Communicating shari’ah-compliant brands of tourism in Malaysia

Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different fro...

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Main Authors:	Ahmed, Faruk, Haque, A. K. M. Ahasanul, Abdullah, Kalthom, Razali, Siti Salwani
Format:	Article
Language:	English
Published:	Malaysian Consumer and Family Economics Association (MACFEA) 2018
Subjects:	HF5717 Business communication
Online Access:	http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf

id	iium-72347
recordtype	eprints
spelling	iium-723472019-07-12T01:19:25Z http://irep.iium.edu.my/72347/ Communicating shari’ah-compliant brands of tourism in Malaysia Ahmed, Faruk Haque, A. K. M. Ahasanul Abdullah, Kalthom Razali, Siti Salwani HF5717 Business communication Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different from the platform of building image and equity from the contemporary ethical marketing because it is not ethically value-free and free from contemporary ethical value. Islamic value has been added to the contemporary brand image and brand equity concepts and theories as Muslim respondents are questioned on factor statements mixed with conventional and shari’ah-compliant views. From the study, it is revealed that consumer-based brand equity for the shari’ah-compliant tourism of Malaysia was strongly influenced by modern channel based marketing communication through a sequence of two meditators: Islamic country image and shari’ah-compliant tourism brand image, and side by side through the single mediator, shari’ah-compliant tourism brand image; but conventional channel based marketing communication could not produce any significant effects on shari’ah-compliant tourism brand image, Islamic country image, and even on shari’ah-compliant tourism brand equity. Finally, a few effective implications have been identified for building strong customer-based brand equity in terms of advancing shari’ah-compliant tourism of Malaysia, and future research directions are also indicated for the shari’ah-compliant tourism in the Islamic countries according to the scopes of brand equity theory. Malaysian Consumer and Family Economics Association (MACFEA) 2018-12-26 Article PeerReviewed application/pdf en http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf Ahmed, Faruk and Haque, A. K. M. Ahasanul and Abdullah, Kalthom and Razali, Siti Salwani (2018) Communicating shari’ah-compliant brands of tourism in Malaysia. The Malaysian Journal of Consumer and Family Economics (MAJCAFE), 22 (Special Issue). pp. 15-28. ISSN 1511-2802 http://www.majcafe.com
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5717 Business communication
spellingShingle	HF5717 Business communication Ahmed, Faruk Haque, A. K. M. Ahasanul Abdullah, Kalthom Razali, Siti Salwani Communicating shari’ah-compliant brands of tourism in Malaysia
description	Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different from the platform of building image and equity from the contemporary ethical marketing because it is not ethically value-free and free from contemporary ethical value. Islamic value has been added to the contemporary brand image and brand equity concepts and theories as Muslim respondents are questioned on factor statements mixed with conventional and shari’ah-compliant views. From the study, it is revealed that consumer-based brand equity for the shari’ah-compliant tourism of Malaysia was strongly influenced by modern channel based marketing communication through a sequence of two meditators: Islamic country image and shari’ah-compliant tourism brand image, and side by side through the single mediator, shari’ah-compliant tourism brand image; but conventional channel based marketing communication could not produce any significant effects on shari’ah-compliant tourism brand image, Islamic country image, and even on shari’ah-compliant tourism brand equity. Finally, a few effective implications have been identified for building strong customer-based brand equity in terms of advancing shari’ah-compliant tourism of Malaysia, and future research directions are also indicated for the shari’ah-compliant tourism in the Islamic countries according to the scopes of brand equity theory.
format	Article
author	Ahmed, Faruk Haque, A. K. M. Ahasanul Abdullah, Kalthom Razali, Siti Salwani
author_facet	Ahmed, Faruk Haque, A. K. M. Ahasanul Abdullah, Kalthom Razali, Siti Salwani
author_sort	Ahmed, Faruk
title	Communicating shari’ah-compliant brands of tourism in Malaysia
title_short	Communicating shari’ah-compliant brands of tourism in Malaysia
title_full	Communicating shari’ah-compliant brands of tourism in Malaysia
title_fullStr	Communicating shari’ah-compliant brands of tourism in Malaysia
title_full_unstemmed	Communicating shari’ah-compliant brands of tourism in Malaysia
title_sort	communicating shari’ah-compliant brands of tourism in malaysia
publisher	Malaysian Consumer and Family Economics Association (MACFEA)
publishDate	2018
url	http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf
first_indexed	2023-09-18T21:42:30Z
last_indexed	2023-09-18T21:42:30Z
_version_	1777413233655676928

Communicating shari’ah-compliant brands of tourism in Malaysia

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