welfare of society. These ethics play a vital role in elevating the standards of customer behavior. The strategy of focusing customer is now considered as important element because of rapidly changing marketing trends in Islamic banks. Therefore, the purpose of this study is to find out the important features of Islamic marketing ethics and identify their effect on customer’s satisfaction in Islamic banking.Design/methodology/approachThis study is descriptive and quantitative. Data were collected from 1000 customers of Islamic banks by applying convenient sampling technique. Smart PLS was used to check the scale validation by confirmatory factor analysis. To test the hypotheses, structural equation modeling technique was used.FindingsResults enlightened that Islamic marketing ethics play a significant role in enhancing the customer’s satisfaction. Islamic banks should focus on marketing mix along with Islamic and ethical perspectives to improve the customer’s satisfaction level.Practical implicationsThis study highlighted that Islamic marketing ethics have great impact on customer satisfaction. Therefore, Islamic banks need to concentrate on the ethical perspective of Islamic marketing in order to develop long term customer relationships. Islamic banks need to revise their marketing practices, and they should align their marketing tactics with ethical Islamic boundaries. They need to design, communicate and enforce the code of Islamic ethics within organizations.Originality/valueThis paper fulfills an identified need to study how Islamic marketing ethics effect customer satisfaction.

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.

Social marketing: an Islamic perspective

PurposeThe purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline.Design/methodology/approachThis is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories.FindingsThe author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices.Originality/valueThis study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.

ETIKA MARKETING DALAM PERSPEKTIF EKONOMI ISLAM

Marketing is a human activity that is directed to meet the needs and desires through the exchange process. While marketing in the view of Islam is an application of strategic discipline in accordance with sharia values ​​and principles. Assessment of business success is not only determined by increasing economic and financial achievements, but success must also be measured through benchmarks of morality and ethical values ​​on the basis of social values ​​in religion. The type of this research is library research (library research), which is a data collection which is carried out directly on an object to obtain data. This research uses a normative approach which is research based on theories and marketing concepts in Islam. From the results of this discussion it was concluded that, Islamic marketing teaches marketers to be honest with consumers or others. Sharia values ​​prevent marketers from falling into values ​​that must be upheld by a marketer. Four forms of marketing in Islamic Economic Ethics that guide marketing as Rabbaniyah, Akhlaqiyyah, Al-Waqiyyah and Insaniyyah. Some things that must be considered as marketing ethics in the perspective of Islamic economics are having a good and spiritual personality (taqwa), being fair in business, having a good personality and and respecting people's rights and property correctly, serving consumers humbly, always keeping promises and no cheating in marketing, honest and trustworthy and not excessive in advertising goods, do not like to prejudice and bad-mouthing the merchandise of others, do not make bribes (risywah), all forms of marketing activities must provide benefits to many parties and cooperate with each other and provide benefits with the aim of welfare among fellow entrepreneurs.

ANALISIS PEMASARAN SYARIAH TERHADAP PENJUALAN ALAT KONTRASEPSI DI MINIMARKET KECAMATAN BANDUNG WETAN KOTA BANDUNG

Islam forbids selling goods that are misused. Contraception is an item that is sold freely to unmarried people, so there is a lot of abuse of contraception. Based on the background of the problem, the formulation of the problem is as follows: How is sharia marketing ethics regarding contraception, How is the practice of buying and selling contraception in Indomaret, Bandung Wetan Subdistrict, How is the syariah marketing ethics analysis of contraceptive sales in Indomaret, Bandung Wetan District. This study aims to determine how Islamic marketing ethics regarding contraception, the practice of buying and selling contraception in Indomaret, Bandung Wetan Subdistrict, and sharia marketing ethics analysis on the sale of contraceptives in Indomaret, Bandung Wetan District. The research method used is a descriptive analytical method qualitatively. The data source used primary data is data obtained directly from the Indomaret cashier through interviews. Based on the results of the study, conclusions were obtained that it turned out that Indomaret sold contraceptives not in accordance with Islamic marketing ethics and was not in accordance with the purpose of contraceptive procurement, because from the interviews with Indomaret cashiers that they strongly safeguarded consumers' privacy and did not want to know about consumer condoms use or for whom the condom was purchased

Personal intrinsic religiosity and product knowledge on halal product purchase intention

