Forthcoming articles


International Journal of Islamic Marketing and Branding


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International Journal of Islamic Marketing and Branding (11 papers in press)


Regular Issues


  • The Influence of Transnationality on Consumers Boycotting Behaviour   Order a copy of this article
    by Omar Al Serhan 
    Abstract: A considerable percentage of business organisations are boycotted by consumers. Understandably, boycotting is a risk on businesses particularly in terms of long term impact on brand loyalty. Increasing mobility and connectedness across borders are markers of the globalisation today. Similar to organisations exploring business prospects overseas a growing number of consumers are pursuing a life outside their native lands too. Some move and some are simply connected through networks. These are what we call transnational consumers. In this study, we focus on boycotting behaviour and the impact of transnationality among Arab consumers in London. Marketers and managers need to pay attention to their specific characteristics when setting strategies and marketing plans. Consumer boycotts are such times of turbulence times for the firms targeted. This study draws on a field research involving a questionnaire survey with 537 individuals carried out in London to understand the impact of transnationality on consumer boycotting behaviour among Muslim Arabs. The study takes the 2006 Danish products boycott as a reference point to measure the participation and reaction to it. It is understood that boycotting behaviour is characterised by consumers demographic backgrounds, religiosity, and social capital as indicated in the literature. However, we have also found that transnationality measured by four questions in our survey have an impact on boycotting behaviour.
    Keywords: Consumer boycott; Arab consumers in London; Transnational consumers; Brand loyalty; Migration.

  • Brand Management in Religious Markets: The Brand Personality Dimensionality of Islamic Professional Sports   Order a copy of this article
    by Ali Alhajla 
    Abstract: Despite the increasing popularity of sport brand personality among researchers, religious values have been neglected in previous studies. With over one and a half billion Muslim market consumers, this paper aims to advance marketing literature by developing and validating a new Islamic brand personality measurement for sport firms (ISBP). This research achieved its aim by employing a five-phase procedure in accordance to a well- recognised measurement developing approach. Content analysis of an Islamic sport firms' websites was employed to enrich the items pool followed by two data collections. Factor analysis were employed through split-half sample method N1 (877) and N2 (876). Accordingly, the findings presented a reliable and valid ISBP scale containing five dimensions: religiosity, cultural, inspirational, persuasive and sophisticated. The ISBP scale includes some of previous sport brand personality scales dimensions, and introduces new ones (religiosity and cultural) that are contextual-specific. Sport marketing practitioners advanced with a method to better assess and strengthen their brand.
    Keywords: Sport management; Islamic sport branding; Sport branding; brand personality scale; Religious branding. Saudi sport marketing.

    by Bikramjit Rishi, Abdul Hadi M. Al Khasawneh 
    Abstract: In the online environment, lack of interaction among the buyers and the sellers further establishes that it is essential to understand the antecedents of online purchase intention. This study theorizes a conceptual model to establish the relationship of online purchase intention with the antecedents of online purchase intention in the UAE (United Arab Emirates) market. The outcomes of the study are helpful to the online marketers to design a better marketing strategy to influence the online purchase intention of the online customers. The selected constructs borrowed from the literature have been used for data collection from Emirati consumers. Survey data from 478 Emirati consumers have been used to validate the conceptual model by using the factor analysis and multiple regression analysis. The study validates a conceptual model to establish the relationship among the antecedents of online purchase intention with the online purchase intention. The study have found out that brand orientation, prior online purchase experience, impulse purchase orientation, quality orientation and online trust have a significant influence on the online purchase intention. However brand orientation does not have a significant influence on the online purchase intention.
    Keywords: Online purchase intention; brand orientation; prior online purchase experience; impulse purchase orientation; quality orientation and online trust.

