Modest, modern and diverse: a review of marketing communication visuals of Islamic fashion brands
by Muhammad Talha Salam; Nazlida Muhamad; Vai Shiem Leong
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 3, No. 2, 2018

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.

Online publication date: Tue, 14-Aug-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com