Journal of Islamic Marketing

Shaikh, Ayesha Latif; Alam Kazmi, Syed Hasnain

2022 Journal of Islamic Marketing

doi: 10.1108/jima-11-2019-0241

The purpose of this paper is to scrutinize the marketing orientation and market-oriented cultural elements of integrated Islamic schools. These integrated schools teach modern science curriculum alongside comprehensive religious instruction in an Islamic environment.Design/methodology/approachThis is an inductive, exploratory research from an interpretivist study. Narrative inquiry was undertaken to understand the perceptions, attitudes and actions of school senior management and teachers. Content analysis of the school websites and social media pages was carried out. In total, 7 schools and 16 respondents became part of the purposive sample.FindingsThe presence of several integrated Islamic schools, experienced Islamic education leadership and Islamic education consultants are evidence of a growing sector. The schools are technologically enabled, strongly customer-oriented and adept at inter-functional coordination. The need-gap found in this sector is in competitor orientation, curriculum development and recruitment of specific criteria-based staff.Practical implicationsWith the mushrooming of integrated Islamic schools in Pakistan, the level of competition has also risen. The schools have made a considerable investment and strives to maintain and increase the enrollment rate of the institute. This research can enlighten integrated Islamic educators about effective education marketing practices and the prevalence of marketing orientation in such schools.Originality/valueIn Pakistan, private primary schools strive to differentiate themselves and competitively position their value proposition. The marketization of education has begun to affect perceptions of school staff, teachers, students and academic work itself. Yet, there is scarce exploratory research on marketing done by integrated Islamic primary schools. This study will contribute foundational work for the development of a holistic marketing model tailored to the requirements of integrated Islamic schools.

Ramazani, Ali; Kermani, Mahdi

2022 Journal of Islamic Marketing

doi: 10.1108/jima-09-2019-0184

Due to economic growth and increasing the population of Islamic societies in the world, marketing studies have become more essential in these societies. This paper aims to study the relationship between Islamic religiosity and conspicuous consumption in Mashhad, the second-most populous city in the Islamic Republic of Iran, as a case of Islamic societies in the Middle East.Design/methodology/approachThe data were collected by a survey of 534 respondents in Mashhad and stratified random sampling was applied.FindingsUnlike the majority of former investigations, the results showed that there is a positive relationship between Islamic religious commitment and conspicuous consumption. Furthermore, gender, social media and income are important factors in explaining the extent of conspicuous consumption.Practical implicationsLuxury companies can use the results of this research to invest in Islamic countries where there is a great demand for luxury items. Additionally, it is recommended for these companies to use the potential opportunity of social media which is extremely popular in Muslim countries to advertise their products to a large population at a low price.Originality/valueThe results of this study can challenge the conventional understanding of the relationship between Islamic religiosity and conspicuous consumption. According to the results of this paper, in the Middle East Islamic rich countries, it seems that Muslims have a positive attitude toward conspicuous consumption, although Islam disapproves consuming excessively by the notion of Israf.

Bt Mohamed Sadom, Nur Zulaikha; Quoquab, Farzana; Mohammad, Jihad

2022 Journal of Islamic Marketing

doi: 10.1108/jima-08-2020-0248

The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic principles, which advocate abstinence from excess consumption and frugality, the “waste not, want not” notion can be considered as one of the effective solutions to this problem. However, little is known about the factors that drive frugality amongst Muslim tourists. In addressing this gap, this study aims to predict the effect of environmental advertising and green attitude on frugality in the context of the Malaysian hotel industry. The study also tests the mediating role of the green attitude between environmental advertising and frugality. Furthermore, it examines the role of price consciousness as a moderator of the green attitude-frugality link.Design/methodology/approachThe stimulus-organism-response theory was used to develop the conceptual framework of this study. A cross-sectional method was used to collect 222 usable questionnaires from Muslim tourists in Malaysia. The hypothesised relationships were tested using the structural equation modelling, partial least squares approach.FindingsThe study found support for the direct effect of environmental advertising and green attitude on frugality. It also confirmed the mediating effect of the green attitude in the environmental advertising-frugality link. However, price consciousness did not moderate the relationship.Practical implicationsThe findings of the study provide valuable insight for hoteliers in developing a green strategy that will foster frugality amongst Muslim hotel guests. It will also help them develop better strategies for the frugal segment, especially for the Muslim community.Originality/valueThe study is amongst the pioneers in investigating frugality in the tourism industry. It is also the first to introduce price consciousness as a moderator of the relationship between the green attitude and frugality. Furthermore, its examination of frugality amongst Muslim hotel guests is a new contribution to the literature.

