본문 바로가기
KERD
논문KCI 등재

Faithful and luxurious: Mediating halal with luxury through self-congruity

Zahirah Zainol|Nurhafihz Noor|Ashley Tong
한국마케팅과학회 (Korean Scholars of Marketing Science)|2024.09|Journal of Global Fashion Marketing|제15권 제4호|pp. 422-439|DOI 10.1080/20932685.2024.2346841

1

조회

0

다운로드

1

인용

0

참고문헌

키워드

well-beingreligiosityLuxuryself-congruityluxury services
주제분류경영학

초록

With the rise in luxury marketing and the opening of Halal markets, luxury brands have begun to penetrate the lives of Muslim consumers. This has been accelerated particularly with the growing service economy. However, there is a lack of understanding of the underlying mechanism through which luxury services can impact the purchasing behavior of Muslims. With Islam influencing all aspects of Muslims’ lives including their purchasing behavior, it is important to resolve tensions between religiosity and luxury purchasing. Using the self-congruence theory, this study proposes a conceptual model of how religiosity can influence the purchasing behavior of luxury services and the well-being of Muslim consumers. This study contributes to the emerging luxury services and Halal service marketing literature, advances the transformative luxury and transformative service research agendas on well-being, and suggests a path for firms to encourage the spending of luxury services to capitalize on the growing Halal economy. The study concludes with a research agenda to advance research on the consumption of Halal luxury services.

Abstract

With the rise in luxury marketing and the opening of Halal markets, luxury brands have begun to penetrate the lives of Muslim consumers. This has been accelerated particularly with the growing service economy. However, there is a lack of understanding of the underlying mechanism through which luxury services can impact the purchasing behavior of Muslims. With Islam influencing all aspects of Muslims’ lives including their purchasing behavior, it is important to resolve tensions between religiosity and luxury purchasing. Using the self-congruence theory, this study proposes a conceptual model of how religiosity can influence the purchasing behavior of luxury services and the well-being of Muslim consumers. This study contributes to the emerging luxury services and Halal service marketing literature, advances the transformative luxury and transformative service research agendas on well-being, and suggests a path for firms to encourage the spending of luxury services to capitalize on the growing Halal economy. The study concludes with a research agenda to advance research on the consumption of Halal luxury services.

참고문헌 (95)

