International Journal of Islamic Marketing and Branding
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International Journal of Islamic Marketing and Branding (4 papers in press)
The Role of Positive Word of Mouth on the Success of Convenience Stores Loyalty Programs by Raed Wishah, Mohammd Abuhashes, Mohammad Sumadi Abstract: Customer loyalty programs are designed to create, develop, and preserve customer loyalty. The cost benefits, cash back, and rebate schemes along with the discounts encourage customers to purchase products that the customers would refuse to buy under normal circumstances. This study has examined the impact of customer satisfaction with the customer loyalty program on the particular trait of the spread of positive word of mouth by the customers of convenience stores. There are many shopping behaviors of the customers that impact the customer loyalty programs that are developed by convenience stores. Some of these shopping traits are the frequency of trips to the store, distance that is travelled, price sensitivity, commitment, and word of mouth of the customers of convenience stores. Potential customers actively and passionately seek information from other customers. A positive feedback from a customer for a product or a retail store starts by positive word of mouth and is usually given by the customer to the close family member and friends. Eventually, the positive or negative feedback becomes viral within the specific community. Positive word of mouth is the only customer relationship marketing tool that does not require any financial investment to retain existing customers and to attract new customers. Keywords: Convenience stores; Customer loyalty programs; Positive feedback; Word of mouth.
Factors Affecting Purchase Behaviour of Shariah Compliant Hotels: A Study from Muslim Consumers Perspective by Ahasanul Haque, Ferdous Azam, Naila Anwar Chowdhury Abstract: The present study is undertaken to examine the effects of various factors on Muslim consumers purchase behaviour toward Shariah compliant hotels on the basis of Theory of Planned Behaviour. The data required for the study has been gathered through the distribution of self-administered questionnaires to Muslim consumers in Kuala Lumpur, Malaysia. The data has been analyzed through SPSS and SEM. The findings demonstrate that subjective norm and perceived behavioural control carry positive effects on Muslim consumers purchase intention toward Shariah compliant hotels whereas; attitude does not. Moreover, perceived behavioural control and purchase intention significantly affect purchase behavior toward Shariah compliant hotels. The findings of the study will facilitate marketers in terms of creating effective strategies in order to fulfill the needs and wants of Muslim consumers. From an academic viewpoint, the study has opened the door for future researchers to conduct more studies on Shariah compliant hotels. Keywords: Shariah compliant hotels; attitude; subjective norm; perceived behavioural control; purchase intention; purchase behaviour.
Islamic Marketing, Consumer Empowerment and Sustainable Development: Better Concepts, Better Markets, Better Policies by Ömer Torlak Abstract: Islamic marketing has vast implications for providing a constructively alternative paradigm for marketing research. This is especially so at a time when business studies are expected to contribute to the fight against many socio-economic issues, including climate change. Without a conceptual revisiting of the term of itself, it would fall behind its potential. This article is an attempt to reveal the critical role of historical approach in marketing studies as well as social sciences in general. The adjective of `Islamic` amalgamates workable morality, masqueraded universalities and novel experiences in itself. Keywords: Islamic marketing.
Exploring the Effects of an Islamic Branding Strategy for Non-Food Products in Indonesia by Dessy Sari, Suziana Suziana, Donard Games 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.