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BRAND PREFERENCES IN MUSLIMAH FASHION INDUSTRIES: AN INSIGHT OF FRAMEWORK DEVELOPMENT AND RESEARCH IMPLICATIONS
Corresponding Author(s) : Irwan Ibrahim
Humanities & Social Sciences Reviews,
Vol. 7 No. 1 (2019): January
Abstract
Purpose: The purpose of this research is to have better insight regarding come out with a conceptual framework in studying the brand preference in Islamic Muslimah fashion industry development.Muslimah fashion industries are areas that have attracted attention, especially after the recent wave among brand endorser such an artist increases their level of awareness towards the religious and affected way of their attire. This study highlights a significant shift in consumers' behavior regarding brand preferences and investigates the motives behind such moves.
Methodology: This paper explores the three independent variables and gathers findings from qualitative data through the literature on factors influencing customers' preferences for Muslimah fashion.Future branding empirical research would include these elements as items in building up the survey instrument.
Results: The results show that uniqueness, price, and celebrity endorser are among the determining factors that influence customers' preferences in making decisions.
Implications: Understanding customers' preferences on Muslimah fashion are crucial for a company that operates in fashion industries due to such a highly competitive industry and rapid change on taste and preference. Having a good understanding of the real motives behind customers' preferences on Muslimah fashion will help the business organization to understand customers better.These results will eventually be used for developing a conceptual framework to be used for future empirical research.
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- Alserhan, B.A., 2010. Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1): 34-49. DOI: https://doi.org/10.1057/bm.2010.18
- Bai, Y., Z. Yao and Y.F. Dou, 2015. Effect of social commerce factors on user purchase behavior: An empirical investigation from Renren. Com. International Journal of Information Management, 35(5): 538-550. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.04.011
- Campos, J., J.L. Jiménez and A. Suárez-Alemán, 2013. Prices and brand diversity in touristic areas supermarkets. Tourism Management, 36: 435-440. DOI: https://doi.org/10.1016/j.tourman.2012.09.016
- Castorena, O.H., L.A. EnrÃquez, and M.G. Adame, 2014. The influence of information technology and communication supply chain management performance for greater SME manufacturing in Aguascalientes. International Journal of Business, Economics, and Management, 1(12): 382-396.
- Centeno, D. and J.J. Wang, 2017. Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74: 133-138. DOI: https://doi.org/10.1016/j.jbusres.2016.10.024
- CHE, G.N. and F. Sundjo, 2018. Determinants of female labor force participation in Cameroon. International Journal of Applied Economics, Finance, and Accounting, 3(2): 88-103. DOI: https://doi.org/10.33094/8.2017.2018.32.88.103
- Chen, Y.R.R., 2017. Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality, and purchase intention: A study of WeChat in China. Public Relations Review, 43(5): 945-954. DOI: https://doi.org/10.1016/j.pubrev.2017.07.005
- Cheng, C.P., M.T. Phung, C.L. Hsiao, D.B. Shen and B.S. Chen, 2018. Impact of operational risk toward the efficiency of banking-evidence from Taiwan's banking industry. Asian Economic and Financial Review, 8(6): 815-831. DOI: https://doi.org/10.18488/journal.aefr.2018.86.815.831
- Chowdhury, T.S., M. Habibullah and N. Nahar, 2018. Risk and return analysis of closed-end mutual fund in Bangladesh. Journal of Accounting, Business and Finance Research, 3(2): 83-92. DOI: https://doi.org/10.20448/2002.32.83.92
- Dim, N.U. and A.C.C. Ezeabasili, 2015. Strategic supply chain framework as an effective approach to the procurement of public construction projects in Nigeria. International Journal of Management and Sustainability, 4(7): 163-172. DOI: https://doi.org/10.18488/journal.11/2015.4.7/11.7.163.172
- Duru, P.N. and C.N. Chibo, 2014.Flooding in Imo State Nigeria: The socio-economic implication for sustainable development. Humanities and Social Sciences Letters, 2(3): 129-140.
- Eelen, J., P. Özturan and P.W. Verlegh, 2017. The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4): 872-891. DOI: https://doi.org/10.1016/j.ijresmar.2017.08.002
- Erfgen, C., S. Zenker, and H. Sattler, 2015. The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2): 155-163. DOI: https://doi.org/10.1016/j.ijresmar.2014.12.002
- Huang, A., J. Dawes, L. Lockshin and L. Greenacre, 2017. Consumer response to price changes in higher-priced brands. Journal of Retailing and Consumer Services, 39: 1-10. DOI: https://doi.org/10.1016/j.jretconser.2017.06.009
- Ibrahim, I. and H.S. Jaafar, 2015. The determinant factor of environmental management practices: A theoretical framework. International Review of Management and Business Research, 4(4): 1180-1192.
