Forthcoming articles


International Journal of Islamic Marketing and Branding


These articles have been peer-reviewed and accepted for publication in IJIMB, but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.


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International Journal of Islamic Marketing and Branding (7 papers in press)


Regular Issues


  • Islamic Branding as a Tool for Customer Retention: Antecedents and Consequences of Islamic brand loyalty   Order a copy of this article
    by Mohammad Rashed Hasan Polas, Asghar Afshar Jahanshahi, Md Lutfor Rahman 
    Abstract: The main purpose of this paper is to analyze the effects of the characteristics of Halal products and corporate image on Islamic brand loyalty. It further investigated the relationship between Islamic brand loyalty and customer retention by using survey data of 189 randomly selected Muslim customers of Halal Products in Malaysia. The findings confirmed a positive significant relationship between Islamic product characteristics and corporate image on Islamic brand loyalty. It also found a positive relationship between Islamic product characteristics and Islamic brand loyalty on customer retention. However, the paper didnt find any significant relationship between corporate image and customer retention, in contrast with the earlier findings.
    Keywords: Islamic brand loyalty; corporate image; Islamic product characteristics; customer retention; Halal products.

  • Islamic Marketing Mix: Is there a Role for Islamic-Based Strategies?   Order a copy of this article
    Abstract: Development of Islamic marketing as a part of marketing knowledge has urged both academics and practitioners to explore the significance on the theory and practical implication to business and customer. This has been a flourishing new area which has set a new boundaries to current marketing practices. Nevertheless, this area remains understudied with limited empirical evidence, particularly on marketing mix decisions in line with Islamic principles. Therefore, developing an approach exclusively considering distinctive Islamic characteristics is of paramount important. Findings suggest that Muslim customers consider five critical factors that must be emphasized by businesses in conducting their marketing mix. In their order of importance, these factors represent Conformity, Character, Commitment, Conscience and Customer Centrism, then translated into marketing strategies. Therefore, it is proposed that businesses can adopt the strategies in engaging with Muslim customers through their marketing mix activities by consistently conforming to Syariah in particular Halal Standard, exhibiting distinctive characteristics, instilling assurance, embedding morality and conscience and lastly embracing a customer oriented approach.
    Keywords: Islamic marketing; Halal; Marketing strategies,Islamic Marketing Mix.

  • Halal Packaging and Certification in India: Issues and Challenges   Order a copy of this article
    by Rajasekhara Mouly Potluri, Lohith Sekhar Potluri 
    Abstract: The principal objective of this research is to reveal issues encountered and challenges faced in halal packaging and certification along with attitude and awareness of Indian Muslim consumers towards halal. Following a scrupulous review of germane literature related to the halal concept, halal certification, and packaging, researchers garnered required data by employing both quantitative and qualitative methods. The researchers conducted structured personal interviews with the consumers, managers of certification and packaging companies along with a survey method to measure the factors influencing Muslim consumers consciousness and purchase decision. Astonishingly, 98 percent of the Indian Muslims thought that halal means prayer offerings before/during slaughtering of sheep/chicken/cow/camel. After being exposed to the concept, significantly 95 percent of Indian Muslims accepted that familiarize about halal is very important to Muslim consumers for opting halal-certified products. The research has revealed all the issues and challenges related to halal packaging and certification including halal logo, packaging material to be used, human resources etc. The respondents were chosen only from certification and packaging companies and Muslim consumers from the southern part of India. This is a pioneering research effort from the researchers in search of issues and challenges related to halal certification and packaging which is quite beneficial to both the corporate sector and also to the academic world.
    Keywords: Halal; Halal certification; packaging; Indian Muslims; India.

