Forthcoming articles

International Journal of Islamic Marketing and Branding

International Journal of Islamic Marketing and Branding (IJIMB)

These 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 Articles will not be published until the final proofs are validated by their authors.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 (9 papers in press)

Regular Issues

  • The influence of the nations culture on the business discussion   Order a copy of this article
    by Veronika Ferencz, Tomáš Stirber, László Józsa 
    Abstract: This article compares the Hungarian and Arabic business culture, discussing both the differences and similarities in regard to behaviour and ethics. This is an experimental study that was created as a result of long research work, trying to highlight Islamic Hungarian business tendencies, to reveal the peculiarities of business life, to present it widely from different perspectives. A fundamental fact is that a nations culture is formed by such factors as their working culture, politics, businesses or traffics. These are colourful but very different segments of our lives indeed, however there is a common point: every area is defined by the relationship amongst the individuals and groups involved. In the work culture, for example, the definitive factor is the business philosophy, its history, traditions and goals. As the fundament, this article discusses the Hungarian and Arabic behaviour in the work culture, similarities and differences, work and business culture, ethical and behaviour culture.
    Keywords: business culture; Arabic; Hungarian culture; work-life; morality; ethics.

  • A Comparison of Halal Beef Consumer Preferences in Majority and Minority Muslim Areas in Indonesia   Order a copy of this article
    by Akhmad Mahbubi, Tomohiro Uchiyama 
    Abstract: Even though Indonesia has a Muslim majority population, there are several regions with different religious concentrations, such as the Bali region where the minority Muslim communities. A deeper understanding of consumer preferences in several areas provides a unique value for a specific consumers segment. This study examines halal beef consumer preferences in Muslim majority and minority areas. The research is descriptive, using quantitative data. The participants of this survey were 290 middle-class Muslim consumers. Data analysis used a chi-square (t-test). The top five beef attributes are the halal label, newness, appearance, aroma, and hygiene. However, there are additional attributes for middle-class Muslim consumers in the non-Muslim majority area, specifically free of residues, price, and Muslim shop owner. The pattern of buying and consuming beef in this area has the characteristics of rarely shopping for meat and less purchase and consumption of meat.
    Keywords: halal beef; buying pattern; consumption pattern; majority; minority.

  • The Search of Best Practices of Malaysian Halal Cosmetics Industry to Improve Firm Performance   Order a copy of this article
    by Mohd Rizal Razalli, Risyawati Mohamed Ismail 
    Abstract: Halal refers to the Islamic law that Muslims must adhere to, which includes all materials used in everyday life, such as cosmetic products. Muslims not only need the final product to be Halal, they also need to ensure that all aspects of supply chain of the products, such as raw materials, handling, processing, transportation, distribution, storage, product safety, and evaluation of the effectiveness of the product comply with Halal principles as well. To verify compliance with Halal cosmetic products, Halal and non-Halal material traceability methods are indispensable. In addition, Halal principles, Halal certification, Halal logo, and Halal safety can be used as Halal compliance benchmarks. In spite of high level of awareness on Halal cosmetics among the Malaysian population, the integrity of the final product is still questionable. Hence, this paper discusses the best practices of Halal cosmetics in Malaysia that can contribute to the improvement of firms performance, and ultimately maintain the integrity of Halal products.
    Keywords: Halal Management; Cosmetic Industry; Halal Cosmetics; Best Practices; Firm Performance; Malaysia; Muslim lifestyle; Halal process; Halal Supply Chain; Halal Awareness.

  • Consumers Purchase Intention towards Certified Halal Foods   Order a copy of this article
    by Muhsina Jannat, Md Monirul Islam 
    Abstract: The purpose of this study is to identify different factors affecting consumers purchase intention towards certified Halal food products in Bangladesh. A structured questionnaire was used to collect responses from consumers. Data were collected from 300 respondents using the convenience sampling method. After assuring the reliability and validity of scale items, Structural Equation Modeling (SEM) was performed to test the model. The study revealed that perceived behavioral control and consumer perception are important factors to explain the purchase intention of Bangladeshi consumers. The model proposed by this study showing the factors influencing purchase intention towards Halal foods will give the marketers an indication of which factors they should consider. Ideally, this study is important because of its contribution towards an insight into how consumers are becoming more conscious about certified Halal foods.
    Keywords: Purchase intention; Halal food; Halal certification; TPB; SEM; and Bangladesh.

