Purpose -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? Design/methodology/approach -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. Findings -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. Research limitations/implications -This is a conceptual paper and, as such, it is subject to the same limitations surrounding similar conceptual academic works. Practical implications -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. Social implications -The IB practices have the potential to add a human touch to the exploitive conventional branding practices common among today's marketers. Originality/value -This is the first paper of its kind that conceptualizes and clarifies the various facets of IB.
Purpose -The purpose of this paper is to establish whether Muslim consumers qualify as a homogenous billion-consumer group and, if they do, ask if they have been researched adequately in comparison to the other established, three-billion consumer groups: China, India, and women. Design/methodology/approach -A review of articles and conference papers in the field of Islamic marketing was used to indicate the homogeneity or heterogeneity of the Muslim consumer group. This was followed by counting all of the articles that have been published in marketing journals listed in Business Source Premier database which are related to the consumer groups mentioned above. Findings -The article review revealed a near consensus on the homogeneity of the Muslim consumer group. Moreover, the article count revealed that the Muslim consumer segment is under-researched in comparison to all the other major consumer groups. Finally, it was found that only six of the high-ranking Marketing journals ranked within the top ten marketing journals published articles on one or more of the four segments identified in this study. The leading journals were clearly the Journal of International Marketing and the Journal of Industrial Marketing Management, publishing 50 and 49 articles, respectively, a number unmatched by any other high-ranking journal. Originality/value -This is the first study of its kind that presents empirical evidence about the amount of research Muslim consumers received within the last eight decades.
Luxury brand consumption by female consumers in the rich Arab Gulf states has never been systematically studied, and thus most of our knowledge in this area remains shaped by preconceived notions that are not likely to withstand scientific scrutiny. This study fills that gap in research and provides significant evidence on the actual consumption behavior of this enigmatic consumer segment. In our study, focus groups and expert feedback were used to construct a Luxury Consumption Scale (LCS) to measure actual luxury purchases, while Tiliouine's Scale (RS) was used to measure religiosity. Results show that the sample tended to be religious with moderate luxury consumption, but no relationship was observed between these two. Results also demonstrate that brands transcend boundaries; ridges created by politicians and extremists are bridged by Burberry, Hermes and Versace. Religious Arab women did not perceive a problem in being defined by international brands of non-Muslim origin. This study contributes to the literature by examining the underexplored intersection of female luxury brand consumption and religiosity in the lucrative markets of the Arab Gulf.
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