PurposeThis paper aims to increase knowledge about awareness and intention to choose the halal products. This study assessed the effect of intrinsic religiosity and knowledge of halal products on the awareness and purchase intention of halal products. This study also investigated and examined the role of halal product awareness (HPA) in mediating the relationship between personal intrinsic religiosity (PIR) and halal product knowledge (HPK) with halal product intention (HPI). This knowledge will be very meaningful because there are still many types of products that are not halal certified circulating in the Muslim market segment.Design/methodology/approachThis study used a self-administered questionnaire with closed questions. As many as 238 Muslim consumers in Indonesia over 17 years old were selected to be tested for regressive relationships from the four constructs. The Sobel test is then used to explain the mediating role of HPA.FindingsThis study shows that there is a relationship between PIR and HPK to HPA and HPI, and HPA to HPI. This study found that HPA was truly a partial mediation in the relationship between PIR and HPK with HPI.Research limitations/implicationsThis study is conducted in the halal food sector in Indonesia and in certain cultural contexts so that the application of the same model in various sectors and countries can get various results. In addition, the respondents of this study were halal food customers; it would be very interesting to obtain data from other stakeholders such as halal food producers or retailers.Originality/valueAs per the authors’ knowledge, this study becomes the first study in Indonesia to examine the mediating role of HPA in the relationship of PIR and HPK with HPI. Conceptual discussion and results of empirical studies extend previous research on consumer behavior in the halal product market segment. An in-depth study of this phenomenon is expected to contribute in the development of science, especially Islamic marketing and customer behavior.

Islamic marketing and consumer behavior toward halal food purchase in Bangladesh

PurposeThe purpose of this paper is to examine consumer behavior toward halal food purchase in Bangladesh. Specifically, how do individual beliefs about trustworthiness of the halal food products affect individual intentions to purchases and actual purchasing behavior?Design/methodology/approachTo answer this question, a theoretical framework using the theory of planned behavior (TPB) as its basis was established. Using measurement scales created to assess different aspects of trustworthiness, and perceived behavioral control and subjective norms, a survey instrument was developed to test the various relationships implied by TPB. Data were collected from the households located in the metropolitan city of Dhaka during the months of November and December 2017, and the analysis of this data helps answer questions about the different relationships of the constructs of the study.FindingsThe findings of the study revealed that four factors, namely, trustworthiness, attitude, normative structure and self-efficacy, significantly influence halal food purchasing. The results also demonstrated that trustworthiness of halal food is one of the most important variables of food marketing in Bangladesh.Research limitations/implicationsIn reality, there is a serious lacking of halal food marketing particularly in Bangladesh. In this respect, this study can be a pioneer one and may have some limitations in terms of research procedures.Practical implicationsIt is crucial for the halal food marketing and its management organizations to provide their products and services in Islamic way, because it is different from the conventional way of modern marketing.Social implicationsThis result specifically implies that like normative structure and self-efficacy, trust in the authenticity of halal food is particularly important to influence attitude toward halal food purchase in Bangladesh.Originality/valueThis study is perhaps the first study in the context of Bangladesh food market that deals with the halal food purchase behavior of the consumers. In this regard, the findings of the study are important in Islamic marketing and halal food marketing.

Marketing Mix 7Ps in Islamic Perspective

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The impact of ethics on Moroccan consumer behavior toward Islamic banking products

Abstract. Participatory finance is currently operational in Morocco, following the agreement of the central bank, five banks and the subsidiaries of three major foreign banks has the right to provide Sharia-compliant products. These products bring a new dimension to the Moroccan banking services, the practice of the Islamic ethics in the operation of financing is a new component for the Moroccan consumer, the use of Islamic marketing combines the principle of maximizing value with the principles of equity and justice for the well-being of society. This article studies the different behaviors of Moroccan consumer towards participatory products, what values can the ethical dimension bring to Moroccan consumers and how to match they are convinced by these products. In this framework, we conducted a survey of a sample of 362 individuals and used the chi-square test on the SPSS software, from where we found a strong relationship between ethics and consumer choices. Keywords. Ethics, Marketing, Consumer, Banking products, Sharia-compliant. JEL. M31, G20, C12, Z13.

