Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective

The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim c...

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Main Authors:	Haque, A. K. M. Ahasanul, Ahmed, Faruk, Abdullah, Kalthom, Razali, Siti Salwani
Format:	Article
Language:	English English English
Published:	American Scientific Publishers. 2017
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/1/Customer%20based%20brand%20equity.pdf http://irep.iium.edu.my/59190/12/59190_Customer-Based%20Brand%20Equity%20Model%20for%20the%20Shariah-Compliant_article.pdf http://irep.iium.edu.my/59190/7/Customer-based%20brand%20equity%20model%20for%20the%20Shariah-compliant%20tourism%20a%20conceptual%20model%20from%20the%20Muslim%20tourists%27%20perspective.pdf

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recordtype	eprints
spelling	iium-591902018-04-17T06:48:38Z http://irep.iium.edu.my/59190/ Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani HF5410 Marketing. Distribution of products The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim customers’ mind regarding quality from Islamic perspective, Islamic brand identity and personality, haram-halal, Makhru, and devotion to God. Fundamentally it is Islamic value based brand image and equity development concept which is different from a platform of building image and equity from the contemporary ethical marketing. Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Shariah-compliant brand image is a different set of dimensions like brand equity as supported by Shariah-law, whereas in the conventional brand knowledge, favorableness is considered as an important dimension (Keller 2003); that is, only brand image as a main element of knowledge is conceptualized in this model because Islam does not priotize personal favorableness violating Shariah law. Different media channels (Traditional channel-based and Modern channel-based integrated Marketing communication) injecting Shariah-complaint message of tourism into International Muslim tourists based on Shariah-compliant tourism create Shariah-complaint consumer-based brand equity. Instruments appropriate for measuring customer-based brand equity are implied and, possible future research is discussed as well. American Scientific Publishers. 2017-09 Article PeerReviewed application/pdf en http://irep.iium.edu.my/59190/1/Customer%20based%20brand%20equity.pdf application/pdf en http://irep.iium.edu.my/59190/12/59190_Customer-Based%20Brand%20Equity%20Model%20for%20the%20Shariah-Compliant_article.pdf application/pdf en http://irep.iium.edu.my/59190/7/Customer-based%20brand%20equity%20model%20for%20the%20Shariah-compliant%20tourism%20a%20conceptual%20model%20from%20the%20Muslim%20tourists%27%20perspective.pdf Haque, A. K. M. Ahasanul and Ahmed, Faruk and Abdullah, Kalthom and Razali, Siti Salwani (2017) Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective. Advanced Science Letters, 23 (9). pp. 8541-8546. ISSN 1936-6612 E-ISSN 1936-7317 (In Press) http://www.ingentaconnect.com/content/asp/asl/2017/00000023/00000009/art00099 10.1166/asl.2017.9925
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English English
topic	HF5410 Marketing. Distribution of products
spellingShingle	HF5410 Marketing. Distribution of products Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective
description	The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim customers’ mind regarding quality from Islamic perspective, Islamic brand identity and personality, haram-halal, Makhru, and devotion to God. Fundamentally it is Islamic value based brand image and equity development concept which is different from a platform of building image and equity from the contemporary ethical marketing. Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Shariah-compliant brand image is a different set of dimensions like brand equity as supported by Shariah-law, whereas in the conventional brand knowledge, favorableness is considered as an important dimension (Keller 2003); that is, only brand image as a main element of knowledge is conceptualized in this model because Islam does not priotize personal favorableness violating Shariah law. Different media channels (Traditional channel-based and Modern channel-based integrated Marketing communication) injecting Shariah-complaint message of tourism into International Muslim tourists based on Shariah-compliant tourism create Shariah-complaint consumer-based brand equity. Instruments appropriate for measuring customer-based brand equity are implied and, possible future research is discussed as well.
format	Article
author	Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani
author_facet	Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani
author_sort	Haque, A. K. M. Ahasanul
title	Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective
title_short	Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective
title_full	Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective
title_fullStr	Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective
title_full_unstemmed	Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective
title_sort	customer-based brand equity model for the shariah-compliant tourism: a conceptual model from the muslim tourists’ perspective
publisher	American Scientific Publishers.
publishDate	2017
url	http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/1/Customer%20based%20brand%20equity.pdf http://irep.iium.edu.my/59190/12/59190_Customer-Based%20Brand%20Equity%20Model%20for%20the%20Shariah-Compliant_article.pdf http://irep.iium.edu.my/59190/7/Customer-based%20brand%20equity%20model%20for%20the%20Shariah-compliant%20tourism%20a%20conceptual%20model%20from%20the%20Muslim%20tourists%27%20perspective.pdf
first_indexed	2023-09-18T21:23:49Z
last_indexed	2023-09-18T21:23:49Z
_version_	1777412057910476800

Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective

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