Preko, Alexander; Mohammed, Iddrisu; Allaberganov, Azizbek

2022 Journal of Islamic Marketing

doi: 10.1108/jima-09-2020-0283

This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context.Design/methodology/approachUsing the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data.FindingsThe study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE.Research limitations/implicationsThis research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas.Practical implicationsThe study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country.Originality/valueThis paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

Hati, Sri Rahayu Hijrah; Putri, Niken Iwani Surya; Daryanti, Sri; Wibowo, Sigit Sulistiyo; Safira, Anya; Setyowardhani, Hapsari

2022 Journal of Islamic Marketing

doi: 10.1108/jima-08-2020-0247

The purpose of this study is to examine the impact of brand familiarity and profit-sharing rate on Muslim customers’ brand trust, perceived financial risk, perceived value and intention to invest in an Islamic bank.Design/methodology/approachA between-subjects experimental design was applied in the study. Six experiments involving two brand familiarity levels and three profit-sharing rates were conducted using a total of 217 samples. Randomization was applied in the study, which generated unequal sample sizes for each group of experiments.FindingsThe findings of this experimental study demonstrated that Muslim customers’ familiarity with the bank’s brand has a significant impact on their brand trust and intention to invest in an Islamic bank. The study also found that the profit-sharing rate has a significant impact on the perceived value both with and without interaction with brand familiarity.Research limitations/implicationsThe current study applies an independent measured design or a between-subjects experimental design, that resulted in unequal sample sizes. In addition, the study also does not control for the types of bank accounts owned by respondents. The design may invite the presence of confounding variables that exist due to individual differences and environmental variables.Practical implicationsThe results show that Islamic bank managers should care about the brand familiarity issue, which strongly influences customers’ brand trust and customer intention to invest in an Islamic bank. In addition, Islamic bank managers should pay attention to the profit-sharing rate given to customers, as it interacts with brand familiarity in influencing customers’ perceived value.Originality/valueThis study examined the impact of brand familiarity and profit-sharing rate on Muslim consumers’ brand trust, perceived risk, perceived value and intention to save in an Islamic bank. The paper provides a shred of empirical evidence to the theoretical relationship between the subjective and objective cues that influence the formation of customers’ trust, perceived financial risk, perceived value and intention in the Islamic bank context.

Sayuti, Khadijah M.; Amin, Hanudin

2022 Journal of Islamic Marketing

doi: 10.1108/jima-11-2018-0219

Using the theory of planned behaviour (TPB) as an analytical framework, this paper aims to investigate the direct effects of attitude, subjective norm, perceived behavioural control, price fairness and Islamic altruism. It also explores how these path linkages can be moderated by Islamic altruism.Design/methodology/approachData are gathered via survey questionnaires on 287 Muslim bank customers in major cities of East Malaysia. The data are then tested using partial least squares.FindingsThe results show that attitude, subjective norm, perceived behavioural control, price fairness and Islamic altruism are significantly influenced by Muslim bank customers’ intention to choose Islamic home financing products. Islamic altruism is also found to significantly moderate the relationship between price fairness and behavioural intention.Research limitations/implicationsThree limitations are available for future research that include the geographical restriction, respondents’ selection and a limited number of battery items used.Practical implicationsEssentially, the results of this study serve as a guide for Islamic bank managers or mortgage providers to improve their pertinent marketing strategies, which are vital to enhancing the acceptance rate of Islamic mortgage.Originality/valueThis study extends the TPB model by incorporating price fairness and Islamic altruism into the Islamic home financing context.

Chong, Shyue Chuan; Yeow, Chin Chai; Low, Choon Wei; Mah, Pei Yew; Tung, Diep Thanh

2022 Journal of Islamic Marketing

doi: 10.1108/jima-10-2020-0326

Halal products were a norm in the Muslim countries; however, halal food products were not only being consumed by Muslims nowadays. People are concerned about their daily needs, especially their food and spend in this modern society. Customers nowadays are more educated, and all the information can be easily accessed by just a click. Previous literature found that customers are looking for quality products and products that are safer to be consumed.Design/methodology/approachThe purpose of this study investigates non-Muslim customers’ intention in consuming halal food products in Klang Valley, Malaysia. Using 321 non-Muslim responses from Klang Valley, partial least square regression was used to examine the factors influencing the customer’s purchase intention on halal products.FindingsThe results show that product quality, product price, product availability and product safety significantly influence the purchase intention of urban non-Muslim on halal food products. The result implies that product quality is the most significant factor compared with other variables.Originality/valueThe data and results may contribute to the relevant authority to form a proper plan to improve Malaysia’s halal food items.