  1. Abalkhail, T. S., "The impact of religiosity on luxury brand consumption: The case of Saudi consumers", Journal of Islamic Marketing, 12(4), pp.763~775 (2021)[DOI]
  2. Aksoy, H., "Exploring the impact of religiousness and culture on luxury fashion goods purchasing intention: A behavioural study on Nigerian Muslim consumers", Journal of Islamic Marketing, 10(3), pp.768~789 (2019)[DOI]
  3. Albattat, A., "The impact of service quality on Muslim customers in shariah compliant hotel", Journal of Tourism, Hospitality and Environment Management, 3(8), pp.1~14 (2018)
  4. Al-Hajla, A. H., "Luxury hospitality values regarding luxury hotels and the role of religious values in the Islamic market", Journal of Tourism, Hospitality and Sports, 32, pp.39~50 (2017)
  5. Al-Issa, N., "How do religiosity and acculturation to the global consumer culture drive the perceived value of luxury? A study in Kuwait", Journal of Islamic Marketing, 14(2), pp.562~585 (2021)[DOI]
  6. Alotaibi, A., "Islamic religiosity and green purchase intention: A perspective of food selection in millennials", Journal of Islamic Marketing, 14(9), pp.2323~2342 (2023)[DOI]
  7. Al-Qaradawi, Y., "The lawful and the prohibited in Islam" (2001), Islamic Book Trust
  8. Alserhan, B. A., "The transparency of Islamic hotels: “Nice Islam” and the “self-orientalizing” of Muslims?", International Journal of Tourism Research, 20(4), pp.475~487 (2017)[DOI]
  9. "Shaza Makkah wins ‘the World’s leading luxury halal hotel’ award" (2021)[URL]
  10. Arasli, H., "Key attributes of Muslim-friendly hotels’ service quality: Voices from booking.com", Journal of Islamic Marketing, 14(1), pp.106~127 (2023)[DOI]
  11. Arslan, Y., "Exploring the effects of self-image congruity and religiosity on brand equity of grocery stores", Business and Economics Research Journal, 10(4), pp.959~972 (2019)[DOI]
  12. Baron, J., "Consumer attitudes about personal and political action", Journal of Consumer Psychology, 8(3), pp.261~275 (1999)[DOI]
  13. Batat, W., "Transformative luxury research (TLR): An agenda to advance luxury for well-being", Journal of Macromarketing, 42(4), pp.609~623 (2022)[DOI]
  14. Chen, A., "The effects of luxury restaurant environments on diners’ emotions and loyalty: Incorporating diner expectations into an extended mehrabian-russell model", International Journal of Contemporary Hospitality Management, 27(2), pp.236~260 (2015)[DOI]
  15. Christodoulides, G., "Measuring perceived brand luxury: An evaluation of the BLI scale", Journal of Brand Management, 16(5, pp.6) (2009), 395~405
  16. "Get your hotel’s Muslim friendly services audited and rated" (2023)[URL]
  17. Danziger, P., "Let them eat cake: Marketing luxury to the masses as well as the classes" (2004), Dearborn Trade Publishing
  18. Das, G., "Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands", Journal of Global Fashion Marketing, 6(3), pp.180~193 (2015)[DOI]
  19. Dekhil, F., "Effect of religiosity on luxury consumer behaviour: The case of the Tunisian Muslim", Journal of Islamic Marketing, 8(1), pp.74~94 (2017)[DOI]
  20. Diener, E., "Subjective well-being", Psychological Bulletin, 95(3), pp.542~575 (1984)[DOI]
  21. Diener, E., "The satisfaction with life scale", Journal of Personality Assessment, 49(1), pp.71~75 (1985)[DOI]
  22. Diener, E., "Subjective well-being: Three decades of progress", Psychological Bulletin, 125(2), pp.276~302 (1999)[DOI]
  23. State of the global Islamic economy report 2022, "DinarStandard", ~ (2022)
  24. Ericksen, M. K., "Using self-congruity and ideal congruity to predict purchase intention: A European perspective", Journal of Euro-Marketing, 6(1), pp.41~56 (1997)[DOI]
  25. Farmaki, A., "Religion and entrepreneurship in hospitality and tourism", International Journal of Contemporary Hospitality Management, 32(1), pp.148~172 (2020)[DOI]
  26. Field, J. M., "Service research priorities: Designing sustainable service ecosystems", Journal of Service Research, 24(4), pp.462~479 (2021)[DOI]
  27. Frank, R. H., "Luxury fever: Money and happiness in an era of excess" (1999), Princeton University Press
  28. Fritze, M. P., "Access-based services as substitutes for material possessions: The role of psychological ownership", Journal of Service Research, 23(3), pp.368~385 (2020)[DOI]
  30. Geiger-Oneto, S., "How religiosity influences the consumption of luxury goods: Exploration of the moral halo effect", European Journal of Marketing, 53(12), pp.2530~2555 (2019)[DOI]
  31. Golalizadeh, F., "Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality", Journal of Global Fashion Marketing, 14(4), pp.468~488 (2023)[DOI]
  32. Han, H., "Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviors of Muslim travellers toward a non Muslim destination", Tourism Management, 71, pp.151~164 (2019)[DOI]
