Marketing islámico y las oportunidades del mercado Halal: Una revisión sistemática de la literatura
DOI:
https://doi.org/10.36097/rsan.v0i50.1933Palabras clave:
marketing islámico, mercado halal, comportamiento del consumidor musulmán, sharia.Resumen
El marketing, como muchas otras áreas del conocimiento, ha evolucionado a lo largo del tiempo. Una de las tendencias que ha comenzado a despertar el interés del sector empresarial y académico es el marketing islámico, el cual se caracteriza por una fuerte influencia de la religión (Islam) en el proceso de decisión de compra; además, dicho consumidor solo adquiere productos y servicios permitidos (conocidos como Halal) por respeto a la ley islámica (Sharia). Para la presente revisión sistemática exploratoria se ha realizado una minuciosa búsqueda bibliográfica, centrándose en artículos científicos publicados durante el período 2015-2021 y localizados en bases de datos bibliográficas de alcance mundial (mayormente en Scopus y Web of Science), pudiéndose evidenciar la carencia de investigaciones sobre el tema en lengua española. Luego de lo anteriormente expuesto, se concluyó que el marketing islámico es una tendencia que ha comenzado a despertar el interés de los investigadores; además, las organizaciones deben ser consecuentes con la doctrina islámica si es que pretenden introducirse y posicionarse en dicho mercado.
Citas
Ab Talib, M. S., Md. Sawari, S. S., Abdul Hamid, A. B. y Ai Chin, T. (2016). Emerging Halal food market: an Institutional Theory of Halal certificate implementation. Management Research Review, 39(9), 987-997. https://doi.org/10.1108/MRR-06-2015-0147.
Abdullah, J. B., Hamali, J. H. y Abdullah, F. (2015). Success strategies in islamic marketing mix. International Journal of Business & Society, 16(3), 480-499. https://doi.org/10.33736/ijbs.581.2015.
Abu Daabes, A. (2018). Islamic marketing paradoxes: A way to understand it again…. Journal of Islamic Marketing, 9(2), 329-337. https://doi.org/10.1108/JIMA-12-2016-0106.
Ahmad, N. (2018). Toward advancing debates on islamic marketing: A renewed perspective. Journal of Islamic Marketing, 9(1), 152-166. https://doi.org/10.1108/JIMA-08-2016-0064.
Ahmadova, E. (2017). Islamic marketing: The new rules that transform the way of conducting business. Journal of Suleyman Demirel University Institute of Social Sciences, 29(4), 242-257.
Ahmed, S. y Rahman, H. (2015). The effects of marketing mix on consumer satisfaction: A literature review from islamic perspectives. Turkish Journal of Islamic Economics, 2(1), 17-30. https://doi.org/10.15238/tujise.2015.2.1.17-30.
Ahmed, W., Najmi, A., Faizan, H. M. y Ahmed, S. (2019). Consumer behaviour towards willingness to pay for Halal products: An assessment of demand for Halal certification in a Muslim country. British Food Journal, 121(2), 492-504. https://doi.org/10.1108/BFJ-02-2018-0085.
Alam, M. S. (2017). Pragmatic arguments for belief in the Qur'an. Islamic Studies, 56(1-2), 9-29.
Al-Ansi, A. y Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51-60. https://doi.org/10.1016/j.jdmm.2019.05.007.
Ali, A. y Al-Aali, A. (2015). Marketing and ethics: What islamic ethics have contributed and the challenges ahead. Journal of Business Ethics, 129(4), 833-845. https://doi.org/10.1007/s10551-014-2131-x.
Ali, A., Xiaoling, G., Sherwani, M. y Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715-735. https://doi.org/10.1108/MD-11-2016-0785.
Ali, M. y Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5-6), 559-577. https://doi.org/10.1080/14783363.2015.1100517.
Ali, S., Halim, F. y Ahmad, N. B. (2016). Beauty Premium and Halal Cosmetics Industry. Journal of Marketing Management and Consumer Behavior, 1(4), 52-63.
Aman, A. (2020). Islamic marketing ethics for islamic financial institutions. International Journal of Ethics and Systems, 36(1), 1-11. https://doi.org/10.1108/IJOES-12-2018-0182.
Ashraf, M. A. (2019). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 10(3), 893-910. https://doi.org/10.1108/JIMA-03-2018-0051.
Ashraf, S., Haroon, M., Yaseen, A. y Hasnain, A. (2017). Do they care what they believe? Exploring the impact of religiosity on intention to purchase luxury products. Pakistan Journal of Commerce and Social Sciences, 11(2), 428-447.
Baño, M. M., Silva, B. y Larrochelli, M. A. (2018). Endeudamiento y comportamiento de los consumidores ¿Cómo influye la afiliación religiosa? Universidad y Sociedad, 10(1), 320-325.
Bashir, K. M., Kim, J.-S., Mohibbullah, M., Sohn, J. H. y Choi, J.-S. (2019). Strategies for improving the competitiveness of Korean seafood companies in the overseas Halal food market. Journal of Islamic Marketing, 10(2), 606-632. https://doi.org/10.1108/JIMA-03-2018-0056.