  • Muslim Service Quality Dimensions in the Tourism and Hospitality Industry: Construct Development and Measurement Validation   Order a copy of this article
    by Riyad Eid, Ali Abdel Kader 
    Abstract: Recently, service quality has been the favorable theme for many tourism and hospitality studies and reports. However, although Muslims make up one of the largest tourist markets in the world, service quality of tourism and hospitality offerings oriented toward this market has not been clearly defined. Moreover, based on a systematic review of the related literature no research has been done into the measurement of the quality of tourism and hospitality services for Muslims, where Muslim tourists evaluate not only the traditional aspects of quality but also the religious identity related aspects that contributes to the quality of the tourism and hospitality services. By means of a multidimensional procedure, the authors have developed a scale for measuring Muslim Service Quality (MSQ) through 29 items classified into six dimensions: tangibility, reliability, responsiveness, assurance, empathy and Shariah compliant facilities. The importance of the proposed constructs was theoretically discussed and justified. Using a sample of 345 Muslim tourists, the constructs are then tested and validated. The overall results from the empirical assessment were positive, thus reflecting the appropriateness of the proposed constructs. This study provides new theoretical grounds for studying MSQ. It also supplies tourism and hospitality companies with a number of operative factors that may be essential if they are to remain competitive in the dynamic marketplace. It is probably the first to provide an integrative perspective of MSQ constructs in the tourism and hospitality industry.
    Keywords: Service Quality; Muslim Service Quality; Muslim Tourists; Scale Development; MSQ.

  • Comparative Analysis of Islamic Quality Standard Hotels in Malaysia and Indonesia   Order a copy of this article
    by Nor'ain Othman, Vanessa Gaffar, Heri Puspito Diyah Setiyorini 
    Abstract: The study has contributed to determine the perception of Indonesian and Malaysian tourists regarding the Islamic standardization for hotels. The Theory of Planned Behaviour has been considered to analyse the respective perceptions of tourists. For the statistical analysis, ANOVA and Pearson Correlation techniques were used. Planned behaviour variable is found to be insignificant, as it has a value greater than 0.05. The perceived value and awareness of Muslim tourists in hotels have played a vital role to help the tourists in selecting hotels with IQS. The hotel managements must update their products and services information online as it is a convenient and accessible medium for customers. While selecting the hotels with IQS, greater perceived value and awareness among the tourists seems to have an impact on their behavioural intentions.
    Keywords: Halal; Indonesia; Islamic Quality Standards (IQS); Islamic Tourism; Islamic Values; Malaysia; Perceived Value; Planned Behaviour; Shariah; Social Value.

  • Pedagogical Reflections on Islamic Marketing Education in Business Schools: A Sample Outline   Order a copy of this article
    by Noha El-Bassiouny 
    Abstract: The purpose of this paper is to outline the parameters of Islamic marketing and the implications that this has on Islamic marketing education; a topic that is largely marginalized in mainstream marketing education and literature. The paper is conceptual in its approach and puts forth a comprehensive course outline for instructors who would like to teach Islamic marketing modules in their Consumer Behavior or International Marketing courses, or teach a stand-alone course in Islamic marketing. Given the conceptual nature of the article, the paper concludes by presenting a full-fledged course outline in Islamic marketing that could prove useful to marketing educators interested in diversity-related topics. The current paper dissects the components of a course outline in Islamic marketing, which include course objectives and learning outcomes as well as sample readings and case studies. This is direly lacking in the literature.
    Keywords: Islamic marketing; Islamic marketing education; Islamic marketing pedagogy; diversity.

    by Yousuf Dadoo 
    Abstract: This is a pioneering article on this topic. After covering preliminary issues pertaining to waqf and its briefly highlighting its praxis in different Muslim societies over time, it turns its gaze upon the South African situation. It outlines the categories of organisations, both in terms of their background and primary focus areas. In so doing, it details some of their strengths and weaknesses against the backdrop of some best practices found in Muslim societies elsewhere. Finally, it offers some concrete suggestions for improvement.
    Keywords: waqf (awqāf); waqf ahli; waqf khairi; economic and skills empowerment; corpus; usufruct; perpetuity of waqf; inalienability of waqf; local waqf; waqf of social groups.

    by Hendy Mustiko Aji 
    Abstract: Since the Halal label is associated with Islam, perhaps no one questions its acceptance from the Muslims perspective. However, news articles have reported that Muslims in several parts of the world have a cynical perception toward the Halal label itself. This paper investigates whether or not Muslim consumers scepticism toward Halal label might influence purchasing behaviour. Questionnaires providing data for this paper were distributed via an online-mobile survey. In total, 186 responses were collected. Multi-group moderation analysis is used to prove whether scepticism toward Halal labels does exist and to conduct more meaningful analysis of its moderating role. Overall, it is found that scepticism toward Halal label exists and a moderating influence on Halal purchase intention. Recommendations for manufacturers are also addressed.
    Keywords: halal label; halal products; Islamic religiosity; knowledge; halal scepticism; attitude; halal purchase intention.

