Journal of Islamic Marketing

Mahmoud Darrat

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115204

Purpose – The purpose of this paper is to outline a conceptual model for the investigation of cultural animosity and its effects on purchasing intentions in the Middle East. Design/methodology/approach – The proposed methodology consists of three well‐known Western (preferably American) franchises being evaluated based on survey research of local Middle Eastern consumers. Data are collected and compared for the three franchises with emphasis implied within the survey on the invasion of Iraq (2003). Respondents are compared based on their individual levels of animosity and how that animosity translates into purchasing intentions. Findings – The paper proposes a direct link between brand perceptions/brand equity and Middle Eastern consumers' purchasing intentions with a moderating influence of cultural animosity and individualism/risk propensity. Practical implications – In response to an increasingly hostile geopolitical environment, it is important for marketers to assess political animosities in consumer‐brand perceptions and purchase intentions. Deeper investigation of this phenomenon may provide helpful tips for managers to assess the impact of animosity on brand image abroad. Originality/value – The conceptual framework integrates extant literature on brand perceptions into an emerging market context (i.e. the Middle East). The Middle Eastern consumer market has received surprisingly limited attention by marketing researchers as a whole, and branding researchers in particular. This paper attempts to bridge the gap for future research in the area.

Hayat M. Awan; Khuram Shahzad Bukhari

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115213

Purpose – Islamic banking is an emerging financial system in the contemporary world. Currently, it is found mostly in Islamic countries or in countries where OPEC oil revenues have been invested. Most of the research has therefore been oriented towards macro‐environment issues, ignoring the market‐oriented problems. The purpose of this paper is to determine the conditions under which Islamic banks can successfully compete with conventional banks by understanding customer attitudes towards Islamic banking products. Design/methodology/approach – A sample of 250 respondents was taken from four cities of Pakistan to examine customer awareness of key products/services being offered by Islamic banks, usage of those services and customer satisfaction with the service delivery mechanism being used by pure Islamic banks and conventional banks with Islamic bank branches (IBBs). Data for this study were collected by using a structured questionnaire containing two sections, where section I contains ten statements using Likert scale, for assessing customer's preferred selection criteria for Islamic banks. These statements are developed based on past literature. Section II deals with the questions related to the social and demographic profiles of respondents. Findings – Analysis of data indicated that most of the customers value product features and quality of service as major factors for making selection of Islamic banks, and give lesser importance to religious belief as influential factor in selecting an Islamic bank. Findings suggest that there is a lack of awareness about basic conventions of Islamic financing options among respondents and customers of both the pure Islamic banks and conventional banks with IBBs do believe that the bank's staff lacks ability to provide credible information about religious compliance of Islamic banking financial services. Originality/value – The paper has practical significance for Islamic banking policy makers, for understanding the key behavioral and demographical dimensions of their customers and using these dimensions for effectively positioning Islamic banking financial instruments, developing policies; and articulating procedures to maximize customer satisfaction and to ensure better exchange of value.

Jonathan A.J. Wilson; Jonathan Liu

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115222

Purpose – The purpose of this paper is to address the challenges which the concept of halal presents – when attempting to understand how halal ‐conscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition. Design/methodology/approach – Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis, were employed. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26‐27 July 2010, Saïd Business School, University of Oxford – in addition to the empirical data presented by keynote speakers. Findings – The author asserts that halal ‐conscious consumers are risk averse, which drives discerning and high‐involvement behavioural traits. Furthermore, in the face of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper presents a halal decision‐making paradigm – as a basis for constructing salient and engaging brands. The halal paradigm is a nub where the perceived importance of halal is brought into the Muslim consciousness. This is a dynamic and cyclical process, whose final verdict is finite and perishable – due to hyper‐sensitivity and environmental factors influencing Muslim perceptions of what is halal . Research limitations/implications – The models presented synthesise conceptual thinking with primary and secondary data. Further, tests related to specific brands are suggested. Originality/value – Whilst the author concurs with the general Islamic principle of halal being the norm and haram as the exception, within the halal paradigm of consumption attached to consumerism, an argument is put forward asserting that this is increasingly being reversed. Furthermore, it is proposed that brand theory could view brands as Muslims.

