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Communicating shari’ah-compliant brands of tourism in Malaysia

Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different fro...

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Main Authors: Ahmed, Faruk, Haque, A. K. M. Ahasanul, Abdullah, Kalthom, Razali, Siti Salwani
Format: Article
Language:English
Published: Malaysian Consumer and Family Economics Association (MACFEA) 2018
Subjects:
HF5717 Business communication
Online Access:http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf
http://irep.iium.edu.my/72347/
http://www.majcafe.com
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spelling my.iium.irep.723472019-07-12T01:19:25Z http://irep.iium.edu.my/72347/ Communicating shari’ah-compliant brands of tourism in Malaysia Ahmed, Faruk Haque, A. K. M. Ahasanul Abdullah, Kalthom Razali, Siti Salwani HF5717 Business communication Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different from the platform of building image and equity from the contemporary ethical marketing because it is not ethically value-free and free from contemporary ethical value. Islamic value has been added to the contemporary brand image and brand equity concepts and theories as Muslim respondents are questioned on factor statements mixed with conventional and shari’ah-compliant views. From the study, it is revealed that consumer-based brand equity for the shari’ah-compliant tourism of Malaysia was strongly influenced by modern channel based marketing communication through a sequence of two meditators: Islamic country image and shari’ah-compliant tourism brand image, and side by side through the single mediator, shari’ah-compliant tourism brand image; but conventional channel based marketing communication could not produce any significant effects on shari’ah-compliant tourism brand image, Islamic country image, and even on shari’ah-compliant tourism brand equity. Finally, a few effective implications have been identified for building strong customer-based brand equity in terms of advancing shari’ah-compliant tourism of Malaysia, and future research directions are also indicated for the shari’ah-compliant tourism in the Islamic countries according to the scopes of brand equity theory. Malaysian Consumer and Family Economics Association (MACFEA) 2018-12-26 Article PeerReviewed application/pdf en http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf Ahmed, Faruk and Haque, A. K. M. Ahasanul and Abdullah, Kalthom and Razali, Siti Salwani (2018) Communicating shari’ah-compliant brands of tourism in Malaysia. The Malaysian Journal of Consumer and Family Economics (MAJCAFE), 22 (Special Issue). pp. 15-28. ISSN 1511-2802 http://www.majcafe.com
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic HF5717 Business communication
spellingShingle HF5717 Business communication
Ahmed, Faruk
Haque, A. K. M. Ahasanul
Abdullah, Kalthom
Razali, Siti Salwani
Communicating shari’ah-compliant brands of tourism in Malaysia
description Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different from the platform of building image and equity from the contemporary ethical marketing because it is not ethically value-free and free from contemporary ethical value. Islamic value has been added to the contemporary brand image and brand equity concepts and theories as Muslim respondents are questioned on factor statements mixed with conventional and shari’ah-compliant views. From the study, it is revealed that consumer-based brand equity for the shari’ah-compliant tourism of Malaysia was strongly influenced by modern channel based marketing communication through a sequence of two meditators: Islamic country image and shari’ah-compliant tourism brand image, and side by side through the single mediator, shari’ah-compliant tourism brand image; but conventional channel based marketing communication could not produce any significant effects on shari’ah-compliant tourism brand image, Islamic country image, and even on shari’ah-compliant tourism brand equity. Finally, a few effective implications have been identified for building strong customer-based brand equity in terms of advancing shari’ah-compliant tourism of Malaysia, and future research directions are also indicated for the shari’ah-compliant tourism in the Islamic countries according to the scopes of brand equity theory.
format Article
author Ahmed, Faruk
Haque, A. K. M. Ahasanul
Abdullah, Kalthom
Razali, Siti Salwani
author_facet Ahmed, Faruk
Haque, A. K. M. Ahasanul
Abdullah, Kalthom
Razali, Siti Salwani
author_sort Ahmed, Faruk
title Communicating shari’ah-compliant brands of tourism in Malaysia
title_short Communicating shari’ah-compliant brands of tourism in Malaysia
title_full Communicating shari’ah-compliant brands of tourism in Malaysia
title_fullStr Communicating shari’ah-compliant brands of tourism in Malaysia
title_full_unstemmed Communicating shari’ah-compliant brands of tourism in Malaysia
title_sort communicating shari’ah-compliant brands of tourism in malaysia
publisher Malaysian Consumer and Family Economics Association (MACFEA)
publishDate 2018
url http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf
http://irep.iium.edu.my/72347/
http://www.majcafe.com
_version_ 1643620129247854592
score 13.211869

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