An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study

Purpose – The purpose of this paper is to browse literature based on Aaker’s brand personality modal and highlight criticism on it. Furthermore, the study proposes an Islamic brand personality modal based on Islamic teachings. Design/methodology/approach – Extensive research on Muslim character...

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Main Authors:	Ahmed, Muhammad, Jan, Muhammad Tahir
Format:	Article
Language:	English English
Published:	Emerald Publishing Group 2015
Subjects:	HF5428 Retail trade
Online Access:	http://irep.iium.edu.my/44491/ http://irep.iium.edu.my/44491/ http://irep.iium.edu.my/44491/ http://irep.iium.edu.my/44491/1/44491.pdf http://irep.iium.edu.my/44491/4/44491_An%20extension%20of%20Aaker%E2%80%99s%20brand%20personality%20model%20from%20Islamic%20perspective_SCOPUS.pdf

id	iium-44491
recordtype	eprints
spelling	iium-444912019-04-10T07:46:18Z http://irep.iium.edu.my/44491/ An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study Ahmed, Muhammad Jan, Muhammad Tahir HF5428 Retail trade Purpose – The purpose of this paper is to browse literature based on Aaker’s brand personality modal and highlight criticism on it. Furthermore, the study proposes an Islamic brand personality modal based on Islamic teachings. Design/methodology/approach – Extensive research on Muslim characteristics based on Qur’an, hadith and scholarly work of traditional and modern scholars has been used to assess Aaker’s model. Expert opinions of faculty members from relevant field are also taken into consideration to propose Islamic brand personality model. Findings – Aaker’s brand personality dimensions have been revised in the light of Islamic teachings. As a result, few pre-existing dimensions have been re-named and several new dimensions such as moral character and trustworthiness are also included. Research limitations/implications – Considering the gap found in literature, the need to conduct brand personality research in the service industry such as Islamic banks is highlighted. Practical implications – Islamic brand personality model may help marketers effectively differentiate Islamic brands such as Islamic banks. It may also reinforce advertising techniques/tools to attract a large Muslim consumer market. Originality/value – This paper is one of the early attempts to see brand personality from Islamic perspective. Emerald Publishing Group 2015 Article PeerReviewed application/pdf en http://irep.iium.edu.my/44491/1/44491.pdf application/pdf en http://irep.iium.edu.my/44491/4/44491_An%20extension%20of%20Aaker%E2%80%99s%20brand%20personality%20model%20from%20Islamic%20perspective_SCOPUS.pdf Ahmed, Muhammad and Jan, Muhammad Tahir (2015) An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study. Journal of Islamic Marketing, 6 (3). pp. 388-405. ISSN 1759-0833 http://www.emeraldinsight.com/doi/full/10.1108/JIMA-10-2014-0068 10.1108/JIMA-10-2014-0068
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HF5428 Retail trade
spellingShingle	HF5428 Retail trade Ahmed, Muhammad Jan, Muhammad Tahir An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study
description	Purpose – The purpose of this paper is to browse literature based on Aaker’s brand personality modal and highlight criticism on it. Furthermore, the study proposes an Islamic brand personality modal based on Islamic teachings. Design/methodology/approach – Extensive research on Muslim characteristics based on Qur’an, hadith and scholarly work of traditional and modern scholars has been used to assess Aaker’s model. Expert opinions of faculty members from relevant field are also taken into consideration to propose Islamic brand personality model. Findings – Aaker’s brand personality dimensions have been revised in the light of Islamic teachings. As a result, few pre-existing dimensions have been re-named and several new dimensions such as moral character and trustworthiness are also included. Research limitations/implications – Considering the gap found in literature, the need to conduct brand personality research in the service industry such as Islamic banks is highlighted. Practical implications – Islamic brand personality model may help marketers effectively differentiate Islamic brands such as Islamic banks. It may also reinforce advertising techniques/tools to attract a large Muslim consumer market. Originality/value – This paper is one of the early attempts to see brand personality from Islamic perspective.
format	Article
author	Ahmed, Muhammad Jan, Muhammad Tahir
author_facet	Ahmed, Muhammad Jan, Muhammad Tahir
author_sort	Ahmed, Muhammad
title	An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study
title_short	An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study
title_full	An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study
title_fullStr	An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study
title_full_unstemmed	An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study
title_sort	extension of aaker’s brand personality model from islamic perspective: a conceptual study
publisher	Emerald Publishing Group
publishDate	2015
url	http://irep.iium.edu.my/44491/ http://irep.iium.edu.my/44491/ http://irep.iium.edu.my/44491/ http://irep.iium.edu.my/44491/1/44491.pdf http://irep.iium.edu.my/44491/4/44491_An%20extension%20of%20Aaker%E2%80%99s%20brand%20personality%20model%20from%20Islamic%20perspective_SCOPUS.pdf
first_indexed	2023-09-18T21:03:15Z
last_indexed	2023-09-18T21:03:15Z
_version_	1777410764425920512

An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study

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