Forthcoming and Online First Articles

International Journal of Islamic Marketing and Branding

International Journal of Islamic Marketing and Branding (IJIMB)

Forthcoming articles have been peer-reviewed and accepted for publication 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 Articles will not be published until the final proofs are validated by their authors.

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International Journal of Islamic Marketing and Branding (One paper in press)

Regular Issues

  • Validation of the Emo-Decision-Making Contagion (EDMC) Measurement Scale   Order a copy of this article
    by Antar Chaabi 
    Abstract: Decision making is subject to irrationality, perceived as a margin of error for many authors. However, the decision depends on an irrationality whose impact should not be randomised and on a contagion that is intrinsically linked to it. This article then presents a new concept: emo-decision-making contagion (EDMC). This is a key construct for understanding the consumer in emotionally charged contexts. However, to date, the marketing literature has not provided us with a scale to operationalise it. This study aims, therefore, to validate a tool for measuring EDMC in the context of mass copying in its general definition. Data were collected by questionnaire from a convenience sample of 418 individuals. The results of confirmatory factor analyses (CFA) show that the emo-decision-making contagion has an adapted factor structure, both statistically and conceptually. A four-factor structure is corroborated to do this: exemplary decision-making, imitation, mimicry, and empathy.
    Keywords: emo-decision-making contagion; EDMC; empathy; mimicry; exemplarity; imitation.
    DOI: 10.1504/IJIMB.2024.10068513
     

 

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