03895nam 2200589 a 450 991078769700332120230803031115.03-95489-523-4(CKB)2670000000406203(EBL)1324009(OCoLC)854977183(SSID)ssj0001153777(PQKBManifestationID)11612001(PQKBTitleCode)TC0001153777(PQKBWorkID)11161462(PQKB)10290654(MiAaPQ)EBC1324009(Au-PeEL)EBL1324009(CaPaEBR)ebr10735063(EXLCZ)99267000000040620320130729d2013 uy 0engur|n|---|||||txtccrBrand identity factors[electronic resource] developing a successful Islamic brand /Vedad AlihodzicHamburg Anchor Academic Pub.20131 online resource (103 p.)"Disseminate knowledge"--Cover.3-95489-023-2 Includes bibliographical references.Brand Identity Factors: Developing a Successful Islamic Brand; Abstract; Contents Page; List of figures; Glossary; Chapter 1 Introduction; 1.1 Importance of the topic; 1.2 Aims and Objectives for the study; 1.3 Topic Overview; 1.4 Hypothesis; 1.5 Summary; Chapter 2 Contextual Background; 2.1 Introduction; 2.2 The influence of Islam on consumer behaviour; 2.3 The concept of Halal; 2.4 The consumer perspective; 2.4.1 The "new" Muslim consumer perspective; 2.4.2 The non-Muslim consumer perspective; 2.5 Principles in Islamic branding and marketing; 2.6 Conclusion; Chapter 3 Literature Review3.1 Introduction3.2 Conceptual framework; 3.3 Consumer Behaviour; 3.3.1 Motivation; 3.3.2 Perception; 3.3.3 Attitudes; 3.4 Brand Identity; 3.4.1 Intangible brand identity factors; 3.4.2 Tangible brand identity factors; 3.5 Marketing communication; 3.6 Conclusion; Chapter 4 Methodology; 4.1 Introduction; 4.2 Research Philosophy and Design; 4.3 Research Methods; 4.4 Sampling; 4.5 Questionnaire design; 4.6 Piloting; 4.7 Data Analysis; 4.8 Reliability and Validity; 4.9 Ethical Considerations; 4.10 Research Limitations; 4.11 Conclusion; Chapter 5 - Findings and Discussion; 5.1 Introduction5.2 Findings in Consumer Behaviour5.3 Findings on Brand Identity; 5.3.1 Brand origin; 5.3.2 Brand values; 5.3.3 Brand personality; 5.3.4 Brand relationship; 5.3.5 Brand logo; 5.3.6 Brand name; 5.3.7 Brand slogan; 5.3.8 Testimonial; 5.4 Conclusion; Chapter 6 - Conclusion and recommendations; 6.1 Conclusion; 6.2 Contribution to theory; 6.3 Contribution to method; 6.4 Contribution to practice; References; AppendicesHauptbeschreibung The market for Islam-compliant products is getting more and more important, due to the high impact of religious obligation on Muslim consumer behaviour. According to studies, the market for Muslim-compliant brands has increased dramatically, with a global worth of 1.5 trillion a year. However, the market for Islam-compliant brands seems to be underdeveloped in Europe when compared to the rest of the world. Surprisingly, little research is conducted in this highly attractive segment, although Islam is assumed to be the fastest growing religion, with a total of 1.6 billion follBrand name productsIslamic countriesBranding (Marketing)Islamic countriesProduct managementIslamic countriesBrand name productsBranding (Marketing)Product management658.8658.80091767Alihodzic Vedad1466422MiAaPQMiAaPQMiAaPQBOOK9910787697003321Brand identity factors3676896UNINA