Tarofder, Arun Kumar; Sultana, Umme Salma; Ismail, Raisal; Salem, Suha Fouad; Musah, Adiza Alhassan

2022 Journal of Islamic Marketing

doi: 10.1108/jima-05-2020-0156

The purpose of this study is two-fold: classifying non-Muslim halal fashion buyers by applying quantitative techniques and identifying the persuading determinants of the non-Muslim women’ halal fashion buying behaviour (HFBB).Design/methodology/approachBy adapting items from prior studies, a structured questionnaire was developed and distributed face-to-face to various Muslim fashion stores in Malaysia. After a one-month effort, 221 responses were obtained from non-Muslim consumers by using convenience sampling. Next, a clustering analysis was used to classify them from a contrasting perspective. Finally, regression and Andrew F. Hayes’s process procedures were applied to examine the three independent variables’ effect and the moderating variables.FindingsThe results revealed the characteristic behaviour of the non-Muslim women explicitly, which is related to their halal fashion purchasing decision. Based on the ANOVA results, there were different motives for buying halal fashion by non-Muslim women. Additionally, it was found that the most crucial determinants for non-Muslim’s HFBB are “cultural adaptation”, albeit, there is no substantial proof of a significant moderating effect of age and income on the consumers.Research limitations/implicationsThese discoveries are advantageous for halal fashion retailers and provide an appealing domain for further investigations in the context of the global halal study.Practical implicationsThis study provided an idea for an untapped segment on the halal fashion sellers’ segmentation and positioning strategy. The study’s results suggested specific managerial and practical recommendation that the sellers can use to attract non-Muslim consumers.Originality/valueThis study was amongst the uncommon investigations within the halal fashion context that will enlighten the managers’ selling strategy on the most neglected market segment. The results of this study provided an empirical understanding of how to sell halal fashion to non-Muslim consumers.

Junaidi, Junaidi; Wicaksono, Ready; Hamka, Hamka

2022 Journal of Islamic Marketing

doi: 10.1108/jima-12-2020-0378

This paper aims to investigate whether and how religiosity (e.g. extrinsic and intrinsic) influences the mediator variables (consumers’ commitment and materialism) in the Islamic bank consumers context. It also examines how the mediators should be influence consumers’ preferences.Design/methodology/approachIn total, 658 Muslim people and Islamic bank consumers were recruited for a survey study and structural equation modeling was used to test the research hypotheses.FindingsThe empirical results indicate that religiosity (e.g. extrinsic and intrinsic) has significant and positive effects on consumers’ commitment and materialism, whereas intrinsic religiosity has no significant effect on consumers’ commitment which subsequently influences consumers’ preference. Furthermore, mediator variables (e.g. consumers’ commitment and consumers’ materialism) have partial mediators between religiosity and consumers’ preferences.Research limitations/implicationsThe current study was limited to Indonesian Muslim people; there is a future need to study consumers’ attitudes and engagement in religious products and services (e.g. Islamic brands). It is can help practitioners, regulators and researchers to observe the dynamic behavior to elaborate on the impact of religion and Islamic products on consumers’ preference.Practical implicationsThe bank managers and regulators should enhance the information of products and services Islamic banks and the difference principle between conventional banks. Moreover, enlighten the consumers about the principle operation of Islamic banks from the perspective of marketing and religiosity.Originality/valueThis study contributes to consumers’ behavior literature and, specifically, for the decision-making process through developing and testing a model of religious determinants toward Islamic bank products, as well as offers new insights into the determinants of religion and consumers’ decision process toward Islamic banking.

Eshaghi, Mohammad Sadegh; Ranjbarian, Bahram; Ansari, Azarnoush

2022 Journal of Islamic Marketing

doi: 10.1108/jima-10-2020-0314

This study, by applying psychological life-space theory, aims to identify the role of banking activities in customers’ well-being.Design/methodology/approachFollowing a quantitative approach, a two-stage method of structural equation modelling was used to test the hypotheses. Through a close-ended questionnaire, data were obtained from banks’ customers. A partial least squares regression was used to test both inner and outer models. Sample power software was used to calculate the minimum sample size of the study.FindingsA new variable namely customer well-being stems from banking activities identified which is assumed to be influenced by bank’s image, perceived value and aroused emotions. It was tested that word of mouth and bank’s marketing activities have impacts on the bank’s image. Moreover, by differentiating the images of different entities, it was proposed that comparative images could be considered as moderating variable. Furthermore, the mediating role of perceived value and aroused emotions are documented.Originality/valueApplying psychological life-space theory, a new concept that is not limited to the financial aspect of well-being presented and tested. Although researchers in different filed of studies applied this theory, this is the first time that a study presents nominal and operational definitions of the role of banks in customers’ well-being. Moreover, for the first time in the bank marketing literature, images of different entities including consumer’s image, image of bank’s employee and image of bank’s competitors were separated and their causal relations were statistically tested.