Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model

Current challenges reflect intense competition in the market and low switching cost of customers. For any brand to be appealing and ultimately profitable, it necessitates differentiation in comparison with other brands. Marketers engage in various differentiation techniques such as Aaker’s brand...

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Main Authors:	Ahmed, Muhammad, Jan, Muhammad Tahir, Hassan, Arif
Format:	Article
Language:	English English English
Published:	IIUM Press, International Islamic University Malaysia 2018
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/70616/ http://irep.iium.edu.my/70616/ http://irep.iium.edu.my/70616/19/70616%20BRAND%20PERSONALITY%20FROM%20AN%20ISLAMIC%20PERSPECTIVE.pdf http://irep.iium.edu.my/70616/2/70616_Brand%20personality%20from%20an%20islamic%20perspective_scopus.pdf http://irep.iium.edu.my/70616/13/70616_Brand%20personality%20from%20an%20Islamic%20perspective_WOS.pdf

id	iium-70616
recordtype	eprints
spelling	iium-706162019-07-15T01:15:04Z http://irep.iium.edu.my/70616/ Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model Ahmed, Muhammad Jan, Muhammad Tahir Hassan, Arif HF5001 Business. Business Administration Current challenges reflect intense competition in the market and low switching cost of customers. For any brand to be appealing and ultimately profitable, it necessitates differentiation in comparison with other brands. Marketers engage in various differentiation techniques such as Aaker’s brand personality model. Aaker’s model contains five dimensions (sincerity, excitement, competence, sophistication, and ruggedness) along with 42 underlying aspects. Brand personality helps in developing customer-brand relationship, brand image, and brand commitment. Extensive research has been done based on the above model yet several scholars have criticised it based on issues such as generalizability across countries and cultures. Religion being an important part of culture has also been ignored in the brand personality domain. This research proposes an Islamic brand personality model, which not only looks into the dimensions, but also examines the underlying aspects based on the Qur’an, hadith and the scholarly work of both traditional and modern Muslim scholars. This paper found that the Islamic brand personality model contains two new dimensions, namely trustworthiness and justice in addition to the existing dimensions. This model can benefit any Islamic brand (Islamic bank, Islamic Insurance company etc.) to differentiate itself from others, especially from conventional brands in order to develop a potentially larger Muslim consumer market. IIUM Press, International Islamic University Malaysia 2018-12-30 Article PeerReviewed application/pdf en http://irep.iium.edu.my/70616/19/70616%20BRAND%20PERSONALITY%20FROM%20AN%20ISLAMIC%20PERSPECTIVE.pdf application/pdf en http://irep.iium.edu.my/70616/2/70616_Brand%20personality%20from%20an%20islamic%20perspective_scopus.pdf application/pdf en http://irep.iium.edu.my/70616/13/70616_Brand%20personality%20from%20an%20Islamic%20perspective_WOS.pdf Ahmed, Muhammad and Jan, Muhammad Tahir and Hassan, Arif (2018) Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model. Al-Shajarah, 23 (2). pp. 364-393. ISSN 1394-6870 https://journals.iium.edu.my/shajarah/index.php/shaj/article/view/266
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Ahmed, Muhammad Jan, Muhammad Tahir Hassan, Arif Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
description	Current challenges reflect intense competition in the market and low switching cost of customers. For any brand to be appealing and ultimately profitable, it necessitates differentiation in comparison with other brands. Marketers engage in various differentiation techniques such as Aaker’s brand personality model. Aaker’s model contains five dimensions (sincerity, excitement, competence, sophistication, and ruggedness) along with 42 underlying aspects. Brand personality helps in developing customer-brand relationship, brand image, and brand commitment. Extensive research has been done based on the above model yet several scholars have criticised it based on issues such as generalizability across countries and cultures. Religion being an important part of culture has also been ignored in the brand personality domain. This research proposes an Islamic brand personality model, which not only looks into the dimensions, but also examines the underlying aspects based on the Qur’an, hadith and the scholarly work of both traditional and modern Muslim scholars. This paper found that the Islamic brand personality model contains two new dimensions, namely trustworthiness and justice in addition to the existing dimensions. This model can benefit any Islamic brand (Islamic bank, Islamic Insurance company etc.) to differentiate itself from others, especially from conventional brands in order to develop a potentially larger Muslim consumer market.
format	Article
author	Ahmed, Muhammad Jan, Muhammad Tahir Hassan, Arif
author_facet	Ahmed, Muhammad Jan, Muhammad Tahir Hassan, Arif
author_sort	Ahmed, Muhammad
title	Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
title_short	Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
title_full	Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
title_fullStr	Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
title_full_unstemmed	Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
title_sort	brand personality from an islamic perspective: a conceptual analysis of aaker’s model
publisher	IIUM Press, International Islamic University Malaysia
publishDate	2018
url	http://irep.iium.edu.my/70616/ http://irep.iium.edu.my/70616/ http://irep.iium.edu.my/70616/19/70616%20BRAND%20PERSONALITY%20FROM%20AN%20ISLAMIC%20PERSPECTIVE.pdf http://irep.iium.edu.my/70616/2/70616_Brand%20personality%20from%20an%20islamic%20perspective_scopus.pdf http://irep.iium.edu.my/70616/13/70616_Brand%20personality%20from%20an%20Islamic%20perspective_WOS.pdf
first_indexed	2023-09-18T21:40:14Z
last_indexed	2023-09-18T21:40:14Z
_version_	1777413091015786496

Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model

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