Integrated Marketing and Customers’ Decision Saving Funds in Islamic Banks

Indonesia has a good market potential for Islamic banking business development. However, the market share of Islamic banks is still far behind the conventional ones. Over 5 years, Islamic marketing mix has been integrated with the contemporary marketing mix. This article prudently examines the decision of society to invest their funds in Islamic banks dealing with the integrated marketing mix. Questionnaires had been distributed to 150 respondents of Islamic banks customers. Using analysis of Structural Equation Modeling based on variance (SEM-PLS), this article shows that the integrated marketing mix has taken an influence on customer purchasing decisions, consisting of pragmatism and product, pertinence and promotion, persistence and process. Keywords: SEM-PLS, Islamic banking, integrated marketing

Islamic marketing, consumer empowerment and sustainable development: better concepts, better markets, better policies

Islamic marketing has vast implications for providing a constructively alternative paradigm for marketing research. This is especially so at a time when business studies are expected to contribute to the fight against many socio-economic issues, including climate change. Without a conceptual revisiting of the term of itself, it would fall behind its potential. This article is an attempt to reveal the critical role of historical approach in marketing studies as well as social sciences in general. The adjective of 'Islamic' amalgamates workable morality, masqueraded universalities and novel experiences in itself.

Islamic marketing, consumer empowerment and sustainable development: better concepts, better markets, better policies

Islamic marketing, consumer empowerment and sustainable development: better concepts, better markets, better policies

RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A REVIEW AND FUTURE DIRECTIONS OF ITS NATURE AND APPROACHES

This paper discusses the special relationship between customer satisfaction and customer loyalty. It highlights the significance of studying such relationship via appropriate moderators. This may contribute towards understanding the nature and strength of the relationship. Examining the indirect influences of customer satisfaction on loyalty towards a product or service may highlight obscure relationships. This study concludes that the relationship between satisfaction and loyalty is, at times, beyond a straightforward one. The relationship may include specific moderating factors, depending on customers’ characteristics, such as, psychographic, cultural, and religious factors. This paper finds that a marketing approach, which is, in line with Islamic values, is essential in order to satisfy and retain religious customers. It is hoped that the propositions provided in this study could inspire marketing scholars to develop sound models in understanding the relationship between customer satisfaction and customer loyalty. Keywords: Customer Loyalty, Satisfaction, Islamic Marketing Journal: Eurasian Journal of Social Sciences

The Islamic consumer and the halal market

Despite the growing number of research papers dealing with Islamic consumption and the Islamic marketing themes, concepts like the Islamic consumer and what was used to be called the 'halal' market rise a considerable controversy. Through a literature review relating different theoretical perspectives such as postmodernism, Islamism and its effects on market places, this paper aims to improve our knowledge about the Islamic consumer behaviour and the new emergence of 'halal' market. Opposite to the mainstream thought, this paper argues that being a Muslim does not necessarily involve being an Islamic consumer. Therefore, the Islamic consumer is likely the consumer who seeks to consume some specific products and services that create and symbolise a particular Islamic social identity. This paper is almost the first to establish a clear definition of the Islamic consumer and also of the 'halal' market, distinguishing between the Islamic consumer and the Muslim consumer.

Halal Purchase Intention- A Study on Islamic Banks of Bangladesh

Purchase intention is a term used in consumer behaviour which can influence the augmentation of the brand’s performance. Many researches done on the issue of purchase intention, brands and brand equity but this study focuses only on the Halal paradigm. We have limited our study within the Islamic banking Industry of Bangladesh. Even though Bangladesh is a Muslim major country, yet awareness and knowledge of what is Halal (allowable in Islam) and what is Haram (forbidden in Islam) is really poor. Still majority of the banks are operating in conventional i.e. interest based banking. People follow their religion as some rituals descended from their ancestors, not completely knowing about the actual rules. Purchase intention is a very important term in consumer behaviour and has positive outcome if fostered properly. Marketers thus emphasize precisely in this in order to have better business performance. Halal purchase intention is a new term in the realm of Islamic marketing and branding. There are numerous research done so far on purchase intention and its antecedents’ relationship. However, very few studies have been done on halal purchase intention. This study aims to explore the antecedents of halal purchase intention. Six IVs has been identified- brand equity, brand trust, product involvement, value consciousness, shariah compliance and attitude. To fulfil the purpose, a quantitative research study surveyed on 200 customers and potential customers of the Islamic banks in Bangladesh. Collected data were analysed using partial least squares (PLS) structural equation modelling with the help of Smart PLS 2.0 M3 software. Findings reveal that out of six variables, five namely brand equity, brand trust, product involvement, value consciousness and attitude has significant relationship with halal purchase intention. The outcome of this study devotes the Islamic bank managers to make their marketing choices with the help of purchase intention statistics associated with product demand, market segmentation as well as promotional strategies. This research thus tries to fill the gap and contribute in the literature of Islamic marketing and branding.