  33. Hanapi, M. S., "Wasatiyyah-consumerism ethics in Al-Qur’an", International Journal of Financial Research, 10(5), pp.204~207 (2019)[DOI]
  34. Hirschman, E. C., "Hedonic consumption: Emerging concepts, methods and propositions", Journal of Marketing, 46(3), pp.92~101 (1982)[DOI]
  35. Hudders, L., "The silver lining of materialism: The impact of luxury consumption on subjective well-being", Journal of Happiness Studies, 13(3), pp.411~437 (2012)[DOI]
  36. Hunt, J., "Amg’s Handi-reference World religions and cults" (2008), AMG Publishers
  37. Hwang, J., "The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: The moderating role of hiatus", International Journal of Hospitality Management, 33, pp.250~263 (2013)[DOI]
  38. Jain, V., "Luxury hospitality: A systematic literature review and research agenda", International Journal of Hospitality Management, 115, pp.103597~ (2023)[DOI]
  39. Jamal, A., "Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction", Marketing Intelligence & Planning, 19(7), pp.482~492 (2001)[DOI]
  40. Kadirov, D., "Halal service research: Definition, domain and dynamics", Journal of Halal Service Research, 1(1), pp.1~10 (2020)
  41. Kapferer, J. -N., "Beyond rarity: The paths of luxury desire. How luxury brands grow yet remain desirable", Journal of Product & Brand Management, 25(2), pp.120~133 (2016)[DOI]
  42. Kassim, N. M., "Quality of lifestyle and luxury purchase inclinations from the perspectives of affluent Muslim consumers", Journal of Islamic Marketing, 7(1), pp.95~119 (2015)[DOI]
  43. Khan, N. J., "Intention of and commitment towards purchasing luxury products", Journal of Islamic Marketing, 8(3), pp.476~495 (2017)[DOI]
  44. Kim, E. Y., "Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity", Journal of Global Fashion Marketing, 9(4), pp.287~304 (2018)[DOI]
  45. Koburtay, T., "Guests’ happiness in luxury hotels in Jordan: The role of spirituality and religiosity in an Islamic context", International Journal of Hospitality & Tourism Administration, 23(5), pp.987~1005 (2021)[DOI]
  46. Koenig, H. G., "Handbook of religion and mental health" (1998), Academic Press
  47. Kusumawati, A., "Fashion consciousness and Muslim modest brand advocacy: The mediating role of brand love, and loyalty", Journal of Global Fashion Marketing, 13(4), pp.380~393 (2022)[DOI]
  48. Lee, J. H., "Luxury marketing: The influences of psychological and demographic characteristics on attitudes toward luxury restaurants", International Journal of Hospitality Management, 30(3), pp.658~669 (2011)[DOI]
  49. Li, Y., "Self-consistency congruence and smartphone addiction in adolescents: The mediating role of subjective well-being and the moderating role of gender", Frontiers in Psychology, 12, pp.766392~766392 (2021)[DOI]
  50. Lu, C., "Service quality and customer satisfaction: Qualitative research implications for luxury hotels", International Journal of Culture, Tourism and Hospitality Research, 9(2), pp.168~182 (2015)[DOI]
  51. Manshur, F. M., "Promoting religious moderation through literary-based learning: A quasi-experimental study", International Journal of Advanced Science & Technology, 29(6), pp.5849~5855 (2020)
  52. Mathras, D., "The effects of religion on consumer behavior: A conceptual framework and research agenda", Journal of Consumer Psychology, 26(2), pp.298~311 (2016)[DOI]
  53. Miller, K. W., "Contributing clarity by examining brand luxury in the fashion market", Journal of Business Research, 65(10), pp.1471~1479 (2012)[DOI]
  54. Minton, E. A., "Making one’s religious self feel better about luxury use: The role of religiosity in choice of disposal option for luxury goods", Journal of Consumer Behaviour, 19(6), pp.581~593 (2020)[DOI]
  55. Minton, E. A., "Belief systems, religion, and behavioral economics: Marketing in multicultural environments" (2014), Business Expert Press
  56. Mohamed, N., "Stimulating satisfaction and loyalty: Transformative behaviour and Muslim consumers", International Journal of Contemporary Hospitality Management, 32(9), pp.2903~2923 (2020)[DOI]
  57. Mookherjee, H. N., "Effects of religiosity and selected variables on the perception of well-being", The Journal of Social Psychology, 134(3), pp.403~405 (1994)[DOI]
  58. "Why Muslim fashion is taking over the luxury world" (2019)[URL]
  59. Noor, N., "Strategic Islamic marketing: A roadmap for engaging Muslim consumers", pp.11~29 (2022), Springer
  60. Nwankwo, S., "Consumer values, motivation and purchase intention for luxury goods", Journal of Retailing and Consumer Services, 21(5), pp.735~744 (2014)[DOI]
  61. Pavot, W., "The relation between self-aspect congruence, personality and subjective well-being", Personality and Individual Differences, 22(2), pp.183~191 (1997)[DOI]
