Developing a comprehensive model of Islamic brand personality: a conceptual study

Brand personality plays an important role in affecting customer satisfaction. Muslim population is estimated to reach 30 percent of world’s population and it is considered as the fastest religion spreading in the world. To tap into this market, it is important to explore various aspects of business,...

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Main Authors:	Jan, Muhammad Tahir, Perdana, Firdaus Fanny Putera
Format:	Conference or Workshop Item
Language:	English
Published:	Readers Insight Publisher 2018
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/76541/ http://irep.iium.edu.my/76541/ http://irep.iium.edu.my/76541/1/Islamic%20Brand%20Personality%20-%20Asia%20proceeding%20social%20sciences%20-%202018.pdf

id	iium-76541
recordtype	eprints
spelling	iium-765412019-12-23T01:57:44Z http://irep.iium.edu.my/76541/ Developing a comprehensive model of Islamic brand personality: a conceptual study Jan, Muhammad Tahir Perdana, Firdaus Fanny Putera HF5001 Business. Business Administration Brand personality plays an important role in affecting customer satisfaction. Muslim population is estimated to reach 30 percent of world’s population and it is considered as the fastest religion spreading in the world. To tap into this market, it is important to explore various aspects of business, in general, and marketing, in particular, from the perspective of Muslim consumers. The present research also attempts to do the same by proposing a conceptual model related to brand personality, named, Islamic Brand Personality (IBP) and its impact on customer satisfaction. Personality dimensions developed by Aaker was extended by undertaking an extensive and exhaustive review of the literature. The same model is revised according to Quran and Hadith. Sophistication and Ruggedness were eliminated during the model development, while other three dimensions, namely, Trustworthiness, Justice and Shariah Compliance emerged during the review. The resulted conceptual model is expected to effectively help the marketers differentiate Islamic brands that eventually can entice more Muslim consumers in using their products compared to the conventional counterparts. Readers Insight Publisher 2018-12 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/76541/1/Islamic%20Brand%20Personality%20-%20Asia%20proceeding%20social%20sciences%20-%202018.pdf Jan, Muhammad Tahir and Perdana, Firdaus Fanny Putera (2018) Developing a comprehensive model of Islamic brand personality: a conceptual study. In: 4th Asia International Conference 2018, 8th-9th December 2018, Langkawi, Kedah. http://readersinsight.net/APSS/article/view/257/275
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Jan, Muhammad Tahir Perdana, Firdaus Fanny Putera Developing a comprehensive model of Islamic brand personality: a conceptual study
description	Brand personality plays an important role in affecting customer satisfaction. Muslim population is estimated to reach 30 percent of world’s population and it is considered as the fastest religion spreading in the world. To tap into this market, it is important to explore various aspects of business, in general, and marketing, in particular, from the perspective of Muslim consumers. The present research also attempts to do the same by proposing a conceptual model related to brand personality, named, Islamic Brand Personality (IBP) and its impact on customer satisfaction. Personality dimensions developed by Aaker was extended by undertaking an extensive and exhaustive review of the literature. The same model is revised according to Quran and Hadith. Sophistication and Ruggedness were eliminated during the model development, while other three dimensions, namely, Trustworthiness, Justice and Shariah Compliance emerged during the review. The resulted conceptual model is expected to effectively help the marketers differentiate Islamic brands that eventually can entice more Muslim consumers in using their products compared to the conventional counterparts.
format	Conference or Workshop Item
author	Jan, Muhammad Tahir Perdana, Firdaus Fanny Putera
author_facet	Jan, Muhammad Tahir Perdana, Firdaus Fanny Putera
author_sort	Jan, Muhammad Tahir
title	Developing a comprehensive model of Islamic brand personality: a conceptual study
title_short	Developing a comprehensive model of Islamic brand personality: a conceptual study
title_full	Developing a comprehensive model of Islamic brand personality: a conceptual study
title_fullStr	Developing a comprehensive model of Islamic brand personality: a conceptual study
title_full_unstemmed	Developing a comprehensive model of Islamic brand personality: a conceptual study
title_sort	developing a comprehensive model of islamic brand personality: a conceptual study
publisher	Readers Insight Publisher
publishDate	2018
url	http://irep.iium.edu.my/76541/ http://irep.iium.edu.my/76541/ http://irep.iium.edu.my/76541/1/Islamic%20Brand%20Personality%20-%20Asia%20proceeding%20social%20sciences%20-%202018.pdf
first_indexed	2023-09-18T21:48:07Z
last_indexed	2023-09-18T21:48:07Z
_version_	1777413587284787200

Developing a comprehensive model of Islamic brand personality: a conceptual study

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