Islamic branding: insights from a conceptual perspective

Abstract

Purpose The 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/approach The 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. Findings The 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/implications The proposed Islamic branding model has not been empirically tested in this study. Originality/value Islamic 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.

Ambiguity of Television’s Religious Broadcasting Programs: Between Education or Reality

“…This is a huge number considering that the Indonesian market is dominated by Muslims (Grim & Karim, 2011). Temporal said that Muslims tend to consume products in accordance with Shariah, namely in accordance with existing Islamic laws (Bukhari & Isa, 2019;Hasan, 2019;Pink, 2020;Temporal, 2015).…”

Islamic Symbols in Personal Care Products and Muslim Consumers’ Purchase Intention: Effects of Perceived Religious Symbolic Value, Religiosity, and Attitude towards the Products with Islamic Symbols

“…Furthermore, the association of perceived religious symbolic value, attitude towards the products with Islamic symbols, and Muslim consumer" purchase intention has also been ignored in this arena. Some past research have studied the use of religious cues in advertising (Minton, 2020;Hasan et al, 2016;Butt et al, 2018;Naseri and Tamam, 2012;Mallia, 2009;Henley et al 2009) or food packaging (Akbari et al, 2018;Hussin, Yusoff and Yusof, 2015;Bakar et al, 2013) and its impact on Muslim consumers" responses such as purchase intention, while some other studies focused on halal product purchase intentions (Nurhayati, and Hendar, 2019;Naseri, 2021;Ali et al, 2020;Yunus et al, 2014;Shaari and Arifin, 2009;Mukhtar and Butt, 2012;Varinli et al, 2016;Aziz and Chok, 2013); Islamic branding or Islamic Brand purchase intention (Ya et al, 2017;Kusumawardhini, Hati and Daryanti, 2016;Bukhari and Isa, 2019;Alserhan, 2010). None concerns the role of attitude towards the product with Islamic symbols along with religiosity and perceived religious symbolic value in influencing the consumers" purchase decision.…”

“…Earlier studies focused on the use of religious cues or Islamic symbols in advertising (Kalliny, 2020;Zehra and Minton, 2020;Butt, 2018;Hasan et al, 2016;Naseri and Tamam, 2012;Henley et al, 2009), or food packaging (Bakar et al, 2013;Akbari, Gholizadeh and Zomorrodi, 2018;Hussin, Yusoff and Yusof, 2015) and its impact on Muslim consumer"s responses. Besides, some other studies focused on halal product or halal brand purchase intentions of Muslim consumers (Khan, Sarwar and Tan, 2020;Haque et al, 2018;Haro, 2018;Varinli et al, 2016;Yunus et al, 2014;Mukhtar and Butt, 2012;Aziz and Chok, 2013;Shaari and Arifin, 2009), or effects of halal sign and symptoms on purchase intention (Ghadikolaei, 2016;Bashir, 2019); while others focused on Islamic branding (Bukhari and Isa, 2019;Polas, Jahanshahi and Rahman, 2018;Malik and Khan, 2016;Yusof and Jusoh, 2014;Alserhan, 2010;Maamoun, 2016) or Islamic brand purchase intention (Kusumawardhini, Hati and Daryanti, 2016). None shed light on the key factors that influence Muslim consumers" intention to purchase personal care products that use Islamic symbols.…”

Halal vaccination purchase intention

“…This can provide insights into any differences that may exist within different Muslim consumer markets. The integration of the “religiosity” variable can allow the Halal vaccination brands to capture the emotional side of the Muslim consumers that play a predominant role in their buying behavior (Bukhari and Isa, 2019).…”