Customer-based brand equity model for the Shariah-compliant tourism: a conceptual model from the Muslim tourists’ 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: | Article |
| Language: | English English English |
| Published: |
American Scientific Publishers.
2017
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/ http://irep.iium.edu.my/59190/1/Customer%20based%20brand%20equity.pdf http://irep.iium.edu.my/59190/12/59190_Customer-Based%20Brand%20Equity%20Model%20for%20the%20Shariah-Compliant_article.pdf http://irep.iium.edu.my/59190/7/Customer-based%20brand%20equity%20model%20for%20the%20Shariah-compliant%20tourism%20a%20conceptual%20model%20from%20the%20Muslim%20tourists%27%20perspective.pdf |
| Summary: | 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. |
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