Do to others what you want them to do to you

30 Jan 2019

First publication of 2019: Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets

Just found out that one of my papers, titled "Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets"  has been published online by the Journal of Global Marketing.

The authors of the paper were: Ali Homaid Al-hajla, Bang Nguyen, T C Melewar, Chanaka Jayawardhena, Ezlika Ghazali & Dilip S. Mutum .

Abstract:
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’ behavior 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.

Keywords: Religious beliefs, brand personality, new religion-compliant product adoption, Islamic branding, Muslim market

There are 50 free online copies of their article. Use the link below to view and download the paper:

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