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 Articles will not be published until the final proofs are validated by their authors.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 (10 papers in press)


Regular Issues


  • Towards A Theory On The place of Goods and Services in Islamic Marketing   Order a copy of this article
    by Zakaria Boulanouar, Bronwyn Wood 
    Abstract: This paper seeks to advance Marketing Theory by introducing two consumption models, developed from the Islamic teaching, to contribute to the theory base of the new field of Islamic Marketing. The paper uses the universally accepted Islamic book of guidance, The Quran, to construct and explain the role goods and services can occupy in the lives of all consumers. Given the increasing interest in the field of Islamic Marketing, and in the Muslims as a consuming segment, this paper also outlines implications for consumers and for businesses, most especially in terms of promotional appeals and positioning in communication offerings.
    Keywords: Islamic Marketing; Marketing Theory; Consumption; Promotion of Goods and Services; Place/Position/Roles of Goods and Services.

    by MUSA GAMBO K.K. 
    Abstract: Mosque is a place for Muslims worship. During the time of the Prophet (peace and blessings of Allah be upon him) and the four rightly Guided Caliphs, mosques were used as the main places for political and administrative base. Thus far, to strengthen the mosque institution, effective leadership and management practices are required. Two main bodies are often involved in mosque management namely; mosque organization committee and mosque officers. The former plans and executes all activities in the mosque while the latter are appointed by the Mosque Council or Board to oversee routine mosque operations. To this end, this paper seeks to examine the leadership and management activities of Alfurqan Mosque situated at Alu Avenue, Kano Metropolis, Kano State, Nigeria. This is motivated out of the concern from many quarters about the methodology of managing Mosques especially by some Imams and other Mosque leaders in Nigeria and the effect of such practice on the Muslim congregations. Qualitative design is employed for the study through interview with key officers of the mosque who are selected using purposive sampling. The paper adopts descriptive analysis using thematic approach. Findings from the study revealed that Al-Furqan mosque is well managed under good structure, staffing and skills necessary for effective management. Consequently, it is recommended that Muslims in Kano should consider mosque as an institution for socio-economic development and should be utilized as such with proper leadership and management. To this end, mosques in Kano should emulate the management structure of Al-Furqan by using it as a case study for proper mosques management and leadership in Kano.
    Keywords: Mosque; Leadership; Mosque Management; Mosque Activities; Alfurqan Mosque.

  • Traditional Cultural Values Versus Religiosity: Saudi Female Purchase Intention of Turkish Islamic Fashion   Order a copy of this article
    by Tagreed Abalkhail 
    Abstract: The purpose of this study was to examine Saudi female attitude and purchase intention toward Turkish Islamic fashion from both the cultural and religious perspectives. A total of 204 women were surveyed. Data was collected in the capital city of Saudi Arabia and assessed using a structural equation model. The findings revealed that the attitude toward Turkish Islamic fashion is slightly positive while the purchase intention is almost neutral. The results also exhibited the positive impact of religiosity and traditional cultural values upon attitude toward Turkish Islamic fashion. Likewise, attitude toward Turkish Islamic fashion and traditional cultural values had significant positive impacts on purchase intention.
    Keywords: Traditional cultural values; Religiosity; Turkish Islamic Fashion; attitude and purchase intention.

  • A Collection of Islamic Advertising Principles: Revisited and Detailed   Order a copy of this article
    by Ali Shafiq 
    Abstract: This paper provides a detailed exposition of the principles of Islamic advertising, as found in the writings by religious and academic scholars and extracted from relevant verses of the Holy Quran. This paper is theoretical in nature and uses content analysis for the findings. The principles detailed here open newer and wider avenues for research in the area of Islamic marketing/advertising and will help in furthering the nascent concept of Islamic advertising. Islamic advertising concept stands contrary to the contemporary practices. As such this paper has great implications in terms of application of Islamic advertising to real-world practices too. With a growing concern for business ethics, the concept of Islamic advertising will not only eradicate the ill-effects of contemporary advertising, but will also provide sound evidence for revising advertising policies
    Keywords: Islamic advertising; Islamic marketing; un/ethical advertising; criticism on advertising; ethical marketing.

    by Emy Ezura A Jalil 
    Abstract: Halal awareness is becoming increasingly important to Muslims communities around the world, as Muslims form the majority of consumers of Halal related products and services. However, due to the stringent protocols and modules to be followed by halal food producers about cleanliness and hygiene, Halal food products are increasingly gaining acceptance by non-Muslims alike. Stringent protocols and modules are applied throughout the Halal food supply chain, from sourcing to production and distribution. When the manufacturer puts a halal logo on a product, it is a validation of a products Halal compliance. This study looks at the traceability and accessibility of halal product information, both of which are significant in achieving halal sustainability. Data for the study was collected via a questionnaire targeted to Muslim and non-Muslim consumers of halal food products. Correlation and regression analyses were used in this study to address the existence of a relationship between the traceability and accessibility on the enhancement of Halal sustainability.
    Keywords: Halal food products; Halal sustainability; traceability; accessibility.

