Abstract
| Language | English |
|---|---|
| Title of host publication | Islamic Marketing and Branding |
| Subtitle of host publication | Theory and Practice |
| Editors | TC Melewar, Sharifah Faridah Syed Alwi |
| Place of Publication | London |
| Pages | 50-65 |
| Number of pages | 15 |
| ISBN (Electronic) | 9781315590035 |
| Publication status | Published - Jan 2018 |
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Keywords
- islam
- corporate branding
- corporate image
- corporate reputation
- religion
Cite this
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Islam and the reputational landscape. / Jafari, Aliakbar.
Islamic Marketing and Branding: Theory and Practice. ed. / TC Melewar; Sharifah Faridah Syed Alwi. London, 2018. p. 50-65.Research output: Chapter in Book/Report/Conference proceeding › Chapter
TY - CHAP
T1 - Islam and the reputational landscape
AU - Jafari, Aliakbar
PY - 2018/1
Y1 - 2018/1
N2 - This chapter presents an analysis of the prevailing debates on what constitutes ‘Islamicness’ in contemporary spaces of markets. It argues that in order to build and sustain reputation in highly politicised and symbolised global socioeconomic systems, organisations need to avoid transient identity anxieties and adopt a long-term strategic approach. It highlights: (1) Reputation is socially constructed and is evaluated based on the organisation’s expected behaviours; (2) ‘Islamicness’ is a fluid concept, constantly (re)shaped by multiple actors and ideologies in contemporary spaces of markets; (3) To build and sustain global reputation, corporations should avoid short-term engagements with market-generated fads that are often the outcome of transient identity anxieties; (4) Brand building should be based on a long-term corporate vision that considers the changing landscape of religious perceptions and orientations; and (5) Only and only if the organisation is capable of following the principles of Islam, should it make claims of Islamicness; otherwise, the organisation should ethically follow market rules without associating itself with Islam and the Islamic.
AB - This chapter presents an analysis of the prevailing debates on what constitutes ‘Islamicness’ in contemporary spaces of markets. It argues that in order to build and sustain reputation in highly politicised and symbolised global socioeconomic systems, organisations need to avoid transient identity anxieties and adopt a long-term strategic approach. It highlights: (1) Reputation is socially constructed and is evaluated based on the organisation’s expected behaviours; (2) ‘Islamicness’ is a fluid concept, constantly (re)shaped by multiple actors and ideologies in contemporary spaces of markets; (3) To build and sustain global reputation, corporations should avoid short-term engagements with market-generated fads that are often the outcome of transient identity anxieties; (4) Brand building should be based on a long-term corporate vision that considers the changing landscape of religious perceptions and orientations; and (5) Only and only if the organisation is capable of following the principles of Islam, should it make claims of Islamicness; otherwise, the organisation should ethically follow market rules without associating itself with Islam and the Islamic.
KW - islam
KW - corporate branding
KW - corporate image
KW - corporate reputation
KW - religion
UR - https://www.routledge.com/Islamic-Marketing-and-Branding-Theory-and-Practice/Melewar-Alwi/p/book/9781472440969
M3 - Chapter
SN - 9781472440969
SP - 50
EP - 65
BT - Islamic Marketing and Branding
A2 - Melewar, TC
A2 - Syed Alwi, Sharifah Faridah
CY - London
ER -