Purpose – This study aims to propose a new construct – prodigality and develop a measurement scale to support the construct. Design/methodology/approach – Combining the paradigms of Churchill, Malhotra and Birks, the item generation and content validity yielded the development of a modified scale. Three main steps in assessment of the scale: dimensional structure, reliability and validity led to the development of a prodigality scale. A total of 32 items were generated, through assessing Qur’anic verses that are related to Muslim consumption patterns linked to in Islam. Findings – In total, 23 items remained after content validity. A pre-test using exploratory factor analysis on the 23-item scale created a two-factor scale. According to extracted validity and reliability scores, prodigality scale was statistically supported. A pool of nine items is proposed for the eventual measurement of the prodigality. Research limitations/implications – The proposed measurement scale warrants further exploratory study. Future research should assess the validity across different Muslim geographies and Islamic schools of thought and practice. Originality/value – Prodigality is proposed as a new construct that focuses primarily on the Qur’an and seeks to achieve relevance and acceptance by both Sunni and Shia denominations. The measurement scale is believed to extend the existing body of literature and contribute new knowledge on Muslim consumption.
Journal of Islamic Marketing – Emerald Publishing
Published: Jun 8, 2015