International Journal of Islamic Marketing and Branding
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International Journal of Islamic Marketing and Branding (3 papers in press)
COVID-19: opportunities of service marketing for mental health through Islamic doctrine by Mohammad Mominul Islam, Asifa Reza Abstract: The purpose of this study is to highlight the Islamic doctrine to address mental health issues people have been experiencing since the onset of COVID-19, and how Islamic doctrine might be in use in the other domains of service marketing. The work has galvanized a qualitative research approach in line with Islamic principles to undermine the negative consequences of psychological distress. By identifying the most common psychic pains during the COVID-19 pandemic, Islamic principles have been cemented to offer a viable approach and remedy for mental wellbeing. Besides, the teachings of compassion, patience, faith in times of hardship, healing properties of black cumin, honey and ZamZam water are the constituents of Islam that are amenable to address COVID-19 related psychological distress. Religious allegiance with the light of hope equips individuals also might help circumvent any psychological distress resulting in Islamic counselling in Islamic service marketing. Keywords: COVID-19; Islamic principles; The Qur’an; mental health; psychology; service marketing; Islamic counselling.
Muslim Consumer Behavior when Facing Fear of COVID-19 by Hardius Usman, Nucke Widowati Kusumo Projo, Ika Yuni Wulansari, Chairy Chairy Abstract: The purposes of this research are: (1) Studying the impact of Muslim fear on shopping behavior, health protocols, and religious activities; (2) Analyzing the role of health protocols and religious activity on Muslim shopping behavior. The target population is the Indonesian Muslim population aged 18 years old or more. Data collection is carried out by the self-administered survey method. PLS-SEM is applied to test the research hypothesis statistically. This study reveals several findings: (1) Fear has a positive and significant effect on compliance with health protocols and the intensity of religious activity, but it has an insignificant effect on shopping behavior, whether offline, online, or shopping for halal products; (2) Adherence to health protocols significantly affects negative attitudes towards interactions with other people, and/or crowds, but religious activity insignificantly influences these negative attitudes; (3) Negative attitudes towards interactions with other people, and/or crowds have a significant effect on shopping behavior. Research on consumer behavior received little attention during the COVID-19 pandemic. Our research adds to the body of marketing knowledge. Research on the impact of fear, by considering health protocols and religious activity, on shopping behavior among Muslims, is still very limited. This research can enrich the Islamic marketing literature. Keywords: Fear; Health Protocol; Religious-Activity; Shopping Behavior; Halal Product; COVID-19.
Can espousal of Islamic Advertising Practices, by Organisations, Increase Brand Credibility in Pakistani Muslim consumers?: an Empirical Study. by Ahmed Raza Abstract: This study aimed to assess TV advertisements' compliance with the Islamic ethical framework, the impact of Muslim consumers perceptions of advertisements on brand credibility, and the viability of Islamic advertising as an alternative. A sample of 352 respondents was surveyed using both print and online questionnaires from Islamabad and Rawalpindi. The time frame of the study was cross-sectional. The data gathered was then subjected to IBM SPSS 25 and SmartPLs 3. The findings show a moderate correlation of Islamic religiosity with Islamic ethical perceptions of advertisements and brand credibility. In contrast, Islamic ethical perceptions of advertisements have a potent effect, both directly and as a mediator, on brand credibility. Furthermore, these suggest that organisations' espousal of Islamic advertising can increase a brands credibility. Last, it presents an evidence-based approach to get consistent results with SPSS and SmartPLS regarding formative constructs using the repeated indicators approach. Keywords: Islamic Religiosity; Muslim Consumers; Islamic Advertising; Brand Credibility; Islamic Ethics; Unethical Advertising; Islamic Marketing.