Bukha i, Syeda Nazish Zah a; Syed Asim Ali Bukha i; Salmi Mohd Isa; Goh Yen Nee;
A i , Muhammad
A icle
Islamic b anding and b and esonance: A mul i-g oup
analysis o Malaysia & Pakis an
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Bukha i, Syeda Nazish Zah a; Syed Asim Ali Bukha i; Salmi Mohd Isa; Goh Yen
Nee; A i , Muhammad (2025) : Islamic b anding and b and esonance: A mul i-g oup analysis o
Malaysia & Pakis an, Pakis an Jou nal o Comme ce and Social Sciences (PJCSS), ISSN 2309-8619,
Joha Educa ion Socie y, Pakis an (JESPK), Laho e, Vol. 19, Iss. 2, pp. 226-248
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Pakis an Jou nal o Comme ce and Social Sciences
2025, Vol. 19(2), 226-248
Pak J Comme Soc Sci
Islamic B anding and B and Resonance:
A Mul i-G oup Analysis o Malaysia & Pakis an
Syeda Nazish Zah a Bukha i (Co esponding Au ho )
Ins i u e o Business & In o ma ion Technology, Uni e si y o he Punjab, Laho e, Pakis an
Email: nazish.zeh a@ibi pu.edu.pk
Syed Asim Ali Bukha i
Head – ESG Uni , The Bank o Punjab, Laho e, Pakis an
Salmi Mohd Isa, Goh Yen Nee
G adua e School o Business, Uni e si i Sains Malaysia, Malaysia
Muhammad A i
Go . Sadiq G adua e College o Comme ce, Bahawalpu , Pakis an
A icle His o y
Recei ed: 04 Ap 2025
Re ised: 14 June 2025
Accep ed: 18 June 2025
Published: 30 June 2025
Abs ac
The s udy examines he unde lying he e ogenei y wi hin he global Muslim consume
ma ke in connec ion wi h Islamic b anding and i s impac on he b and esonance o an
Islamic b and. This compa a i e s udy empi ically examines he di e ences exis ing wi hin
he Muslim consume in Malaysia and Pakis an wi h espec o he in luence o eligiosi y,
Islamic b and knowledge and Islamic co po a e social esponsibili y (ICSR) on Islamic
b anding pe cep ions and i s subsequen impac on he b and esonance o an Islamic b and.
This s udy uses he Pa ial Leas Squa es - S uc u al Equa ion Modeling (PLS-SEM)
analysis in which he cons uc s sco es a e calcula ed acco ding o a composi e algo i hm.
The Measu emen In a iance o Composi e Models (MICOM) was applied be o e
conduc ing Mul i-G oup Analysis (MGA) in PLS-SEM. The MICOM p ocedu e consis ed
o h ee s eps, including measu emen o con igu al in a iance, measu emen o
composi ional in a iance, and assessmen o he equali y o a composi e’s mean alue and
a iance ac oss g oups. The s udy e eals signi ican di e ences be ween he wo Muslim
consume ma ke s in e ms o Islamic b anding an eceden s and he in luence o his
b anding ideology on b and esonance o an Islamic b and. I can p o ide aluable insigh s
o b and manage s a ge ing he global Muslim consume s and policymake s. Cu en ly,
limi ed s udies ha e applied he PLS-SEM, MGA echnique h ough MICOM analysis.
Keywo ds: B anding, Islamic b and knowledge, b and esonance, Islamic co po a e social
esponsibili y, eligiosi y, mul i-g oup analysis.
Bukha i e al
227
1. In oduc ion
Wi h he ad ancemen s in he ield o b and managemen , ma ke e s ha e ealized ha
ul ima ely, he powe o a b and lies in he minds o consume s. To build a s ong b and,
he igh knowledge s uc u es had o exis in he minds o he consume s. In he hea o
all his b anding e olu ion was he consume . Ma ke e s ealized ha i he b and held no
alue o meaning o he consume , i would be o no alue o any o he o he s akeholde s
(Cheng, Tung, Yang, & Chiang, 2019). B ands a e de eloped and exis in he consume 's
mind and inculca e all he eelings and emo ions ha he consume associa es wi h he
o e ing (Ko le e al., 2017). Due o he mul i old bene i s o c ea ing b ands cus omized
acco ding o a ious a ge ma ke s (Cha zipanagio oua e al., 2016). A as eposi o y o
concep s, a iables, and cons uc s in he ield o b anding has been de eloped (Velou sou
& Guzmán, 2017). This led o a much wide and deepe unde s anding and implemen a ion
o b anding. B ands e ol ed o become mul i-dimensional and mul i- unc ional en i ies
(MacInnis & Folkes, 2017; Sa mad & Ali, 2023).
