Developing a Comprehensive Model of Islamic Brand Personality

Autor:	Muhammad Tahir Jan, Firdaus Fanny Putera Perdana
Rok vydání:	2018
Předmět:	media_common.quotation_subject Islam World population Quarter (United States coin) Economic Justice Sharia General Earth and Planetary Sciences Personality Customer satisfaction Sociology Marketing Sophistication General Environmental Science media_common
Zdroj:	Asia Proceedings of Social Sciences. 2:54-56
ISSN:	2663-6638 2663-662X
DOI:	10.31580/apss.v2i3.257
Popis:	Islam is one of the largest religions in the world as it is predicted to reach a quarter of the world population by 2030 (Pew Research Center, 2017)and it is considered as the fastest growing religion in the world (Saeed, Ahmed, & Mukhtar, 2001). Muslim consumers are a group that is rarely tapped by the marketing researchers. Brand personality is considered as a factor that can influence the customer satisfaction. Aaker’s Brand Personality dimensions are used as the main theory. Quran and Hadith were used as a guidance to find a model that suits the personality of Islam. Three dimensions namely Sharia Law, Justice, and Trustworthiness were added as a replacement towards the removal of Sophistication and Ruggedness, that were considered not suitable to Islamic Brand Personality. The new model is expected to be a framework that helps the marketers to better understand the aspects that cater the needs of the Muslim consumers.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::82658a27619524a08d429dce7f4a8375 https://doi.org/10.31580/apss.v2i3.257 Zobrazit plný text záznamu