Hubungan Antara Orientasi pada Kepuasan Konsumen dan Sistem Pemasaran Berbasis Syariah pada Usaha Kecil dan Menengah (UKM) di Banda Aceh

Abstract: This study aims to investigate the relationship between customers’ satisfaction orientation towards implementing Islamic marketing in Small and Medium Enterprises (SME) through examining the dimensions of service quality and Islamic marketing. In order to achieve the study objectives, questionnaires were designed and distributed over 185 samples of SME entrepreneurs in Banda Aceh. The questionnaires were collected and analyzed by using the modified SERVQUAL model and analyzed with Cronbach Alpha and multiple regression analysis. The study concluded that service quality represented by tangibility, responsiveness, assurance, and empathy were positively related towards Islamic marketing, with the exception of reliability variable that did not have any effect on Islamic marketing. The results of this study will be useful for policy-making by authorities in Indonesia that are responsible for the development of SME sector, especially the Islamic marketing system. Future research is needed to study further on the readiness of the customers for a full-fledged of Islamic marketing implementation.

Retail Islamic banking and financial services

PurposeThe purpose of this study is to identify the determinants of the intended use of Islamic banking and financial services by US Muslims. It builds on the plethora of studies primarily conducted in Muslim-majority countries.Design/methodology/approachAn extended theory of planned behavior model was tested using structural equation modeling. The hypothesized paths were positive attitude, positive subject norms, perceived behavioral control, greater Islamic religiosity and lower perceived cost of being Muslim. A sample size of n = 251 was analyzed.FindingsThe analysis showed that positive attitudes toward Islamic financial services were found to be statistically significant (p < 0.001), and its path was the strongest. The higher Muslim identification path was trending toward being statistically significant (p < 0.086). The analysis also showed that lower perceived cost of being Muslim path was statistically significant (p < 0.035), but in the opposite hypothesized direction. No support was found for the effect of positive subjective norms or perceived behavior control hypotheses.Research limitations/implicationsThe study was exploratory in nature and has limitations, including some discriminant validity problems.Practical implicationsThe paper includes recommendations for US Islamic banking and financial services providers to develop more effective market segmentation and targeting, as well as integrated marketing communication strategies.Originality/valueThis paper fulfills a void in research on Islamic marketing in the West, particularly the USA, a country with a nominal Muslim population.

A comparative analysis of the UN declaration, global business compact, and religious morals in determining global values for business and their application to Islamic marketing

Purpose The continued rise of the multinational and debate as to what constitutes global business values is predicated on the UN Declaration and Global Business Compact. This research suggests both documents explicitly exclude the existence of a foundational ethereal power creating morals thereby nullifying two thirds of the general population’s belief system. The authors argue against humanism as a global value beginning and suggest theism as a better origin and use the scientific method to introduce mathematical axioms supporting theism and complimenting humanism. Ontologically, the theist becomes a stronger base for the scientific inquiry into morals, values and business ethics. A comparison of major religious morals revealed eight factors: assurance; candor, fairness and honesty; character, integrity, truthfulness and exacting in truth; charity and compassion; environment; perseverance and tolerance; sacrifice; and seriousness. The research suggests that the UN documents do not adequately reflect these morals suggesting a change for businesses especially in Islamic regions. Design/methodology/approach A comprehensive review of religious materials emphasizing morals rather than customs, eternal entity description or negative behaviors yielded 1,243 morals and associated synonyms via six religions (Buddhism, Confucianism, Christianity, Hinduism, Islam and Judaism) representing 4.5 billion people. All positive morals were cross-referenced and only common items across all six religions were included. With the 29 common morals, the authors completed a word meaning search and did a second comparison that yielded 8 moral factors or constructs. Findings Eight moral factors were found to be common in all major religions (assurance, fairness/honesty, character/integrity, charity/compassion, environment, tolerance, sacrifice and seriousness). By using the scientific method (Axioms), the authors argue that theism is a better beginning to researching morals and values within business and marketing. Social implications Multinationals should be made aware of the disconnect between the underlying problems of the Global Business Compacts’ values and the global morals identified. The results suggest adopting a codification system based on the pertinent morals as related to economic theories: capitalism, socialism and theism. The use of theism as a base to business and marketing ethics includes billions of customers and employees and their belief systems that should increase the validity and reliability of actions associated with corporate social responsibility, the environment and best practices. Originality/value The UN Declaration and subsequent Global Business Compact are argued to be flawed by its exclusion of religious morals and the historical period in which it was created. By using the scientific method and creating two axioms, the base to all business and marketing ethics must shift to the common moral factors identified.