Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets |
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| Authors: | Ali Homaid Al-hajla Bang Nguyen T C Melewar Chanaka Jayawardhena Ezlika Ghazali Dilip S. Mutum |
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| Affiliation: | 1. College of Business Administration, Taibah University, Medina, Saudi Arabia;2. School of Business, East China University of Science and Technology, Shanghai, China;3. Center for Innovation and Entrepreneurship, Shanghai University, Shanghai, China;4. The Business School, Middlesex University London, London, UK;5. Faculty of Business, Law and Politics, University of Hull, London, UK;6. Department of Marketing, Faculty of Business &7. Accountancy, Commercialisation Division, University of Malaya Halal Research Centre (UMHRC), High Impact Research Building, University of Malaya, Kuala Lumpur, Malaysia;8. Nottingham University Business School, University of Nottingham Malaysia, Jalan Broga, Semenyih, Malaysia |
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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. |
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| Keywords: | Religious beliefs brand personality new religion-compliant product adoption Islamic branding Muslim market |
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