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Integrative review of Islamic marketing (2021)


Shah, Syed Adil; Bhutto, Maqsood Hussain; Azhar, Sarwar M. (2021). Integrative review of Islamic marketing. Journal of Islamic Marketing, EarlyCite. DOI: 10.1108/JIMA-07-2020-0216


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Julkaisun tiedot

Julkaisun kaikki tekijät tai toimittajat: Shah, Syed Adil; Bhutto, Maqsood Hussain; Azhar, Sarwar M.

Lehti tai sarja: Journal of Islamic Marketing

ISSN: 1759-0833

eISSN: 1759-0841

Julkaisuvuosi: 2021

Volyymi: EarlyCite

Kustantaja: Emerald

Julkaisumaa: Britannia

Julkaisun kieli: englanti

DOI: https://doi.org/10.1108/JIMA-07-2020-0216

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Tiivistelmä

Purpose: The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research. Design/methodology/approach: The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon. Findings: The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes consists of sub-themes discussed in detail in the results and discussion sections. Research limitations/implications: Like other studies, this integrative literature review has some limitations. These include the methodology undertaken, the lack of explanation of inter-relationship among themes and lack of Islamic theory-based review. These limitations lead to future research directions. Practical implications: Marketing managers need a thorough understanding of the Islamic standards and need to develop strategies. Further, there are inter-differences among Muslims, which need to be thoroughly understood by managers. Moreover, marketers can effectively use advertising in creating awareness and increasing demand of halal products. Originality/value: This study provides an integrative review of the literature and synthesizes the Islamic marketing literature, which has not been done before.


YSO-asiasanat: markkinointi; islamilainen kulttuuri; islamilaiset maat; muslimit; kuluttajakäyttäytyminen; halal

Vapaat asiasanat: Halal market; Halal marketing; integrative review; Islamic marketing; Islamic marketing mix; muslim consumers


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Viimeisin päivitys 2021-17-03 klo 15:07