Where is “Islamic marketing” heading?

El‐Bassiouny, Noha

doi:10.1016/j.jbusres.2015.05.012

Cited by 22 publications

(13 citation statements)

References 89 publications

(100 reference statements)

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“…Although tourism in Islam is mainly associated with Hajj and Umrah, Muslims are allowed to travel for other purposes such as knowledge and learning and to see the creations of God and enjoy the beauty of the world (El-Gohary, 2016;Hussain, 2015). Muslims, like any other consumer segment, prefer holidays but they demonstrate "unique and identifiable homogenous traits" (El-Bassiouny, 2016). Hence, the motives behind travel undertaken by Muslims may not necessarily be spiritual.…”

Section: Halal Tourismmentioning

confidence: 99%

Halal holidays: How is value perceived by Muslim tourists?

Rodrigo

Turnbull

2019

Journal of Tourism Research

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This study explored the perceived values considered by Muslims when undertaking a halal holiday. The data for the study were gathered via 21 semistructured interviews conducted among Sri Lankan Muslims. Incorporating the theory of consumption values developed by Sheth, thematic analysis was used explore the key perceived consumption values that Muslim travellers associated with halal tourism. The findings of the study demonstrate that the perceived value associated with halal holidays is multidimensional, comprising both consumption and Islamic religious values such as Iman (faith), which refers to the conscience, and suggest that “Muslims should act within the Sharia (Islamic Law), and only choose what is halal and remember Allah when making decisions”. This study contributes to the body of knowledge on consumer perceived values by emphasizing that in the context of halal holidays, Islamic values captured by Iman play a significant role in customer expectations regarding perceived consumption values. Thus, tourism and hospitality organizations need to develop products and services that are Sharia‐compliant. Such initiatives would enable tourism and hospitality firms to demonstrate their responsiveness to specific cultural needs.

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Section: Halal Tourismmentioning

confidence: 99%

Halal holidays: How is value perceived by Muslim tourists?

Rodrigo

Turnbull

2019

Journal of Tourism Research

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“…Customers are in the central position for all activities in IM. Religiosity as an important variable of IM influences the behaviour of Muslim customers because Muslim consumption behaviour is a matter of both personal religious commitment and conformance to the state laws regarding halal and haram (Ashraf, 2019; Diandri, 2019; El‐Bassiouny, 2016; Fatema et al., 2018; Ghazali et al., 2018; Hamelin et al., 2018; Ihtiyar, 2019; Mukhtar & Butt, 2012; Nurhayati & Hendar, 2019; Uysal & Okumuş, 2019). However, it should be remembered that IM is not confined to serving Muslim customers, a growing number of non‐Muslim customers are attracted by IM because IM brands have high levels of consumer confidence based on the safety and quality of products offered (Hassan & Sengupta, 2019; Wilkins et al., 2019).…”

Section: Findings and Discussionmentioning

confidence: 99%

“…Consumer and customer behaviour are the most widely researched areas in IM literature. Researchers approached customer and consumer behaviour research from various perspectives—from focusing on the role of religiosity on consumer behaviour (Ashraf, 2019; Diandri, 2019; El‐Bassiouny, 2016; Ihtiyar, 2019; Uysal & Okumuş, 2019), customer loyalty (Wahyuni & Fitriani, 2017; Zainudin et al., 2018), behaviour of non‐Muslim customers (Diandri, 2019; Misnan et al., 2018; Wilkins et al., 2019), to focusing on the halal status of consumer purchase (Ireland, 2011). Various factors, such as—religiosity, subjective norms, and ethnocentrism influence the buying and consumption behaviour of consumers.…”

Section: Future Research Directionsmentioning

confidence: 99%

Islamic marketing: A literature review and research agenda

Mamun

Strong

Azad

2020

Int J Consumer Studies

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This study adopts a novel approach by combining two complementary tools: bibliometric method of scientific mapping and content analysis of 113 published articles on Islamic Marketing (IM) to provide a comprehensive review of IM literature and pinpoints potential research areas. Results reveal that earlier studies have only examined multiple facets of IM while keeping theoretical perspective almost untouched. Results also highlight the concentration of publications to Islamic‐specific journals, restricting its focus to minimum issues of IM, thereby exerting limited influence on greater business community. This study reveals five distinct areas within IM research: (a) Theoretical aspects of IM and Muslim consumers, (b) IM ethics and practices, (c) Halal logistics and Consumer behaviour, (d) IM Communications, and (e) IM strategies & Globalization. Thus far, studies have predominantly investigated these IM aspects while the other areas remain relatively under‐researched. Potential research agenda in the IM literature emerge that present avenues for future research, namely to: (a) examination of process, physical evidence and performance elements of marketing mix and (b) examination of IM mix for ensuring customer and religious satisfaction apart from other future research areas identified in this study.

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“…To touch the hearts and souls of the Muslim consumers, brands need to integrate all the related Islamic principles in their branding strategy. Muslim consumers prefer brands that embrace the values that are important or obligatory in Islam, such as purity of the whole supply chain process, ethical business practices, fulfillment of the rights of all the stakeholders and a higher purpose to business that goes beyond sales and profitability (El-Bassiouny, 2016). Marketers need to recognize the spiritual needs of Muslim consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

Islamic branding: insights from a conceptual perspective

Bukhari

Isa

2019

JIMA

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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.

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Where is “Islamic marketing” heading?

Cited by 22 publications

References 89 publications

Halal holidays: How is value perceived by Muslim tourists?

Halal holidays: How is value perceived by Muslim tourists?

Islamic marketing: A literature review and research agenda

Islamic branding: insights from a conceptual perspective

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