Understanding new religion-compliant product adoption (NRCPA) in Islamic markets

Al-hajla, Ali Homaid, Nguyen, Bang, Melewar, T. C., Jayawardhena, Chanaka, Ghazali, Ezlika and Mutum, Dilip S. (2019) Understanding new religion-compliant product adoption (NRCPA) in Islamic markets. Journal of Global Marketing . ISSN 0891-1762 (Published online first) (doi:10.1080/08911762.2018.1559907)

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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.

Item Type: Article
Keywords (uncontrolled): Marketing, Business and International Management
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 26153
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Global Marketing on 30 Jan 2019, available online: http://www.tandfonline.com/10.1080/08911762.2018.1559907
Useful Links:
Depositing User: Jisc Publications Router
Date Deposited: 08 Feb 2019 11:44
Last Modified: 27 Nov 2019 02:12
URI: https://eprints.mdx.ac.uk/id/eprint/26153

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