Basrowi, B. y Ronaldo, R. (2019). Analysis of Sharia marketing constraints in Indonesia. Share: Jurnal Ekonomi dan Keuangan Islam, 8(2), 207-237. https://doi.org/10.22373/share.v8i2.5365.
Bukhari, S. F., Woodside, F. M., Hassan, R., Ali, O. M., Hussain, S. y Waqas, R. (2021). Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior: A study in the context of Western imported food. Journal of Islamic Marketing, 12(1), 70-94. https://doi.org/10.1108/JIMA-01-2018-0004.
Dubé, F. N., HaiJuan, Y. y Lijun, H. (2016). Halal certification system as a key determinant of firm internationalisation in the Philippines and Malaysia. Asian Academy of Management Journal, 21(1), 73-88.
El-Bassiouny, N. (2016). Where is “Islamic marketing” heading?: A commentary on Jafari and Sandikci's (2015) “Islamic” consumers, markets, and marketing. Journal of Business Research, 69(2), 569-578. https://doi.org/10.1016/j.jbusres.2015.05.012.
Fares, D. y Noordin, K. (2016). Islamic spirituality, organizational commitment, and organizational citizenship behavior: A proposed conceptual framework. Middle East Journal of Business, 11(2), 28-37. https://doi.org/10.5742/mejb.2015.92769.
Forster, G. y Fenwick, J. (2015). The influence of islamic values on management practice in Morocco. European Management Journal, 33(2), 143-156. https://doi.org/10.1016/j.emj.2014.04.002.
Gradoli, M., de la Orden, M. y Sánchez, P. (2016). Vie d’inclusione dei musulmani in Europa: Marketing Halal e banca islamica. Stato, Chiese e Pluralismo Confessionale, 24, 1-35. https://doi.org/10.13130/1971-8543/7320.
Hamid, A. F. (2015). Spirituality as an integral part of islamic business: The case of Global Ikhwan. Pacific Affairs, 88(2), 173-192. https://doi.org/10.5509/2015882173.
Harahap, S. A., Azmi, M. U. y Arif, A. (2018). Muslim consumer behavior in the Sharia Maqosid perspective. IJTIHAD: Jurnal Hukum dan Ekonomi Islam, 12(2), 119-135. https://doi.org/10.21111/ijtihad.v14i1.4508.
Hassan, Y. y Sengupta, A. (2019). India - An untapped market for Halal products. Journal of Islamic Marketing, 10(3), 981-1002. https://doi.org/10.1108/JIMA-09-2018-0179.
Hossain, M. S., Yahya, S. B. y Kiumarsi, S. (2018). Islamic marketing: bridging the gap between research and practice. Journal of Islamic Marketing, 9(4), 901-912. https://doi.org/10.1108/JIMA-09-2017-0100.
Kadirov, D., Bahiss, I. y Bardakcı, A. (2021). Causality in islamic marketing research: Building consistent theories and stating correct hypotheses. Journal of Islamic Marketing, 12(2), 342-362. https://doi.org/10.1108/JIMA-05-2019-0113.
Karakas, F., Sarigollu, E. y Kavas, M. (2015). Discourses of collective spirituality and Turkish islamic ethics: An inquiry into transcendence, connectedness, and virtuousness in Anatolian tigers. Journal of Business Ethics, 129(4), 811-822. https://doi.org/10.1007/s10551-014-2135-6.
Karlan, D., Osman, A. y Shammout, N. (2021). Increasing financial inclusion in the Muslim world: Evidence from an islamic finance marketing experiment. The World Bank Economic Review, 35(2), 376-397. https://doi.org/10.1093/wber/lhaa010.
Kavas, M., Jarzabkowski, P. y Nigam, A. (2020). Islamic family business: The constitutive role of religion in business. Journal of Business Ethics, 163(4), 689-700. https://doi.org/10.1007/s10551-019-04384-5.
Laluddin, H., Haneef, S. S., Saad, N. M. y Khalid, H. (2019). The scope, opportunities and challenges of Halal industry: Some reflections. International Journal of Economics, Management and Accounting, 27(2), 397-421.
Manchado, R., Tamames, S., López, M., Mohedano, L., D'Agostino, M. y Veiga, J. (2009). Revisiones sistemáticas exploratorias. Medicina y Seguridad del Trabajo, 55(216), 12-19.
Mat, N. K., Sulaiman, Y., Ghani, N. H. y Mohamad, M. (2020). Halal consumption determinants: The mediating role of risk perception and Muslim lifestyle. Malaysian Journal of Consumer and Family Economics, 24, 63-78.
Mohd Suki, N. y Abang Salleh, A. S. (2016). Does Halal image strengthen consumer intention to patronize Halal stores? Some insights from Malaysia. Journal of Islamic Marketing, 7(1), 120-132. https://doi.org/10.1108/JIMA-12-2014-0079.
