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Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire

Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropria...

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Main Author: Muhammad Saiful Islam, Ismail
Format: Thesis
Language:English
English
English
Published: 2018
Subjects:
BP174 The practice of Islam
Online Access:https://etd.uum.edu.my/9219/1/s900453_01.pdf
https://etd.uum.edu.my/9219/2/s900453_02.pdf
https://etd.uum.edu.my/9219/3/s900453_references.docx
https://etd.uum.edu.my/9219/
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spelling my.uum.etd.92192022-04-06T00:27:02Z https://etd.uum.edu.my/9219/ Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire Muhammad Saiful Islam, Ismail BP174 The practice of Islam Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropriate to explain from the Islamic point of view. Based on the call for the development of an Islamic brand, this study aimed to develop the Islamic brand model from the Islamic perspectives specifically in Islamic attire. Hence, the four objectives of this study were to: (a) explore the meaning of lslamic brand, (b) explore the characteristics of the Islamic brand, (c) identify the characteristics of the Islamic principles in shaping the Islamic brand attire, and (d) investigate firms' current practice in the Islamic brand attire industry. A qualitative approach was employed to gather information for the study through: (a) literature review, (b) interviews [thirty four (34) Islamic experts and thirteen (13) firms], and (c) the observation method. The data analysis used the thematic analysis by applying the method of istidlal. The results demonstrate that: (a) the definition oflslamic brand should consist of three principals; aqidah, sharia, and akhlak, (b) there are three main characteristics in the Islamic brand, i.e. aqidah, sharia, and akhlak, (c) there are relationships between aqidah, sharia, and akhlak in shaping the Islamic brand, and (d) only a few firms comply with the Islamic brand core principles while the others are still based on the conventional brand value and aspiration. This research complements the conceptual contribution (new knowledge of definition, characteristics, and interaction between Islamic core principles and Islamic brand attire) and the methodological contribution (epistemology and ontology from the Islamic perspective, and applying the method of istidlal in the thematic data analysis). Lastly, the findings can be used by Muslim and non-Muslim firms in designing the product. 2018 Thesis NonPeerReviewed text en https://etd.uum.edu.my/9219/1/s900453_01.pdf text en https://etd.uum.edu.my/9219/2/s900453_02.pdf text en https://etd.uum.edu.my/9219/3/s900453_references.docx Muhammad Saiful Islam, Ismail (2018) Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire. Doctoral thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
English
topic BP174 The practice of Islam
spellingShingle BP174 The practice of Islam
Muhammad Saiful Islam, Ismail
Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
description Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropriate to explain from the Islamic point of view. Based on the call for the development of an Islamic brand, this study aimed to develop the Islamic brand model from the Islamic perspectives specifically in Islamic attire. Hence, the four objectives of this study were to: (a) explore the meaning of lslamic brand, (b) explore the characteristics of the Islamic brand, (c) identify the characteristics of the Islamic principles in shaping the Islamic brand attire, and (d) investigate firms' current practice in the Islamic brand attire industry. A qualitative approach was employed to gather information for the study through: (a) literature review, (b) interviews [thirty four (34) Islamic experts and thirteen (13) firms], and (c) the observation method. The data analysis used the thematic analysis by applying the method of istidlal. The results demonstrate that: (a) the definition oflslamic brand should consist of three principals; aqidah, sharia, and akhlak, (b) there are three main characteristics in the Islamic brand, i.e. aqidah, sharia, and akhlak, (c) there are relationships between aqidah, sharia, and akhlak in shaping the Islamic brand, and (d) only a few firms comply with the Islamic brand core principles while the others are still based on the conventional brand value and aspiration. This research complements the conceptual contribution (new knowledge of definition, characteristics, and interaction between Islamic core principles and Islamic brand attire) and the methodological contribution (epistemology and ontology from the Islamic perspective, and applying the method of istidlal in the thematic data analysis). Lastly, the findings can be used by Muslim and non-Muslim firms in designing the product.
format Thesis
author Muhammad Saiful Islam, Ismail
author_facet Muhammad Saiful Islam, Ismail
author_sort Muhammad Saiful Islam, Ismail
title Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_short Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_full Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_fullStr Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_full_unstemmed Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_sort key principles and characteristics of an islamic brand model with special reference to islamic brand attire
publishDate 2018
url https://etd.uum.edu.my/9219/1/s900453_01.pdf
https://etd.uum.edu.my/9219/2/s900453_02.pdf
https://etd.uum.edu.my/9219/3/s900453_references.docx
https://etd.uum.edu.my/9219/
_version_ 1729706568569585664
score 13.211869

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