Emerald | Journal of Islamic Marketing | Table of Contents

The trouble with Religiosity constructs

literatinetwork@emeraldinsight.com (Jonathan A. J. Wilson) — Thu, 20 Jun 2013 00:00:00 +0100

Abstract

Not available.

Structural Equation Modeling (SEM) based Trust Analysis of Muslim Consumers in the Collective Religion Affiliation model in E-commerce

Thu, 20 Jun 2013 00:00:00 +0100

Abstract

Purpose - The objective of this paper is to develop, test and argue in support of parsimonious yet explanatory collectivistic religion affiliated trust model in e-commerce.Design/methodology/approach - This article develops an integrated model by using consumer religio-centrism and religious commitment to identify the collectivistic religion respondents and its impact on initial trust on web-site. The sample 81 respondent consists of foreign Muslim students (Students from other Muslim countries studying at Chongqing University) and Chinese Muslim students (Chinese nationality) of various departments of Chongqing University. The research model was then tested using structural equation modeling (SEM) techniques. The statistical approach incorporates path analysis, factor analysis, and linear regression into a theoretical causal model for analysis of latent constructs and measurable variables.Findings - The main finding of this paper is to show that initial trust in a web-based retailer influenced by culture, at least as represented by affiliation to a religion. Within collectivist culture, identification with the Muslim religion, we have shown that in-group trust effects can transfer to the web context. Muslim respondents in our study were found to be more trusting of a Muslim site compared to a neutral site.Research limitations/implications - There are few limitations in this research. One limitation concerns the sampling where we have assumed homogeneity of religious identification within the religious groups used and we controlled for gender effect by using gender as a covariate. The use of online bookstores in the empirical studies provides a more general limitation in the research. We have used religious affiliation as an example of a cultural attribute, namely collectivism. We did not control for nationality, and it is likely that the interaction between nationality and religion is complex. Finally, the sample size is relatively small.Practical implications - From a practical standpoint, the results highlight religion (Islam) based trust-enhancing factors that may guide the successful completion of electronic commerce transactions in B-to-C environments. Specifically, we identified potentially important determinants of Muslim consumers' trust (religio-centrism and religious commitment) in a Website, and ultimately of their likelihood of purchase intention from a Website, and we provided empirical evidence concerning the relative impact of each of these determinants on Muslim consumers' trust and purchase intentions.Originality/value - To date, this is the first research that has been conducted to analyze trust factor from religion point of view by using structural equation modeling in entire Islamic e-commerce research.

Branding Islamic Studies: Exploratory Study in the Middle East

literatinetwork@emeraldinsight.com (Maha Mourad, Hatem ElKaranshawy) — Thu, 20 Jun 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this study is to enhance the academic understanding of the perception of brand dimensions in the Islamic Higher Education Institutions (IHEIs) and explore the implications for managerial practice. The main objective of this research is to identify the branding aspects that apply to higher education branding in general and Islamic higher education in specific. The empirical setting is the Middle East, which has a mixture of public and private Islamic institutions working on spreading the moderate Islamic thoughts internationally. Design/methodology/approach - The methodology used to guide the research is based on exploratory qualitative research approach composed of 45 in-depth interviews with academicians and executives from five Gulf countries. The adopted qualitative approach is based on inductive logic to help reveal the main criteria influencing the perception of IHEIs’ brands. Findings - The results provide partial support for the proposed conceptual framework of the dimension of branding in the Islamic higher education market, with the functional dimension as being far more significant than social, mental and spiritual dimensions. Findings indicate that internationalisation will be the key element that influences the perception of the brand in the new competitive environment. The research also reveals the respondents’ ideal definition of a good brand, the perception of brand's determinants and the general characteristics of the ideal higher education institution.Practical implications - Recommendations are provided to decision makers in IHEIs in order to develop their educational services and enhance their institutions’ brand image. Originality/value - This research helps in structuring what defines a good IHEI brand from the perspective of academicians and experts in the labour market.

