Expectations of Muslim consumers from the halal sportswear industry

Soygüden, Aydoğan

doi:10.1504/ijimb.2020.113159

Cited by 3 publications

(1 citation statement)

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“…Muslim female athletes’ sports participation presents obstacles, with the dress code and food aspects impacting their participation and branding. Finding appropriate dresses and sportswear is not always possible for Muslim female athletes (Krisjanous et al , 2022; Soygüden, 2020), which can influence their ability to participate in international competition (Qureshi and Ghouri, 2011), thereby impacting their success and branding activities.…”

Section: Discussionmentioning

confidence: 99%

Understanding and overcoming the obstacles in Muslim female athlete branding

Hasaan,

Berndt,

Fişne

2024

JIMA

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Purpose The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them. Design/methodology/approach These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes. Findings The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them. Research limitations/implications The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods. Practical implications The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers. Originality/value This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.

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Section: Discussionmentioning

confidence: 99%

Understanding and overcoming the obstacles in Muslim female athlete branding

Hasaan,

Berndt,

Fişne

2024

JIMA

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The Muslim community and sport scholarship: a scoping review to advance sport management research

Hussain

Cunningham

2022

European Sport Management Quarterly

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An Empirical Analysis on Perceived Compliance of Islamic Marketing Principles in Bangladesh

Hasan

2022

International Journal of Asian Business and Information Management

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The study aims to investigate the level of perceived compliance to Islamic marketing principles in Bangladesh. The study has analyzed the impact of attitude toward Islamic marketing, ethnocentrism and religiosity on the perceived compliance of Islamic marketing. The study is empirical and based on the primary data. Data collection has been carried out through the distribution of structured questionnaires and online survey. The results show that businesses in Bangladesh do not satisfactorily comply with sharia principles to conduct marketing activities. Moreover, the study shows that religiosity has significant negative impact on perceived compliance of Islamic marketing practice but ethnocentrism has significant positive impact. Attitude toward Islamic marketing has negative insignificant effect on perceived compliance of Islamic marketing.

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Expectations of Muslim consumers from the halal sportswear industry

Cited by 3 publications

References 0 publications

Understanding and overcoming the obstacles in Muslim female athlete branding

Understanding and overcoming the obstacles in Muslim female athlete branding

The Muslim community and sport scholarship: a scoping review to advance sport management research

An Empirical Analysis on Perceived Compliance of Islamic Marketing Principles in Bangladesh

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