Title: Exploring the effects of an Islamic branding strategy for non-food products in Indonesia

Authors: Dessy Kurnia Sari; Suziana Suziana; Donard Games

Addresses: Department of Management, Universitas Andalas, Padang, 25163, Indonesia ' Department of Management, Universitas Andalas, Padang, 25163, Indonesia ' Department of Management, Universitas Andalas, Padang, 25163, Indonesia

Abstract: While the effectiveness of using an Islamic branding strategy in non-food products is still debatable, there are an increasing number of companies that have 'aggressively' applied this concept. This present study evaluates the effectiveness of using an Islamic branding strategy in non-food products for Muslim consumers in Indonesia. This study uses a quantitative approach. A total of n = 325 respondents from West Sumatera, Indonesia, participated in this study. The research was divided into two studies, the first study was designed to find out whether Islamic branding strategy is applicable in non-food product categories (n = 125 respondents) and the second study further evaluated respondents' responses toward an Islamic retail store image as the place to buy the products (n = 200 respondents). The finding indicates that the use of Islamic branding is effective in non-food products. The availability of Halal products certifications, Islamic endorser image and Islamic image of the store are also considered as influential factors in buying non-food product. These findings are useful for marketers in targeting Muslim consumers that might have different characteristics compared to other market segments.

Keywords: Islamic branding; Halal non-food products; Islamic retail store image; Muslim consumers; Indonesia.

DOI: 10.1504/IJIMB.2019.104544

International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.2, pp.131 - 145

Received: 09 Apr 2019
Accepted: 07 Sep 2019
Published online: 17 Jan 2020 *

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