Evaluating the influences of religiosity and product involvement level on consumers.

literatinetwork@emeraldinsight.com (Salman Yousaf, Mohammad Shoukat Malik) — Thu, 20 Jun 2013 00:00:00 +0100

Abstract

Purpose - Present study strives to understand the connection between the degree of religiosity and the product involvement level in determining various constructs of consumer behavior.Design/methodology/approach - Clothes were selected as high involvement product, and snacks were selected as low involvement product based on survey results. Modified version of Sproles and Kendal (1986) Customer Style Inventory scale was used to profile behaviour of Pakistani consumers using Confirmatory factor analysis approach. Worthington et al. (2003) Religious Commitment Inventory scale was used to measure religiosity levels. The data was collected from 5 major Pakistani cities, i.e. Karachi, Lahore, Islamabad, Rawalpindi and Multan using convenience sampling technique.Findings - consumer behaviour varies with level of involvement and degree of religiosity. It was determined that religiosity significantly influences the decision making of consumers in both high and low involvement product categories. Religiosity and product involvement level should be used as segmentation variables in precisely targeting consumers. Research limitations/implications - This study focused on youth only, so results derived might not be generalized to other segments of Pakistani population. Originality/value - The current study aims to understand how religiosity and involvement level complements each other in determining the behavior of consumers and whether the level of religiosity equally determines the behavior of consumer in low involvement product category and high involvement product category or not. No previous study has been conducted to explore this dimension of consumer behavior, and this paper strives to fill this gap.

Cultivating Export Market Oriented Behavior in the Halal Marketing: Addressing the Issues and Challenges in Going Global

Thu, 20 Jun 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this paper is to highlight the pressing issues and challenges confronting the global halal market, both past and present, and how they could be dealt with through export market oriented (EMO) behaviors. We examine the current development in the market structure and identify strategic potentials that can be utilized to thrive in the market. Design/methodology/approach - Reviews of literature addressing the issue of global halal marketing and export market orientation served as a foundation for the development of the conceptual arguments. Findings - The current status of the market, the reasons for the underserving of it, and the steps taken to remedy the problems were examined. Further discussion centered on the challenge of creating a halal economy through industrial innovation via EMO behaviors. Research limitations/implications - This paper presents only the conceptual framework and no empirical validation of the argument is presented. Further empirical research could be carried out in order to validate the arguments presented in this paper. Originality/value - The conceptual framework integrates extant literature on exporting strategy within the context of Halal marketing. This paper attempts to bridge the gap for future research in the area.

Religiosity and Muslim Consumers' Decision Making Process in a non-Muslim Society

Fri, 03 May 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this research is to empirically investigate the impact of religious commitment of Muslim consumers on their purchase decision making process and develop a taxonomy of these consumers based on that; identify the sources of information they perceive as most important in influencing their decision and then measure them in terms of consumer trust and influence; and examine the effect of product information/labeling on the decision making of different categories of Muslim consumers. Design/methodology/approach - The study uses responses from a convenient sample of 108 Muslim consumers living in the Sydney metropolitan area, who are the main grocery buyers for their respective households. It utilizes a single cross-sectional design employing a combination of computer assisted and self-completion surveys.Findings - Food and personal hygiene products, generally viewed as low-involvement consumer goods in the non-Muslim, secular, Western cultures, appear to be high involvement products to religious Muslims. Religious commitment appears to be an antecedent to Muslim consumers’ involvement in brand decision. The research identifies four decision segments within the Muslim market. Each segment tends to vary with respect to information search for the purchase of food and personal hygiene products, depending on the level of trust each segment has on information presented on labels and product packaging.Research limitations/implications - Consideration of only three decision making outcomes, use of a convenient sample drawn from a single Australian city are the two major limitations of the study which might have resulted in overestimation of research results reducing their generalizability. Practical implications - Marketers need to adopt strategies that stimulate product/brand purchase or trial for Muslim consumers and design product package containing appropriate labeling information. Originality/value - This is an original research that both marketing practitioners and researchers would find useful. It also identifies certain areas for future research.

Cricket as a vehicle for community cohesion: building bridges with British Muslims

literatinetwork@emeraldinsight.com (Mazia Yassim) — Thu, 20 Jun 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this paper is to review practices and research within the social change and community cohesion disciplines, with a view to applying them in the context of British Muslims and cricket. The paper aims to discuss the role of sport, and especially cricket, to help build community cohesion and bring about social change between British Muslims and the wider British society. Design/methodology/approach - This paper uses an inductive and critical approach.Findings - This paper suggests that, the apolitical nature of sport and the popularity of cricket within the South-east Asian British Muslim community can be used as an effective tool to build relationships between British Muslims and the wider British Society. It calls for reflexive thought and action on the part of cricket management to engage in community projects that will enhance the image of cricket as well as genuinely benefitting the society. Originality/value - Growth of British Muslims has created a great amount of interest from a marketing perspective. Research into Islamic Marketing and British Muslim consumers are still in its infancy. This paper introduces an under researched area of British Muslims (to date), namely British Muslim sport spectators, and calls for cricket managers and marketers to take an active approach to embarking upon social change.