Customer-Based Islamic Brand Equity (C.B.I.B.E) Pyramid
Keywords:
Customer-Based Brand Equity, C.B.B.E, Islamic Brand Knowledge, Islamic Brand Resonance, Islamic Brand Personality, Islamic Corporate Social Responsibility, ReligiosityAbstract
The study proposes a model for developing Customer-Based Brand Equity (C.B.B.E) of Islamic brand. The Customer-Based Islamic Brand Equity (C.B.I.B.E) pyramid is developed based on the C.B.B.E pyramid and the theory of self-congruity. The study attempts to fill a significant conceptual gap in the area of Islamic branding. It holds both theoretical and practical significance for the development of Islamic brands. The proposed model provides Islamic brand building blocks, i.e., religiosity, Islamic brand knowledge, ICSR, and Islamic brand resonance. It adopts a secondary data analysis and builds on the existing brand management constructs to customize them according to the Muslim consumer market. Up until now, a customized model for the creation of C.B.B.E in Islamic brand has not been developed. Limited research exists within the area of customized brand elements of an Islamic brand. This study attempts to fill in the gap in the area through the proposed model and concepts.
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