Ali Homaid Al-hajla
Understanding new religion-compliant product adoption (NRCPA) in Islamic markets
Al-hajla, Ali Homaid; Jayawardhena, Chanaka; Nguyen, Bang; Melewar, T C; Ghazali, Ezlika; Mutum, Dilip S.
T C Melewar
Dilip S. Mutum
This study examines the relationships between religious beliefs, brand personality, and new religion-compliant product adoption (NRCPA) in Islamic markets. Findings confirm that religious consumers tend to behave in accordance with a society or group that follows the same beliefs, and that these consumers’ behaviour and lifestyle are influenced by similar religious groups and social relationships. In addition, the more religious the consumer, the more likely they will adopt or favour/disfavour a new product in accordance with his/her religious beliefs. Finally, the three constructs - relative advantages, compatibility and complexity - are found to partially mediate the influential relationship between religious beliefs and new religion-compliant product adoption. International firms that target Muslim markets, with an aim to profit and fit in these markets, must take into account the Islamic values, standards and guidelines.
|Journal Article Type||Article|
|Publication Date||Jan 30, 2019|
|Publisher||Taylor & Francis (Routledge)|
|Peer Reviewed||Peer Reviewed|
|APA6 Citation||Al-hajla, A. H., Jayawardhena, C., Nguyen, B., Melewar, T. C., Ghazali, E., & Mutum, D. S. (2019). Understanding new religion-compliant product adoption (NRCPA) in Islamic markets. Journal of Global Marketing, 32(4), 288-302. https://doi.org/10.1080/08911762.2018.1559907|
|Keywords||Religious beliefs; Brand personality; New religion-compliant product adoption; Islamic branding; Muslim market|
This file is under embargo until Jul 31, 2020 due to copyright reasons.
Contact C.Jayawardhena@hull.ac.uk to request a copy for personal use.
You might also like
Do online reviews still matter post-purchase?