- Kauppinen-Räisänen, H., P. Björk, A. Lönnström, and M.N. Jauffret, 2018. How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84: 72-81. DOI: https://doi.org/10.1016/j.jbusres.2017.11.012
- Kimengsi, J.N. and S.A. Gwan, 2017.Reflections on decentralization, community empowerment and sustainable development in Cameroon. International Journal of Emerging Trends in Social Sciences, 1(2): 53-60. DOI: https://doi.org/10.20448/2001.12.53.60
- Liu, R.L., D.E. Sprott, E.R. Spangenberg, S. Czellar and K.E. Voss, 2018. Consumer preference for national vs. Private brands: The influence of brand engagement and self-concept threat. Journal of Retailing and Consumer Services, 41: 90-100. DOI: https://doi.org/10.1016/j.jretconser.2017.11.010
- Manthiou, A., J. Kang, S.S. Hyun, and X.X. Fu, 2018. The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75: 38-47. DOI: https://doi.org/10.1016/j.ijhm.2018.03.005
- Mühlbacher, H., K. Raies, R. Grohs and O. Koll, 2016. Drivers of brand strength: Configure paths to strong cognitive brand equity. Journal of Business Research, 69(8): 2774-2780. DOI: https://doi.org/10.1016/j.jbusres.2015.11.013
- Nazal, A.I., 2017. Financial tables report gaps in Jordanian Islamic banks. The Economics and Finance Letters, 4(2): 9-15. DOI: https://doi.org/10.18488/journal.29.2017.42.9.15
- Nze, I.C., I.C. Ogwude, K.U. Nnadi and C.C. Ibe, 2016.Modeling the relationship between demand for River Port services and vessel supply costs: Empirical evidence from Nigeria. Global Journal of Social Sciences Studies, 2(3): 144-149.
- Olbrich, R., H.C. Jansen, and M. Hundt, 2017.Effects of pricing strategies and product quality on private label and national brand performance. Journal of Retailing and Consumer Services, 34: 294-301. DOI: https://doi.org/10.1016/j.jretconser.2016.01.012
- Pink, J., 2009. Muslim societies in the age of mass consumption: Politics, culture, and identity between the local and the global. Cambridge Scholars Pub.
- Purnama, C., 2014. Improved performance through the empowerment of small industry. Journal of Social Economics Research, 1(4): 72-86.
- Salamandic, E., S. Alijosiene and R. Gudonaviciene, 2014. Price sensitivity measurement depending on brand awareness: A case of the ziede brand. Procedia-Social and Behavioral Sciences, 156: 473-478. DOI: https://doi.org/10.1016/j.sbspro.2014.11.224
- Sandıkçı, Ö., 2011. Researching Islamic marketing: Past and future perspectives. Journal of Islamic Marketing, 2(3): 246-258. DOI: https://doi.org/10.1108/17590831111164778
- Shen, B., T.M. Choi, and P.S. Chow, 2017. Brand loyalties in designer luxury and fast fashion co-branding alliances. Journal of Business Research, 81: 173-180. DOI: https://doi.org/10.1016/j.jbusres.2017.06.017
- Swani, K. and G.R. Milne, 2017.Evaluating Facebook brand content popularity for service versus goods offerings. Journal of Business Research, 79: 123-133. DOI: https://doi.org/10.1016/j.jbusres.2017.06.003
- Swimberghe, K., M.A. Darrat, B.D. Beal and M. Astakhova, 2018.Examining a psychological sense of brand community in elderly consumers. Journal of Business Research, 82: 171-178. DOI: https://doi.org/10.1016/j.jbusres.2017.09.035
- Tajvidi, M., Y. Wang, N. Hajli and P.E. Love, 2017. Brand value co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior.
