Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective
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 c...
| Main Authors: | , , , |
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| Format: | Proceeding Paper |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/55461/ http://irep.iium.edu.my/55461/4/55461.pdf |
| _version_ | 1848784582984335360 |
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| author | Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani |
| author_facet | Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani |
| author_sort | Haque, A. K. M. Ahasanul |
| building | IIUM Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T16:39:33Z |
| format | Proceeding Paper |
| id | iium-55461 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T16:39:33Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-554612017-03-02T04:07:50Z http://irep.iium.edu.my/55461/ Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani HF5387 Business ethics 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. 2016 Proceeding Paper NonPeerReviewed application/pdf en http://irep.iium.edu.my/55461/4/55461.pdf 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) |
| spellingShingle | HF5387 Business ethics Haque, A. K. M. Ahasanul Ahmed, Faruk Abdullah, Kalthom Razali, Siti Salwani Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective |
| title | Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective |
| title_full | Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective |
| title_fullStr | Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective |
| title_full_unstemmed | Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective |
| title_short | Customer-based brand equity model for the Shariah-compliant tourism: A conceptual study from the international Muslim tourist perspective |
| title_sort | customer-based brand equity model for the shariah-compliant tourism: a conceptual study from the international muslim tourist perspective |
| topic | HF5387 Business ethics |
| url | http://irep.iium.edu.my/55461/ http://irep.iium.edu.my/55461/4/55461.pdf |