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 Articles will not be published until the final proofs are validated by their authors.


Forthcoming articles must be purchased for the purposes of research, teaching and private study only. These articles can be cited using the expression "in press". For example: Smith, J. (in press). Article Title. Journal Title.


Articles marked with this shopping trolley icon are available for purchase - click on the icon to send an email request to purchase.


Articles marked with this Open Access icon are freely available and openly accessible to all without any restriction except the ones stated in their respective CC licenses.


Register for our alerting service, which notifies you by email when new issues of IJIMB are published online.


We also offer RSS feeds which provide timely updates of tables of contents, newly published articles and calls for papers.


International Journal of Islamic Marketing and Branding (4 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.