- Tanoos, J.J., 2017. East Asian trade cooperation versus US and EU protectionist trends and their association with Chinese steel exports. Asian Journal of Economics and Empirical Research, 4(1): 1-7. DOI: https://doi.org/10.20448/journal.501.2017.41.1.7
- Taqi, M., M. Ajmal, and M.S. Ansari, 2018. Financial efficiency of India tourism development corporation (ITDC) limited: An empirical study. Journal of Tourism Management Research, 5(1): 14-22.Available at: 10.18488/journal.31.2018.51.14.22. DOI: https://doi.org/10.18488/journal.31.2018.51.14.22
- Temporal, P., 2011. The future of Islamic branding and marketing: A managerial perspective. Handbook of Islamic Marketing, 465. DOI: https://doi.org/10.1002/9781119199540
- Wang, Y.B. and J.R. Lu, 2016.A supply-lock competitive market for investable products. Asian Development Policy Review, 4(4): 127-133. DOI: https://doi.org/10.18488/journal.107/2016.4.4/107.4.127.133
References
Alserhan, B.A., 2010. Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1): 34-49. DOI: https://doi.org/10.1057/bm.2010.18
Bai, Y., Z. Yao and Y.F. Dou, 2015. Effect of social commerce factors on user purchase behavior: An empirical investigation from Renren. Com. International Journal of Information Management, 35(5): 538-550. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.04.011
Campos, J., J.L. Jiménez and A. Suárez-Alemán, 2013. Prices and brand diversity in touristic areas supermarkets. Tourism Management, 36: 435-440. DOI: https://doi.org/10.1016/j.tourman.2012.09.016
Castorena, O.H., L.A. EnrÃquez, and M.G. Adame, 2014. The influence of information technology and communication supply chain management performance for greater SME manufacturing in Aguascalientes. International Journal of Business, Economics, and Management, 1(12): 382-396.
Centeno, D. and J.J. Wang, 2017. Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74: 133-138. DOI: https://doi.org/10.1016/j.jbusres.2016.10.024
CHE, G.N. and F. Sundjo, 2018. Determinants of female labor force participation in Cameroon. International Journal of Applied Economics, Finance, and Accounting, 3(2): 88-103. DOI: https://doi.org/10.33094/8.2017.2018.32.88.103
Chen, Y.R.R., 2017. Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality, and purchase intention: A study of WeChat in China. Public Relations Review, 43(5): 945-954. DOI: https://doi.org/10.1016/j.pubrev.2017.07.005
Cheng, C.P., M.T. Phung, C.L. Hsiao, D.B. Shen and B.S. Chen, 2018. Impact of operational risk toward the efficiency of banking-evidence from Taiwan's banking industry. Asian Economic and Financial Review, 8(6): 815-831. DOI: https://doi.org/10.18488/journal.aefr.2018.86.815.831
Chowdhury, T.S., M. Habibullah and N. Nahar, 2018. Risk and return analysis of closed-end mutual fund in Bangladesh. Journal of Accounting, Business and Finance Research, 3(2): 83-92. DOI: https://doi.org/10.20448/2002.32.83.92
Dim, N.U. and A.C.C. Ezeabasili, 2015. Strategic supply chain framework as an effective approach to the procurement of public construction projects in Nigeria. International Journal of Management and Sustainability, 4(7): 163-172. DOI: https://doi.org/10.18488/journal.11/2015.4.7/11.7.163.172
Duru, P.N. and C.N. Chibo, 2014.Flooding in Imo State Nigeria: The socio-economic implication for sustainable development. Humanities and Social Sciences Letters, 2(3): 129-140.
Eelen, J., P. Özturan and P.W. Verlegh, 2017. The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4): 872-891. DOI: https://doi.org/10.1016/j.ijresmar.2017.08.002
Erfgen, C., S. Zenker, and H. Sattler, 2015. The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2): 155-163. DOI: https://doi.org/10.1016/j.ijresmar.2014.12.002
Huang, A., J. Dawes, L. Lockshin and L. Greenacre, 2017. Consumer response to price changes in higher-priced brands. Journal of Retailing and Consumer Services, 39: 1-10. DOI: https://doi.org/10.1016/j.jretconser.2017.06.009
Ibrahim, I. and H.S. Jaafar, 2015. The determinant factor of environmental management practices: A theoretical framework. International Review of Management and Business Research, 4(4): 1180-1192.
