Islamic marketing practices : a consumers conceptual model

مقدم أطروحة جامعية

Berriane, Sophia

مشرف أطروحة جامعية

Bachleda, Catherine

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

الملخص الإنجليزي

Broadly, Islamic marketing can be thought of as an approach to business that reflects the ethical principles that underpin Islam.

But what does an Islam approach to business actually look like from a consumer’s perspective? This qualitative study examined the meaning of an Islamic marketing approach to business from a Muslim consumers’ perspective.

A grounded theory approach facilitated by a number of in-depth interviews was used.

Based on the data obtained a model that conceptualizes the meaning of Islamic marketing practices for Muslim consumers was developed.

The model includes three different constructs that define Islamic marketing from a consumer perspective namely: transparency, depiction of Islamic values, and brotherhood.

Findings suggest that each of these three different concepts can serve as a description of Islamic marketing practices, and as such this model offers a theoretical foundation for both businesses to improve their marketing activities, and academia to draw on for future studies.

التخصصات الرئيسية

التسويق
الأديان
الدراسات الإسلامية

الموضوعات

• الفقه الإسلامي
• المستهلكون
• الإسلام
• التسويق
• الجوانب الدينية
• المصارف الإسلامية

عدد الصفحات

41

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-625812