Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective

Haque, A. K. M. Ahasanul and Ahmed, Faruk and Abdullah, Kalthom and Razali, Siti Salwani (2017) Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ perspective. Advanced Science Letters, 23 (9). pp. 8541-8546. ISSN 1936-6612 E-ISSN 1936-7317 (In Press)

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Abstract

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:	Article (Journal)
Additional Information:	5056/59190
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 > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	10 Nov 2017 10:03
Last Modified:	17 Apr 2018 14:48
URI:	http://irep.iium.edu.my/id/eprint/59190

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