  • Integrating the Theory of Planned Behavior to Identify Determinants of Halal Food Consumption in Japan   Order a copy of this article
    by Wesam Eid 
    Abstract: The halal market is a new emerging market that is worth $667 million. The interest in halal came after the rise of the purchasing power of Muslim consumers and the increasing demands of halal products. This paper followed Bonne et. al (2007) research to identify determinants of halal food consumption among Muslim consumers in Japan by integrating the Theory of Planned Behavior (TPB). The data were collected through a survey method with 102 Muslim respondents. The results show that halal food consumption is determined by positive attitude, subjective norms or the influence of peers and personal conviction. This study also shows that halal food market is still an emerging market in Japan despite the fact that there are a significant number of Muslim consumers living in or visiting the country. Therefore, this study contributes to increasing the awareness of the demand for halal food.
    Keywords: Halal food; Muslim consumers; Theory of Planned Behavior; Consumer behavior; Islamic marketing; Japan.

  • Factors Affecting Small and Medium Family Businesses Internationalization in Saudi Arabia   Order a copy of this article
    by Ahmad Rafiki, Sutan Emir Hidayat, Abdullah Almana 
    Abstract: This study aimed to investigate the factors influencing the small and medium enterprises towards internationalization in the Kingdom of Saudi Arabia. There are variables delineated from theories which influencing the firms internationalization include; size of the firm, firm age, and education of the manager, training, experience of the manager, and network relationship. The descriptive and multivariate regression analysis were used to analyze the data. A combination of stratified and snowball sampling techniques is adopted with a sample size of 119 managers of small and medium enterprises. The results consistent with past studies revealed that the firm size, experience of manager, training, and network relationship had a significantly positive relationship with internationalization. However, contrary to current findings outside Saudi Arabia, education and age of firm did not have a significant positive relationship with internationalization. This study could be considered as a pioneer study of internationalization within the context of Saudi Arabia and expose the specific factors considered by Saudi Arabia family business managers intending to embark on internationalization.
    Keywords: Small and Medium Enterprise; Family Businesses; Internationalization; Saudi Arabia.

  • The Current State of Muslim-Friendly Tourism Policies in Non-Islamic Countries: An Exploratory Study of Koreas Approach   Order a copy of this article
    by Ikran Eum 
    Abstract: Since 2010, Korea has seen a gradual increase in the number of inbound Muslim tourists as a result of the hallyu phenomenon. In response, the Korean government began to promote a welcoming tourism environment to Muslim visitors. The recent crisis caused by the deployment of the THAAD defence system and Chinas reprisal boycott has prompted the Korean government to diversify the local tourism market, shifting its focus from Chinese to Muslim tourists. This study explores the status of Koreas hospitality industry with regard to inbound Muslim tourists. Findings indicate that Koreas domestic tourism industry has responded swiftly to the needs of Muslim tourists by establishing a Muslim-friendly tourism environment. However, Koreas Muslim-friendly policy faces two main challenges: the lack of hospitable infrastructure for Muslim tourists outside of Seoul, and a prevailing anti-Islamic sentiment among Koreans who oppose government policy
    Keywords: Islamic tourism; halal tourism; Muslim-friendly tourism; hallyu; Korean Wave; anti-Islamic sentiment; Islamophobia; THAAD; Islamic consumerism; Muslim tourists; Korea’s halal policy.

  • Modest, modern and diverse: a review of marketing communication visuals of Islamic fashion brands
    by Muhammad Talha Salam, Nazlida Muhamad, Vai Shiem Leong 
    Abstract: This paper presents a comparative analysis of marketing communication visuals of four Islamic fashion brands. In general, the marketing communication visuals of these Islamic fashion brands were found to display diversity in terms of being modest and modern, use of human models, and positioning as an Islamic brand. Based on the review of selected Islamic fashion brands, the tenor and diversity in their marketing communication visuals was attributed to three influencing factors. These factors included cultural diversity, interpretation of Islamic injunctions and competition in the target market. Based on the tenor of marketing communication visuals and influencing factors, a conceptual framework on Islamic fashion brand was proposed to provide insights into the marketing communications practices of Islamic fashion industry.
    Keywords: Islamic fashion brands; marketing communication visuals; modesty; fashion advertising; veiling