  • The moderating role of religiosity on cause related advertising campaigns   Order a copy of this article
    by Abir Ben Mabrouk, Faouzi Najjar 
    Abstract: The purpose of this article is to study the impacts of religiosity on consumer behavior toward cause related campaigns in Tunisia. A quantitative study among 248 Tunisian citizens show that the effects of perceived altruism on purchase intentions of cause related products are stronger among consumers with a higher level of religiosity. Moreover, results show that religiosity has a moderating effect only on the antecedents of purchase intentions but not on the antecedent attitude towards the advertisement. The present article has important implications for both scholarship and practitioners. It offers a deeper understanding of the role of religiosity as a trait of Muslim consumers and its effects on their behavior toward cause related campaigns.
    Keywords: religiosity; cause related marketing; moderation; consumer behavior; Tunisian context.

  • Brand Repositioning of Egypts Muslim Brotherhood: Do you see what I see, views from the Female Electorate?   Order a copy of this article
    by Mark McPherson, Monia Mohsen Ismail 
    Abstract: This paper explores brand repositioning of the Muslim Brotherhood (MB) as viewed by Egypts female voters during the 2010/2011 elections. Addressing this, 5 main areas of MB branding and repositioning were discussed: (i) background and history, (ii) current attitudes towards MB, (iii) attitudes towards brand MB, (iv) females within Egyptian society, (v) female expectations under MB rule. Being exploratory, a qualitative paradigm using multiple sources of evidence was employed. Commentary was compiled from 46 female respondents: (i) 22 face-to-face interviews; (ii) 4 focus groups containing 6 respondents within each. Judgmental / Snowballing sampling techniques were used. Data was analysed via content analysis. Findings note a gap exists between how the MB perceives their image and how females view this image. Essentially, respondents felt that pre-revolution the MB was repressed, during the revolution were considered heroes. Post-revolution, their image declined, as they became authoritarian and curtailed women and minority rights. rnrn
    Keywords: Brand Repositioning; Muslim Brotherhood; Freedom and Justice Party; Political Marketing; Egypt’s Female Voters; Egypt’s 2010/2011 Presidential Elections.

    by Ashraf M. Attia, Mostafa Shalaby, Rana Fakhr, Hibatullah Attia 
    Abstract: This research addresses sustainability marketing initiatives and the role of international development projects in supporting the most vulnerable segments in the course of the conflict in Syria. The most vulnerable segments in this regard include both IDPs (internally displaced persons) and refugees in Syria and in neighboring nations such as Turkey, Lebanon and Jordan. This research recognizes the sustainability marketing initiatives and the contribution made by international development agencies in adopting and implementing development projects to help and uplift the status of IDPs and refugees during the Syrian conflict.
    Keywords: sustainability marketing; sustainability; sustainability management; sustainability development; international development; social responsibility; Syria; Syrian refugees; internally displaced Syrians; refugees; internally displaced; vulnerable segments; Islamic marketing; Muslim world.

  • Halal Tourism: Guidelines for Oman   Order a copy of this article
    by Asad Rehman 
    Abstract: Halal tourism caters to the travel needs of Muslim tourists, who seek out a family friendly environment and place. With the huge potential of halal travel market, many countries, both Muslim and non-Muslim, are gearing up to cater to the needs of the Muslim travel market. Among Islamic nations Malaysia, Indonesia, and Turkey are the leading players in the halal tourism industry as per the GMTI (Global Muslim Travel Index) 2019. While nations like Singapore, Thailand, United Kingdom, Japan, Australia, etc. are also making their way into the top destinations for halal form of tourism. Oman which has always been among the top 10 destinations for halal tourism, appears to be on its way out from the GMTI rankings. Oman despite having all the constituents of making a top destination for halal tourism is found lagging behind. It thus becomes obligatory to delve deeper into these rankings to identify the underlying reasons behind Omans decline in the field of halal tourism and to suggest useful guidelines for encouraging halal tourism in Oman. This is an exploratory study; hence it is based on secondary sources like the available research papers and reports on halal tourism. Based on a comparison between Oman, Qatar and Singapore an analysis is made using the ACES (Access, Communications, Environment, Services) model of Mastercard Crescent-rating. The findings have been used to draw useful suggestions for improving the state of affairs of halal tourism in Oman.
    Keywords: Destination; Halal; Islam; Tourism; Shariah.

  • Constructing Marketing Thought: The Case of Islamic Marketing   Order a copy of this article
    by Paul Sergius Koku 
    Abstract: This study conducts a bibliographic and content analysis of articles published to-date in the Journal of Islamic Marketing and the International Journal of Islamic Marketing and Branding in order to assess the scope of coverage and topics/themes discussed. The study found that the highest number of articles have been published on banking and finance-related issues in both journals. On the other hand, such other areas as New Product Development and Comparative Analysis have not experienced much research activity. The results of these analyses serve as a guide to areas where researchers could shine more light and to editors on where to encourage more submissions.
    Keywords: Bibliographic analysis; content analysis; topics/themes.