Islamic apparel brand personality model

Abstract

Purpose The Islamic modest fashion industry is growing rapidly and becoming more competitive within an increasing number of brands available in the market. Based on this reason, both marketers and designers need to create differentiation in their brands. One of the ways to create such differentiation is by establishing a brand personality. Thus, the purpose of this study is to develop a reliable measure of Islamic apparel personality that incorporates the relevant dimensions/traits Muslim females attribute to their apparel. Design/methodology/approach Islamic apparel brand personality model was developed based on the Qur’an verses, hadith (sayings of Prophet Muhammad), traits in Aaker’s and other Islamic brand personality models. Focus groups were used to generate a list of traits. Following this, a survey research method was used to gather data. Then, exploratory and confirmatory factor analyses were conducted on a sample of 190 Egyptian Muslim females. Findings This study introduces five dimensions of the Islamic apparel brand personality model, namely, simplicity, feminine, modesty, Islamic and righteousness. Practical implications This study contributes to the branding as well as Islamic apparel marketing literature as it is the first Islamic apparel brand personality framework. With the Islamic apparel brand personality model, Islamic apparel designers, producers and marketers can create a strong brand image, use advertising strategies effectively and ultimately attract more potential consumers. Originality/value The Islamic apparel brand personality model being the first of its kind is significant for the Islamic apparel industry. It reflects dimensions that are supported by the Quran and hadith and therefore suits the Muslim customer market.