Hernan E. Riquelme; Mohamed Elthani; Rosa E. Rios

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115231

Purpose – The purpose of this paper is to investigate the percentage of generic inventory pharmacists have in stock, to comprehend why pharmacists in Jordan recommend and dispense generic products. Design/methodology/approach – In total, 104 pharmacists were surveyed using a structured questionnaire. The questionnaire contained statements about perception of generic products, inclination to recommend generic products, importance of promotions, factors influencing a recommendation, stock of generics, and among others. Correlational and discriminant analyses were used to establish associations between variables to distinguish characteristics between groups. Findings – More than half of the Jordanian pharmacists sampled carry between 20 and 39 per cent stock of generic drugs and 46 per cent carry more than 40 per cent stock. One‐third (33 per cent) substitutes branded products by generic ones and slightly more (36 per cent) recommend more generic than branded products as opposed to those who recommend more branded products (24 per cent). Male pharmacists (49 per cent) tend to recommend more generic products than do females (24.6 per cent) and those who recommend more branded products are more influenced by sales visits rather than manufacturer's name or bonuses. Originality/value – The paper provides valuable information about the pharmaceutical industry in Jordan and the empirical study adds insights from pharmacists about generic medicine.

Tamer A. Awad

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115240

Purpose – The purpose of this paper is to study the green marketing consumer in the Kingdom of Bahrain through using the ecologically conscious consumer behavior (ECCB) model and profiling green consumers in the kingdom. Design/methodology/approach – Using questionnaire survey, the influence of demographic characteristics (gender, age, education, and household monthly income) and ECCB on green marketing consumers has been tested through factor analysis, regression analysis, ANOVA, and K‐means clustering. The sample consisted of 241 consumers. Findings – The findings of this study provide some understanding to the service providers and the government on the effect of demographic profile on online shopping. Of consequence, such understanding would help them in finding and implementing suitable strategies to enhance online shopping. Four types of green consumers were identified. Originality/value – The study described in the paper is the first analysis of the Kingdom of Bahrain green consumers' characteristics through providing a comprehensive understanding by combining the demographic characteristics and the ECCB model and their effect on green shopping. Furthermore, the study offers a profile of green market consumers.

Khaliq Ahmad; Ghulam Ali Rustam; Michael M. Dent

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115259

Purpose – University students have a clear need for bank accounts as they have fees, expenses and cash needs. The usefulness of a current account is therefore pre‐evident and Islamic banks need to focus on their brand image and the services they offer. Indeed, understanding bank selection from Muslim customer's perspective can provide useful information to banks' senior management to help them allocate resources and design products that promise to attract and better satisfy customers. Literature collected so far suggests a strong Islamic brand reputation as well as better financial and banking services are the main factors which influence the selection of a brand. The purpose of this paper is to test this within a positivistic empirical framework and amongst the younger generation in Malaysia. Design/methodology/approach – The sample was based on 300 students at the International Islamic University of Malaysia. The study utilised five selection criteria based on previous research, personal experience and interview with bank officials and university students. The study also provides some insight into the younger generation's awareness of Islamic banking and the processes involved in the selection of their preferred brand. Findings – It would seem that whilst the importance of religion is a major driver in the choice of Islamic banking the fundamental differences between Islamic and conventional banking are poorly understood. What is important is brand, ease of use and the quality of the customer interaction. Originality/value – The paper investigates the factors which determine a customer's choice of a particular bank and provides insights into cementing relationships with existing customers as well as how to gain new ones.

Syed Shah Alam; Rohani Mohd; Badrul Hisham

2011 Journal of Islamic Marketing

doi: 10.1108/17590831111115268

Purpose – The purpose of this paper is to examine the effect of religiosity on Muslim consumer behaviour and on purchasing decision. Design/methodology/approach – Survey comprised a sample of 232 Muslims from the middle‐ and upper‐income groups who work in Shah Alam and Bangi in the Selangor state of Malaysia. Findings – The findings indicate that religious Muslims in Shah Alam and Bangi area consider Islam as their source of reference and they spend moderately, as commanded by Allah in the Quran . This study confirms that religiosity acts as a full mediating role in the relationship between relative and contextual variables, and purchase behaviour of Muslim consumers. Originality/value – The paper's interesting findings serve to remind entrepreneurs that they cannot neglect the element of religion in their marketing activities, particularly in the development of products.