Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire

Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropria...

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Main Author:	Muhammad Saiful Islam, Ismail
Format:	Thesis
Language:	eng eng eng
Published:	2018
Subjects:	BP174 The practice of Islam
Online Access:	https://etd.uum.edu.my/9219/1/s900453_01.pdf https://etd.uum.edu.my/9219/2/s900453_02.pdf https://etd.uum.edu.my/9219/3/s900453_references.docx
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id	my-uum-etd.9219
record_format	uketd_dc
spelling	my-uum-etd.92192022-04-06T00:27:02Z Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire 2018 Muhammad Saiful Islam, Ismail Alias, Nursiha Ahmad Razimi, Mohd Shahril Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business BP174 The practice of Islam Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropriate to explain from the Islamic point of view. Based on the call for the development of an Islamic brand, this study aimed to develop the Islamic brand model from the Islamic perspectives specifically in Islamic attire. Hence, the four objectives of this study were to: (a) explore the meaning of lslamic brand, (b) explore the characteristics of the Islamic brand, (c) identify the characteristics of the Islamic principles in shaping the Islamic brand attire, and (d) investigate firms' current practice in the Islamic brand attire industry. A qualitative approach was employed to gather information for the study through: (a) literature review, (b) interviews [thirty four (34) Islamic experts and thirteen (13) firms], and (c) the observation method. The data analysis used the thematic analysis by applying the method of istidlal. The results demonstrate that: (a) the definition oflslamic brand should consist of three principals; aqidah, sharia, and akhlak, (b) there are three main characteristics in the Islamic brand, i.e. aqidah, sharia, and akhlak, (c) there are relationships between aqidah, sharia, and akhlak in shaping the Islamic brand, and (d) only a few firms comply with the Islamic brand core principles while the others are still based on the conventional brand value and aspiration. This research complements the conceptual contribution (new knowledge of definition, characteristics, and interaction between Islamic core principles and Islamic brand attire) and the methodological contribution (epistemology and ontology from the Islamic perspective, and applying the method of istidlal in the thematic data analysis). Lastly, the findings can be used by Muslim and non-Muslim firms in designing the product. 2018 Thesis https://etd.uum.edu.my/9219/ https://etd.uum.edu.my/9219/1/s900453_01.pdf text eng public https://etd.uum.edu.my/9219/2/s900453_02.pdf text eng public https://etd.uum.edu.my/9219/3/s900453_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Alias, Nursiha Ahmad Razimi, Mohd Shahril
topic	BP174 The practice of Islam
spellingShingle	BP174 The practice of Islam Muhammad Saiful Islam, Ismail Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
description	Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropriate to explain from the Islamic point of view. Based on the call for the development of an Islamic brand, this study aimed to develop the Islamic brand model from the Islamic perspectives specifically in Islamic attire. Hence, the four objectives of this study were to: (a) explore the meaning of lslamic brand, (b) explore the characteristics of the Islamic brand, (c) identify the characteristics of the Islamic principles in shaping the Islamic brand attire, and (d) investigate firms' current practice in the Islamic brand attire industry. A qualitative approach was employed to gather information for the study through: (a) literature review, (b) interviews [thirty four (34) Islamic experts and thirteen (13) firms], and (c) the observation method. The data analysis used the thematic analysis by applying the method of istidlal. The results demonstrate that: (a) the definition oflslamic brand should consist of three principals; aqidah, sharia, and akhlak, (b) there are three main characteristics in the Islamic brand, i.e. aqidah, sharia, and akhlak, (c) there are relationships between aqidah, sharia, and akhlak in shaping the Islamic brand, and (d) only a few firms comply with the Islamic brand core principles while the others are still based on the conventional brand value and aspiration. This research complements the conceptual contribution (new knowledge of definition, characteristics, and interaction between Islamic core principles and Islamic brand attire) and the methodological contribution (epistemology and ontology from the Islamic perspective, and applying the method of istidlal in the thematic data analysis). Lastly, the findings can be used by Muslim and non-Muslim firms in designing the product.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Muhammad Saiful Islam, Ismail
author_facet	Muhammad Saiful Islam, Ismail
author_sort	Muhammad Saiful Islam, Ismail
title	Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_short	Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_full	Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_fullStr	Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_full_unstemmed	Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
title_sort	key principles and characteristics of an islamic brand model with special reference to islamic brand attire
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2018
url	https://etd.uum.edu.my/9219/1/s900453_01.pdf https://etd.uum.edu.my/9219/2/s900453_02.pdf https://etd.uum.edu.my/9219/3/s900453_references.docx
_version_	1747828549591498752

Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire

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