Consume s ha e been de ined as he co-c ea o s o b ands. In addi ion o hei b and
pe cep ions, consume s also ha e he powe o in luence b and- ela ed pe cep ions o o he
consume s (F ance e al., 2015). The Muslim consume ma ke has eme ged as a subs an ial
a ge ma ke o b ands due o i s inc easing size and pu chasing powe . A la ge numbe
o global b ands a e a ge ing Muslim consume s h ough a ious p oduc and se ice
o e ings. The inc easing a ac i eness o his consume ma ke has accele a ed bo h
academic and o ganiza ional in e es in his segmen (I anmanesh e al., 2020). Compa ed
o o he consume segmen s, he Muslim consume s ha e dis inc cha ac e is ics
conce ning hei consump ion beha io s and he alues and p inciples guiding hei
consump ion beha io . All he ac s o a Muslim consume a e ancho ed in his/he eligious
belie s and alues, making Islam he basic p emise o hei consump ion beha io . Muslim
consume s do no use b ands ha hey pe cei e o be agains Islamic p inciples and alues.
B ands depic ing cong uence o Islamic alues will be a o ed by he Muslim consume s
(Za a e al., 2024).
The long- e m success o any b and is dependen on he c ea ion o b and esonance. B and
esonance e e s o he emo ional a achmen and sense o communi y de eloped be ween
he b and and he consume . The p oblem add essed in his esea ch is he lack o b and
esonance in he b ands a ge ing Muslim consume s (Rau e al., 2020). Pas esea ch and
a ious inciden s ha e e ealed ha Muslim consume s do no eel a sel -b and a achmen ,
which igge s an i-consump ion beha io when hey pe cei e he b and o be agains hei
eligious alues and belie s. Nume ous boyco s by Muslim consume s all a ound he wo ld
ha e cos a ious global b ands a signi ican amoun o mone a y losses as well as damage
o b and equi y. He e ogeneous consume ma ke s need cus omized b anding s a egy
(Sungnoi & Soon honsmai, 2024). The C.B.B.E py amid o b and de elopmen explains
ha o c ea e b and esonance, a b and should i s de elop b and salience ollowed by
Islamic B anding and B and Resonance
228
b and meaning and a e wa ds b and esponse based on he ea lie de eloped s a egies.
Wi hou he de elopmen o hese b and-building blocks, he b ands a ge ing Muslim
consume s canno gene a e b and esonance (Kalliny e al., 2018).
The s udy is a compa a i e s udy conduc ed in Malaysia and Pakis an. The eason o he
selec ion o hese wo coun ies is hei s ong po en ial o he de elopmen o Islamic
b anding, bu opposi e s a us in he cu en global halal ade ma ke . Malaysia is
conside ed he wo ld leade in he de elopmen o halal s anda ds and halal expo s,
whe eas Pakis an is unde pe o ming in he global halal ade ma ke due o a weak
egula o y amewo k o Islamic b anding and low awa eness o Islamic b anding among
he s akeholde s. The s udy ul ills he gaps in he ield o Islamic b anding by p o iding
a ious heo e ical, me hodological, and p ac ical con ibu ions. The indings o he s udy
can p o e bene icial o bo h he b and manage s and he policymake s in a ious Muslim
coun ies. The obse ed he e ogenei y in he esea ch indings p o ides a basis o
cus omiza ion in Islamic b anding o di e en Muslim consume ma ke s. This s udy can
p o e bene icial o expanding he global halal ma ke and inc easing halal expo s o
Muslim coun ies h ough he de elopmen o Islamic b anding. Islamic b anding is he
key o he de elopmen o a long- e m ela ionship be ween b ands and Muslim consume s.
2. Li e a u e Re iew
Wi h ime, he Muslim consume ma ke s ha e eme ged as a he e ogeneous a ge ma ke
o global b ands. Fo Muslims, all o hei belie s and ac ions a e ei he pleasing o
displeasing o Allah (God). Thus, hey a e e y ca e ul abou hei consump ion beha io .
This g ea e in e -connec i i y o eligion wi h all aspec s o hei li e makes Muslim
consume s a complex consume ma ke o he b ands (Ga g & Joshi, 2018; Samidi e al.,
2016). Resea ch e eals a ying consume a i udes and beha io due o a ying le els o
Islamic eligious in ensi y. Consume s’ coun y-o -o igin and pe cen age o Muslim
popula ion ha e been s udied as some o he basic p edic o s o Islamic eligious in ensi y
in a numbe o s udies (Hosseini, Mi zaei, & I anmanesh, 2019; Jumani & Sukhabo , 2020;
Memon, Memon, Pi a i, & Panhwa , 2020).
The global Muslim consume s a e simila based on hei consump ion decisions ha a e
shaped by hei eligious code o li e. They also ha e a simila li es yle and die a y
equi emen s and a e bound oge he by a sense o communi y, wel a e, and oneness
because o hei eligion (Flo en e al., 2019; Yunus e al., 2010). This c ea es homogenei y
wi hin he Muslim consume ma ke s in e ms o wha hey deem pe missible o non-
pe missible consump ion ac oss a ious indus ies. Bu his homogenei y does no mean
ha b and manage s can apply he same b anding s a egy o Muslim consume s all o e
he wo ld (Abuznaid, 2020). Di e si y exis s wi hin he consump ion beha io s o he
Muslim consume ma ke s due o di e se geog aphic loca ions, di e en languages,
a ying cul u es, di e en le els o eligiosi y, and demog aphic p o iles (Tempo al,
2011). This c ea es he need o he de elopmen o cus omized Islamic b anding elemen s,
esul ing in he o ma ion o b and esonance o he Islamic b and (Bukha i & Isa, 2019;
Bukha i e al
229
Pasha e al., 2019). Resea ch has e ealed ha no ma e how aluable a b and, i is ne e
comple ely immune o compe i i e a ack and nega i e publici y (Ismail e al., 2016). This
ulne abili y o b ands owa ds ex e nal h ea s and a ious uncon ollable nega i e e en s
has caused businesses o in es mo e p oac i ely in building a b and’s epu a ion, goodwill,
and a sense o oneness wi h he conce ned a ge ma ke and socie y a la ge (Amin-
Chaudh y, 2016). B ands s a ed looking o di e se business s a egies o achie e b and
esonance among he a ge ma ke , including CSR (Teck, Ayadu ai, & Chua, 2019).