Mubarok, N. (2017). Strategi pemasaran islami dalam meningkatkan penjualan pada Butik Calista. I-ECONOMICS: A Research Journal on Islamic Economics, 3(1), 73-92.
Muhamad, N., Leong, V. S. y Mizerski, D. (2016). Consumer knowledge and religious rulings on products: Young Muslim consumer’s perspective. Journal of Islamic Marketing, 7(1), 74-94. https://doi.org/10.1108/JIMA-08-2014-0056.
Perdana, F. F., Jan, M. T., Altunişik, R., Jaswir, I. y Kartika, B. (2019). The role of Halal certification on purchase intention towards food products from MENA countries: A SEM study. Journal of Islamic Monetary Economics and Finance, 5(1), 63-88. https://doi.org/10.21098/jimf.v5i1.1048.
Pérez-Huertas, J. L. y Barquín-Rotchford, G. (2020). Doing business in the islamic world: A cultural approach from the Hofstede Model. Journal of the Sociology and Theory of Religion, 9(1), 1-15. https://doi.org/10.24197/jstr.0.2020.1-15.
Pradana, M., Huertas-García, R. y Marimon, F. (2020). Purchase intention of Halal food products in Spain: The moderating effect of religious involvement. International Food Research Journal, 27(4), 735-744.
Ramdania, W. (2020). Etika bisnis Islam pada perilaku pemasaran dan kepuasan konsumen. Asy-Syari'ah, 22(2), 275-290. https://doi.org/10.15575/as.v22i2.8259.
Ratnasari, R. T. (2020). Halal tourism based on value creation. Al-Uqud: Journal of Islamic Economics, 4(2), 268-284. https://doi.org/10.26740/al-uqud.v4n2.p268-284.
Riaz, M. (2016). Islamic marketing ethics and the marketing practices of islamic banks. ISRA International Journal of Islamic Finance, 8(2), 27-49.
Rinallo, D. y Alemany, M. (2019). The marketing and consumption of spirituality and religion. Journal of Management, Spirituality & Religion, 16(1), 1-5. https://doi.org/10.1080/14766086.2019.1555885.
Rosemberg, V. (2016). El estudio del Islam en América Latina: Trabajos académicos (1980-2010). Península, 11(2), 123-141. https://doi.org/10.1016/j.pnsla.2016.08.004.
Sahlan, M. K., Abu-Hussin, M. F. y Hehsan, A. (2019). Market coopetition: Implications of religious identity in creating value added partnership within Halal mart retailers. Journal of Islamic Marketing, 10(2), 465-475. https://doi.org/10.1108/JIMA-04-2017-0046.
Salam, M. T., Muhamad, N. y Leong, V. S. (2019). Measuring religiosity among Muslim consumers: observations and recommendations. Journal of Islamic Marketing, 10(2), 633-652. https://doi.org/10.1108/JIMA-02-2018-0038.
Salas-Canales, H. J. (2020). Marketing ecológico y comportamiento proambiental en estudiantes de un instituto privado de Lima (Perú), 2019. Ciencia UNEMI, 13(34), 94-104. https://doi.org/10.29076/issn.2528-7737vol13iss34.2020pp94-104p.
Salas-Canales, H. J. (2021). Marketing basado en la fe: Conexión entre religión y negocios. ACADEMO, 8(1), 101-108. https://doi.org/10.30545/academo.2021.ene-jun.9.
Saleem, M., Khan, A. y Saleem, M. (2018). Business ethics in Islam. The Dialogue, 13(3), 327-341.
Salindal, N. A. (2019). Halal certification compliance and its effects on companies’ innovative and market performance. Journal of Islamic Marketing, 10(2), 589-605. https://doi.org/10.1108/JIMA-04-2018-0080.
Salindal, N. A., Ahmad, M. I., Abdullah, K. y Ahmad, B. P. (2018). A structural equation model of the Halal certification and its business performance impact on food companies. International Journal of Economics, Management and Accounting, 26(1), 185-206.
Sánchez, P. (2017). Turismo Halal en Perú: ¿Una oportunidad de negocio? Opción, 33(82), 533-549.
Sehhat, S., Mahmoudzadeh, S. M., Ashena, M. y Parsa, S. (2015). Positive psychological capital: The role of islamic work ethics in Tehran public organizations. Iranian Journal of Management Studies, 8(4), 545-566. https://doi.org/10.22059/ijms.2015.55001.
Tahir, M. J. y Wan, H. L. (2018). Will islamic marketing survive in today’s world? Journal of New Business Ideas & Trends, 16(2), 9-17.
Zailani, S., Iranmanesh, M., Jafarzadeh, S. y Foroughi, B. (2020). The influence of Halal orientation strategy on financial performance of halal food firms: Halal culture as a moderator. Journal of Islamic Marketing, 11(1), 31-49. https://doi.org/10.1108/JIMA-01-2018-0023.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Esta obra está bajo una Licencia Creative Commons Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0).
