Brand management in religious markets: the brand personality dimensionality of Islamic professional sports
by Ali Homaid Al-Hajla
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 2, No. 3, 2017

Abstract: With around one and a half billion Muslim market consumers highly concerned regarding their religious values during the process of purchasing products, it is shocking that there is very little consideration to 'Muslimspurchasing behaviour'. This study takes into account the establishment of the theory, TPB and the diffusion of innovation theory. Therefore, an integrated model which determines the antecedents of intention to purchase Halal cosmetics religiosity, subjective norms, perceived behavioural control, relative advantages, attitudes and awareness's was established. A questionnaire was made use of and 368 respondents supported the hypotheses proposed by this study; inclusive of the fact that more Islamic compliant cosmetics are likely to be favoured as well as purchased by Muslim consumers. In addition, the more religious the consumers, the more they tend to purchase Halal cosmetics as way of satisfying their religious values. Lastly, the constructs of subjective norms (such as; awareness, relative advantages, perceived behavioural control, and attitude to name but a few) are observed to be positive and significant in relation to the purchasing behaviour of Halal cosmetics. Accordingly, cosmetics firms that are targeting Muslim markets are advised to design their marketing activities based on a behavioural perspective which enhances and advantages social expectations, awareness and Islamic compliance, which would then in turn enhance their competitive advantage.

Online publication date: Mon, 13-Nov-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email