Islamic marketing practices : a consumers conceptual model

Dissertant

Berriane, Sophia

Thesis advisor

Bachleda, Catherine

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

English Abstract

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.

Main Subjects

Marketing
Religion
Islamic Studies

Topics

• Islamic jurisprudence
• Consumers
• Islam
• Marketing
• Religious aspects
• Islamic Banks

No. of Pages

41

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-625812