  63. Pierce, J. L., "The state of psychological ownership: Integrating and extending a century of research", Review of General Psychology, 7(1), pp.84~107 (2003)[DOI]
  64. Rogers, C. R., "Psychology: A study of a science. Formulations of the person and the social context (Vol. 3)", pp.184~256 (1959), McGraw Hill
  65. Sarofim, S., "Religion’s influence on the financial well‐being of consumers: A conceptual framework and research agenda", The Journal of Consumer Affairs, 54(3), pp.1028~1061 (2020)[DOI]
  66. Schmidt, R., "Patterns of religion" (2014), Cengage Learning
  67. Seo, Y., "Constructing a typology of luxury brand consumption practices", Journal of Business Research, 99, pp.414~421 (2019)[DOI]
  68. Shah Alam, S., "Is religiosity an important determinant on Muslim consumer behaviour in Malaysia?", Journal of Islamic Marketing, 2(1), pp.83~96 (2011)[DOI]
  69. Shahama, A., "The pursuit of happiness within Islam: A systematic review of two decades of research on religiosity and happiness in Islamic groups", Mental Health, Religion & Culture, 25(7), pp.629~651 (2022)[DOI]
  70. Shalihin, N., "Muslim millennials fashion self-congruity: How the religiosity and spiritual well-being affect?", Cogent Social Sciences, 9(1) (2023)[DOI]
  71. Sirgy, M. J., "Self-concept in consumer behavior: A critical review", Journal of Consumer Research, 9(3), pp.287~300 (1982)[DOI]
  72. Sirgy, M. J., "Using self-congruity and ideal congruity to predict purchase motivation", Journal of Business Research, 13(3), pp.195~206 (1985)[DOI]
  73. Sirgy, M. J., "Assessing the predictive validity of two methods of measuring self-image congruence", Journal of the Academy of Marketing Science, 25(3), pp.229~241 (1997)[DOI]
  74. Sirgy, M. J., "Effect of self-congruity with sponsorship on brand loyalty", Journal of Business Research, 61(10), pp.1091~1097 (2008)[DOI]
  76. Spooky, "Russian company sells religion-themed gold-plated iPhone 7 smartphones", Oddity Central, ~ (2017)
  77. "Global halal market - statistics & facts" (2024)[URL]
  78. Stephenson, M. L., "Deciphering ‘Islamic hospilitalty’: Developments, challenges and opportunities", Tourism Management, 40, pp.155~165 (2014)[DOI]
  79. Teimourpour, B., "The impact of culture on luxury consumption behaviour among Iranian consumers", Journal of Islamic Marketing, 2(3), pp.309~328 (2011)[DOI]
  80. "Luxury adapts to the ‘New Ramadan Rush’" (2023)[URL]
  81. Truong, Y., "Status and conspicuousness – are they related? Strategic marketing implications for luxury brands", Journal of Strategic Marketing, 16(3), pp.189~203 (2008)[DOI]
  82. Tynan, C., "Cocreating value for luxury brands", Journal of Business Research, 63(11), pp.1156~1163 (2010)[DOI]
  83. Vigneron, F., "A review and a conceptual framework of prestige-seeking consumer behaviour", Academy of Marketing Science Review, 1(1), pp.1~15 (1999)
  84. Vigneron, F., "Measuring perceptions of brand luxury", Journal of Brand Management, 11(6), pp.484~506 (2004)[DOI]
  85. Wang, X., "The influence of girlfriend getaway luxury travel experiences on women’s subjective well-being through travel satisfaction: A case study in Macau", Journal of Hospitality & Tourism Management, 55, pp.91~100 (2023)[DOI]
  86. Wiedmann, K. P., "Measuring consumers’ luxury value perception: a cross-cultural framework", Academy of Marketing Science Review, 7(7), pp.333~361 (2007)
  87. Wiedmann, K. P., "Value-based segmentation of luxury consumption behavior", Psychology & Marketing, 26(7), pp.625~651 (2009)[DOI]
  88. Wirtz, J., "Luxury services", Journal of Service Management, 31(4), pp.665~691 (2020)[DOI]
  89. "Muslim population by country 2024" (2024)[URL]
  90. Xie, W., "Money, moral transgressions, and blame", Journal of Consumer Psychology, 24(3), pp.299~306 (2014)[DOI]
  91. Yang, W., "The impact of status seeking on consumers’ word of mouth and product preference—a comparison between luxury hospitality services and luxury goods", Journal of Hospitality & Tourism Research, 41(1), pp.3~22 (2013)[DOI]
  92. Yu, C. -C., "How brand image, country of origin, and self-congruity influence internet users’ purchase intention", Social Behavior and Personality, 41(4), pp.599~611 (2013)[DOI]
  93. "42 hotels recognised as syariah-compliant to attract more Muslims tourists" (2020)[URL]
  94. Zane, D. M., "Do less ethical consumers denigrate more ethical consumers? The effect of willful ignorance on judgments of others", Journal of Consumer Psychology, 26(3), pp.337~349 (2015)[DOI]
  95. Zullig, K. J., "The association between perceived spirituality, religiosity, and life satisfaction: The mediating role of self-rated health", Social Indicators Research, 79(2), pp.255~274 (2006)[DOI]

