Marketing advantages and sustainable competitiveness through branding for the supply chain of Islamic country

Abstract

Purpose Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making. Nowadays, the supply chain is considered a major tool of branding and marketing. After an extensive literature review, it has been found that the studies that test the marketing advantages (MAs) and sustainable competitiveness through branding are scarce. The purpose of this study is to empirically examine the relationship between branding and MAs and mediating the role of sustainable competitiveness. Design/methodology/approach This is a quantitative study. An instrument was adopted, and data were collected. The researchers tested the hypotheses from the survey data from 179 electronic organizations. The data ware analyzed through structural equation modeling to examine the proposed hypothesis of this study. Findings The findings indicate that the relationship among dimensions of branding attitude and MAs were supported (expect reliability). Additionally, this study also revealed that a sustainable competitive variable plays a substantial role as a mediating variable in those relationships. Research limitations/implications This study is a cross-sectional survey. Consequently, the limited sample size from the electric industry may affect the power of generalizability. The next study may be demonstrated for other industries to respect the nature of the branding and MAs among the managerial staff of other industries. Practical implications This study will help managers to understand how to use the supply chain as branding for their MAs through sustainable competitiveness. Originality/value This study adds practical value to the literature on sustainable competitive, branding and MA and supply chain. The study shows that sustainable competitiveness has varying mediating effects on industry value.

Psychological consumer behavior and sustainable green food purchase

“…As per the study, motivating factors are environmental values. However, the results indicate egoistic value as a substantial determinant of attitude (Jiang et al , 2019; Shahbaz et al. , 2021).…”

“…As per the study, motivating factors are environmental values. However, the results indicate egoistic value as a substantial determinant of attitude (Jiang et al, 2019;Shahbaz et al, 2021). Consequently, it is suggested that communication messages may include egoistic values to enhance a positive attitude.…”

Mixing FIFA World Cup alcohol sponsorship agreements with Islamic host countries: a conceptual framework

“…While evidence of and evaluation of brands and marketing in Islamic contexts exists (Georgiadou and Nickerson, 2021; Rhama, 2021; Shahbaz et al , 2021) and for those seeking Muslim tourists and customers (Chong et al , 2021; Sadom et al , 2021; Sulaiman et al , 2021), the present type of case is one not typically considered. For example, Alserhan (2010) suggests a framework for considering Islamic brands as “good deeds,” the performance of which is an important tenet in Islam.…”

The Application of Cloud Computing Service and Voicematic Identification Intelligence in the Supply Chain during the COVID-19 Pandemic

“…Enterprises should take careful consideration when choosing suppliers, such as taking note of the bullwhip effect in the clothing supply chain [12]. Managing the brand supply chain of garment enterprises is critical [13].…”