  • The relationship of total factor productivity, export price and RCA among major dates exporting countries   Order a copy of this article
    by Amir Chizari 
    Abstract: Global dates production has been increased to 7.55 (MMT) and 95% of dates production belong to countries which are the members of Organization of Islamic countries (OIC), and value of world dates trade is one billion dollar. Dates production in the world is confined to a small number of countries; most of them are members of OIC. Global export of dates during 1980-2014 years has been vacillating about 0.297 to 0.697 million metric tons, represents an annual expansion of about 2.62 percent. The goals of this paper is to investigate the trade performance and competitiveness in major producers of dates producers measured by Revealed Comparative Advantage, RCA, Galtonian regression and Causality test between comparative advantage of dates, dates export prices relative to world price and agricultural total factor productivity growth Test (TFP) growth was examining. Dates export prices relative to world price is a good predictor or motivation for TFP grows in major dates exporting countries. The results indicate increase of Irans comparative advantage in the period of examination. Also the result indicate higher level of specialization and stability of dates export market after 2014 among major dates exporting countries.
    Keywords: Dates fruit; comparative advantage; Export price; Galtonian regression. Agriculture total factor productivity growth,.

  • The Impact of Celebrity Endorsement and Fit on Purchase Intentions amongEgyptian Muslim Males and Females   Order a copy of this article
    by Samaa Attia 
    Abstract: The purpose of this paper is to investigate the impact of celebrity endorsement (in terms of expertise, trustworthiness and physical and inner attractiveness) and fit on purchase intentions among Muslim Egyptian males and females. A self-administrated questionnaire with close-ended questions was used to collect data from Muslim Egyptian consumers using a convenience sampling method. SPSS and Structural Equation Modelling AMOS were used to analyse the survey. For males, it was found that expertise,trustworthiness, inner attraction and fit have a significant positive effect on purchase intentions. While for females, only trustworthiness, inner attraction and fit had significant effect on purchase intentions. The current study is one of the first attempts to investigate the effect of celebrity endorsement and fit on purchase intentions,comparing the results among Egyptian Muslim male and female consumers, in the context of the countrys two recent revolutions. This study adds to the existing literature on this topic, specifically in the Egyptian context.
    Keywords: Celebrity Endorsement; Egyptians; Muslims; Gender; Purchase Intentions,.

  • Usage of Islamic Banking and Financial Services by United States Muslims   Order a copy of this article
    by Brian Zinser 
    Abstract: There is limited published research on Islamic marketing in the United States. DinarStandard, a commercial marketing research firm which specializes in the Muslim market released findings from a consumer market research study in 2011, which they updated in 2014/15 which included an estimate of the usage of Islamic banking and financial services by Muslims residing in the U.S. This paper presents some findings from a different investigator from data collected in late 2014 which provides evidence that the usage rate of these products and services may be much higher than estimated by DinarStandard. The evidence is based on a nationwide representative sample (n=251) of individuals between 18 and 54 who reside in the U.S. and self-identify as Muslims. The sample was obtain using a Qualtrics online panel. In addition, the paper provides insight into the most popular Islamic banking and financial service products that U.S. Muslims have had experience with or use. Providers of banking and financial services in the U.S. should find the information useful in determining the attractiveness of segmenting and targeting the American Muslim market and developing Shariah compliant products and services to meet the segments needs.
    Keywords: Keywords—American; Banking; Financial Services; Islamic; Muslims; United States;Islamic marketing; Usage of Islamic Banking and Financial Services by United States Muslims.