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Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective

Haque, A. K. M. Ahasanul and Ahmed, Faruk and Abdullah, Kalthom and Razali, Siti Salwani (2016) Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective. In: 2nd Asia International Conference 2016, 10th-11th December 2016, Kuala Lumpur. (Unpublished)

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The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim customers’ mind regarding quality from Islamic perspective, Islamic brand identity and personality, haram-halal, Makhru, and devotion to God. Fundamentally it is Islamic value based brand image and equity development concept which is different from a platform of building image and equity from the contemporary ethical marketing. Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Shariah-compliant brand image is a different set of dimensions like brand equity as supported by Shariah-law, whereas in the conventional brand knowledge, favorableness is considered as an important dimension (Keller 2003); that is, only brand image as a main element of knowledge is conceptualized in this model because Islam does not priotize personal favorableness violating Shariah law. Different media channels (Traditional channel-based and Modern channel-based integrated Marketing communication) injecting Shariah-complaint message of tourism into International Muslim tourists based on Shariah-compliant tourism create Shariah-complaint consumer-based brand equity. Instruments appropriate for measuring customer-based brand equity are implied and, possible future research is discussed as well.

Item Type: Conference or Workshop Item (Plenary Papers)
Additional Information: 5056/55461
Uncontrolled Keywords: Integrated marketing communication, Shariah-compliant tourism, brand Image, Islamic country image, brand equity, Malaysia
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5387 Business ethics
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 02 Mar 2017 12:07
Last Modified: 02 Mar 2017 12:07
URI: http://irep.iium.edu.my/id/eprint/55461

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