Islamic Branding
The market of halal food and Islamic finance sector which have increased dramatically in the past decade and many other Islamic products and services including cosmetics, real estate, hotels, fashion and insurance, (Alserhan, 2010a), have amplified the role of Islamic brand at present. Fatema et al....
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my.uthm.eprints.18512021-10-27T07:14:30Z http://eprints.uthm.edu.my/1851/ Islamic Branding Mohammed Abdullah, Abdulhameed Mohammed Mustafa, Siti Aisyah Harun, Amran HF5410-5417.5 Marketing. Distribution of products The market of halal food and Islamic finance sector which have increased dramatically in the past decade and many other Islamic products and services including cosmetics, real estate, hotels, fashion and insurance, (Alserhan, 2010a), have amplified the role of Islamic brand at present. Fatema et al. (2013) stated that Islamic marketing is aimed at Muslim consumers who are significantly different from the average consumer and that it utilizes specific recourses, skills, and tools that are directly relating and attractive to this particular segment. Therefore, with the presence of Muslim customers, this market segment can be targeted, reached and to a certain extent, predicted by marketers. The demographic changes and purchasing power of Muslim consumers and the success of Muslim businessmen have begun to make Islamic marketing an intellectually and managerially attractive area. As a result, the use of Islamic brands as marketing strategies has intensified in academic circles within the past few years, both inside and outside the Islamic world (Alserhan, 2010). This claim was further supported by Wilson and Liu (2011), stating that the phenomenon of Islamic branding as a new and independent discipline has attracted the attention of both academics and practitioners. Penerbit UTHM Harun, Amran Rashid, Umi Kartini 2020 Book Section PeerReviewed text en http://eprints.uthm.edu.my/1851/1/Chapter%2002%20Islamic%20Branding.pdf Mohammed Abdullah, Abdulhameed Mohammed and Mustafa, Siti Aisyah and Harun, Amran (2020) Islamic Branding. In: Advance in Marketing Research. Penerbit UTHM, pp. 13-18. ISBN 789672389347 |
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HF5410-5417.5 Marketing. Distribution of products Mohammed Abdullah, Abdulhameed Mohammed Mustafa, Siti Aisyah Harun, Amran Islamic Branding |
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The market of halal food and Islamic finance sector which have increased dramatically in the past decade and many other Islamic products and services including cosmetics, real estate, hotels, fashion and insurance, (Alserhan, 2010a), have amplified the role of Islamic brand at present. Fatema et al. (2013) stated that Islamic marketing is aimed at Muslim consumers who are significantly different from the average consumer and that it utilizes specific recourses, skills, and tools that are directly relating and attractive to this particular segment. Therefore, with the presence of Muslim customers, this market segment can be targeted, reached and to a certain extent, predicted by marketers. The demographic changes and purchasing power of Muslim consumers and the success of Muslim businessmen have begun to make Islamic marketing an intellectually and managerially attractive area. As a result, the use of Islamic brands as marketing strategies has intensified in academic circles within the past few years, both inside and outside the Islamic world (Alserhan, 2010). This claim was further supported by Wilson and Liu (2011), stating that the phenomenon of Islamic branding as a new and independent discipline has attracted the attention of both academics and practitioners. |
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Harun, Amran |
author_facet |
Harun, Amran Mohammed Abdullah, Abdulhameed Mohammed Mustafa, Siti Aisyah Harun, Amran |
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Book Section |
author |
Mohammed Abdullah, Abdulhameed Mohammed Mustafa, Siti Aisyah Harun, Amran |
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Mohammed Abdullah, Abdulhameed Mohammed |
title |
Islamic Branding |
title_short |
Islamic Branding |
title_full |
Islamic Branding |
title_fullStr |
Islamic Branding |
title_full_unstemmed |
Islamic Branding |
title_sort |
islamic branding |
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Penerbit UTHM |
publishDate |
2020 |
url |
http://eprints.uthm.edu.my/1851/1/Chapter%2002%20Islamic%20Branding.pdf http://eprints.uthm.edu.my/1851/ |
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1738580913001857024 |
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13.18916 |