  • 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. Interest in this growing area came after a recent rise in the purchasing power of Muslim consumers and the increasing demand for halal products. This paper follows 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). Results based on data collected through a survey of 102 Muslim respondents shows that halal food consumption is determined by positive attitude, subjective norms or the influence of peers and personal conviction. This study also shows that the 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 in increasing the awareness of the demand for halal food.
    Keywords: Halal food; Muslim consumers; Theory of Planned Behavior; Consumer behavior; Islamic marketing; Japan.

  • Muslim consumers attitudes toward fashion advertising: a conceptual framework   Order a copy of this article
    by Muhammad Talha Salam, Nazlida Muhamad, Vai Shiem Leong 
    Abstract: A theoretically established framework for attitudes toward advertising is furthered in the relatively less researched yet increasingly significant areas of fashion advertising and Muslim consumers. Two additional factors, fashion consciousness, and religious commitment are proposed as antecedents to attitudes and behaviors toward fashion advertising among the Muslim consumers. Both these factors are proposed based on the precedents in research on attitudes toward advertising and they manifest consumers involvement with fashion and religion. The directionality of relationships between different factors is posited based on the existing research on Muslim consumers as well as substantiated evidence from reports of consumer reactions.
    Keywords: Muslim consumers; attitudes toward advertising; fashion advertising; fashion consciousness; religious commitment; religiosity; conceptual framework; attitude theory; beliefs; behaviors.

  • Antecedents of Trust toward Islamic Banks: a qualitative study   Order a copy of this article
    by El Jed Nabila, Zghal Mustapha 
    Abstract: All over the world, customers have adopted Islamic banks for various reasons (religious, Sharia compliance, quality of services, ethical behavior, convenience etc.). Trust is one of the major factors in patronizing Islamic banks. The purpose of this paper is: to determine the antecedents of trust towards Islamic banks in Tunisia. Therefore, to propose a model of the determinants of trust towards Islamic banks. The paper is designed of two parts: a literature review on Islamic banking, followed by a qualitative study, was carried out. The data was collected via a semi-direct interview administered to a convenience sample of 12 people. The sample of 58% of men and 42% of women, aged between 26 and 70 from different social and professional categories like liberal professions, middle and senior management, were interviewed. Data was processed using a thematic analysis. The literature review identified two groups of antecedents: characteristics of customers (religiosity, familiarity and propensity to trust) and characteristics of Islamic Banks (communication, compliance with the Sharia, reputation as well as shared and ethical values). The qualitative study confirmed this choice. Indeed the value of this article lies in the fact that this study focuses on the determinants of trust towards Islamic banks taking into account the characteristics of both Islamic banks and consumers. Nevertheless, few studies dealt with consumer behavior in relation to Islamic banking.
    Keywords: Islamic Banks; Trust; Model; religiosity; familiarity; propensity to trust; Sharia compliance; ethical values; qualitative study.

    by Ashraf M. Attia, Rana Fakhr, Mostafa Shalaby, Hibatullah Attia 
    Abstract: Social media is a driving force that has a powerful marketing impact on the political and social lives of citizens throughout the world. Limited research studies have been published on the impact of social media marketing on political and behavioral change in the Muslim World. This research proposes a framework to exemplify the impact of social media marketing on behavioral change as a showcase from the Tunisian Jasmine Revolution. This research demonstrates the facilitating role of social media marketing in impacting the political and actual behavior of Tunisians during and after the revolution to facilitate the disposing of one of the prominent dictators in the Arab and Muslim World and transforming Tunisia toward a democratic society. This case study provides an in-depth analysis of the consequence variables of the Jasmine Revolution and sheds light on several marketing and political implications.
    Keywords: social network; social media; social media marketing; behavioral change; political change; electronic commerce; branding; Islamic marketing; Tunisia; revolution; Jasmine revolution; marketing; Muslim; Arab spring.

Special Issue on: 16th International Conference of ATM Islamic Marketing in Africa

  • Tunisian customers motivation to choose between Islamic and conventional banks   Order a copy of this article
    by Nihel ZIADI, Kaouther BEJI 
    Abstract: This paper aims at identifying the added values of Islamic banking. The obtained results statistically retain all of our research hypotheses. Thus, compliance with the rules of Islamic ethics, shariaa, comes as the most attractive value perceived by Tunisian customers.
    Keywords: Islamic banks; conventional banks; added value; Islamic ethics; "shariaa" laws.