Kauppinen-Räisänen, H., P. Björk, A. Lönnström, and M.N. Jauffret, 2018. How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84: 72-81. DOI: https://doi.org/10.1016/j.jbusres.2017.11.012
Kimengsi, J.N. and S.A. Gwan, 2017.Reflections on decentralization, community empowerment and sustainable development in Cameroon. International Journal of Emerging Trends in Social Sciences, 1(2): 53-60. DOI: https://doi.org/10.20448/2001.12.53.60
Liu, R.L., D.E. Sprott, E.R. Spangenberg, S. Czellar and K.E. Voss, 2018. Consumer preference for national vs. Private brands: The influence of brand engagement and self-concept threat. Journal of Retailing and Consumer Services, 41: 90-100. DOI: https://doi.org/10.1016/j.jretconser.2017.11.010
Manthiou, A., J. Kang, S.S. Hyun, and X.X. Fu, 2018. The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75: 38-47. DOI: https://doi.org/10.1016/j.ijhm.2018.03.005
Mühlbacher, H., K. Raies, R. Grohs and O. Koll, 2016. Drivers of brand strength: Configure paths to strong cognitive brand equity. Journal of Business Research, 69(8): 2774-2780. DOI: https://doi.org/10.1016/j.jbusres.2015.11.013
Nazal, A.I., 2017. Financial tables report gaps in Jordanian Islamic banks. The Economics and Finance Letters, 4(2): 9-15. DOI: https://doi.org/10.18488/journal.29.2017.42.9.15
Nze, I.C., I.C. Ogwude, K.U. Nnadi and C.C. Ibe, 2016.Modeling the relationship between demand for River Port services and vessel supply costs: Empirical evidence from Nigeria. Global Journal of Social Sciences Studies, 2(3): 144-149.
Olbrich, R., H.C. Jansen, and M. Hundt, 2017.Effects of pricing strategies and product quality on private label and national brand performance. Journal of Retailing and Consumer Services, 34: 294-301. DOI: https://doi.org/10.1016/j.jretconser.2016.01.012
Pink, J., 2009. Muslim societies in the age of mass consumption: Politics, culture, and identity between the local and the global. Cambridge Scholars Pub.
Purnama, C., 2014. Improved performance through the empowerment of small industry. Journal of Social Economics Research, 1(4): 72-86.
Salamandic, E., S. Alijosiene and R. Gudonaviciene, 2014. Price sensitivity measurement depending on brand awareness: A case of the ziede brand. Procedia-Social and Behavioral Sciences, 156: 473-478. DOI: https://doi.org/10.1016/j.sbspro.2014.11.224
Sandıkçı, Ö., 2011. Researching Islamic marketing: Past and future perspectives. Journal of Islamic Marketing, 2(3): 246-258. DOI: https://doi.org/10.1108/17590831111164778
Shen, B., T.M. Choi, and P.S. Chow, 2017. Brand loyalties in designer luxury and fast fashion co-branding alliances. Journal of Business Research, 81: 173-180. DOI: https://doi.org/10.1016/j.jbusres.2017.06.017
Swani, K. and G.R. Milne, 2017.Evaluating Facebook brand content popularity for service versus goods offerings. Journal of Business Research, 79: 123-133. DOI: https://doi.org/10.1016/j.jbusres.2017.06.003
Swimberghe, K., M.A. Darrat, B.D. Beal and M. Astakhova, 2018.Examining a psychological sense of brand community in elderly consumers. Journal of Business Research, 82: 171-178. DOI: https://doi.org/10.1016/j.jbusres.2017.09.035
Tajvidi, M., Y. Wang, N. Hajli and P.E. Love, 2017. Brand value co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior.
Tanoos, J.J., 2017. East Asian trade cooperation versus US and EU protectionist trends and their association with Chinese steel exports. Asian Journal of Economics and Empirical Research, 4(1): 1-7. DOI: https://doi.org/10.20448/journal.501.2017.41.1.7
Taqi, M., M. Ajmal, and M.S. Ansari, 2018. Financial efficiency of India tourism development corporation (ITDC) limited: An empirical study. Journal of Tourism Management Research, 5(1): 14-22.Available at: 10.18488/journal.31.2018.51.14.22. DOI: https://doi.org/10.18488/journal.31.2018.51.14.22
Temporal, P., 2011. The future of Islamic branding and marketing: A managerial perspective. Handbook of Islamic Marketing, 465. DOI: https://doi.org/10.1002/9781119199540
Wang, Y.B. and J.R. Lu, 2016.A supply-lock competitive market for investable products. Asian Development Policy Review, 4(4): 127-133. DOI: https://doi.org/10.18488/journal.107/2016.4.4/107.4.127.133