관련 논문AI추천

Muslim Consumer’s Identification with and Loyalty to Halal BrandMd Mostafizur Rahman, Nak-Hwan Choi한국유통과학회 · 유통과학연구2018 · 제16권 제8호Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumptionIsaac Cheah, Vanessa Quintal한국마케팅과학회 · Journal of Global Fashion Marketing2024 · 제15권 제4호The Impact of Life Satisfaction, Quality Consciousness, and Religiosity on Customer Switching Intention to Halal CosmeticHardius USMAN, Ika Yuni WULANSARI, Nucke Widowati Kusumo PROJO, Thasya FADILLA한국유통과학회 · Asian Journal of Business Environment2021 · 제11권 제3호The strange bedfellows of packaging cues and religiosityBakar Abou, Hashim Noor Hazarina, Khan Hiba, Lee Richard한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2023 · 제33권 제1호Sustainable luxury marketing: A systematic review and agenda for future researchYe Christine한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2025 · 제35권 제4호Religiosity and consumer decision making styles of young Indian Muslim consumersTajamul Islam, Uma Chandrasekaran한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2020 · 제30권 제2호

이 간행물의 다른 논문 (5건)

Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumptionIsaac Cheah, Vanessa Quintalpp. 417-421Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goodsEunjoo Cho, Jihyun Kim-Vickpp. 440-458Do luxury brands have to trade off for sustainability?Thi Huyen Trang Pham, Tien Minh Dinh, Que Chi Le Hoang, Hai Dang Vu Hoang, Thi Khanh Linh Laopp. 459-481Global fashion research evolution (2010–2023): A systematic review of the Journal of Global Fashion Marketing focused on luxury fashionChiara Murgia, Eunju Kopp. 482-503Online impulse purchases versus planned purchases and the role of visual attributesClare D’Souza, Winnie Wong, Nicole El Haber, Anne Renée Brouwer, Outi Niininenpp. 504-522
원문 보기