2.1 Islamic B anding
Islam is a s ong b and in i sel wi h s ong, a o able, and unique b and associa ions in he
minds o i s ollowe s, i.e., he Muslims (Al-Hajla e al., 2018). When a b and associa es
i sel wi h Islam, i le e ages he seconda y associa ions o he eligion and uses hem o
inc ease i s b and equi y in he minds o he Muslim consume . This p ocess o connec ing
Islamic associa ions wi h each aspec o a b and’s li e cycle, om p e-consump ion o pos -
consump ion and du ing all he elemen s o he b and’s ma ke ing mix, is he basis o
Islamic b anding. Islam is deeply connec ed wi h e e y aspec o i s ollowe s’ li es. Fo
his eason, a b and may bo ow all he associa ions o Islam in he Muslim consume 's
mind and le e age i as an Islamic b and’s associa ions (Bukha i & Isa, 2021; Samidi e
al., 2016; Tempo al, 2011). Due o he g owing Muslim consume ma ke s, b ands a e
ying o de elop Islamic b anding s a egies o he Muslim consume s in di e en pa s
o he wo ld (Bu e al., 2017; Flo en e al., 2019; Jumani & Sukhabo , 2020; Suha an o
e al., 2020).
The p esence o Islamic b anding elemen s, such as he halal logo, esul s in inc easing
Muslim consume s' epu chase in en ion and posi i e wo d-o -mou h abou an Islamic
b and (Za a e al., 2025). The p esence o b and elemen s in a b and ha connec s a
Muslim o he wide communi y and makes him eel like a de o ed ollowe o his eligion
will inc ease his/he emo ional a achmen o he b and (Alse han, 2010a; Izbe k-Bilgin &
Naka a, 2016; Wilson & Liu, 2011; Yuso & Jusoh, 2014). Resea ch shows ha i wo
b ands ha e he same a ibu es, Muslim consume s will p e e he b ands ha ha e Islamic
b anding elemen s. Islamic b anding elemen s a e inculca ed by b ands because hey
inc ease he b and’s goodwill, ma ke sha e, and ul ima ely he b and's esonance. When a
Muslim consume pe cei es he b and o be consis en wi h simila eligious associa ions,
he b and esonance o ha pa icula b and inc eases in his mind (Aziz & Chok, 2013;
Bu e al., 2017; Khan e al., 2019).
2.2 Theo y o Sel -cong ui y
The heo y o sel -cong ui y examines he consume ’s iden i ica ion wi h he b and. The
b and pe sonali y is e alua ed posi i ely by a consume i i ma ches his/he sel -image. I
is based on he assump ion ha pe cei ed cong ui y be ween he consume and he b and
in luences he consume ’s p e-pu chase and pos -pu chase beha io . I also has a p o ound
Islamic B anding and B and Resonance
230
e ec on he consume ’s beha io al and a i udinal a achmen owa ds he b and (F ías‐
Jamilena e al., 2019; Si gy, 2018; Willems & B engman, 2019). Islamic b anding should
c ea e cong uence be ween he Muslim consume ’s sel -concep and Islam’s unc ional,
hedonic, and symbolic associa ions ega ding ha p oduc ca ego y. Islamic b ands should
be de eloped o achie e b and-consume cong uence h ough Islamic b anding. Thus, he
b and elemen s equi ed o an Islamic b and will be di e en om hose equi ed o
con en ional b ands. Islamic b anding equi es s a egies ha se e as an eceden s o he
o ma ion o Islamic b and esonance. The Islamic b anding an eceden s pe cei ed as
impo an o he de elopmen o an Islamic b and by Muslim consume s esul in he
c ea ion o an Islamic b and wi h b and esonance. This s udy p oposes Religiosi y, B and
Knowledge, and Islamic Co po a e Social Responsibili y (ICSR) as he an eceden s o he
building blocks o Islamic b anding.
2.3 Islamic B anding and B and Resonance
This s udy p oposes ha i a Muslim consume pe cei es highe impo ance o Islamic
b anding, he/she will ha e a g ea e le el o b and esonance o an Islamic b and. Va ying
pe cep ions o Islamic b anding may esul in a ying b and esonance o Islamic b ands.
P e ious esea ch has suppo ed ha consume s’ in ol emen wi h a b and is posi i ely
ela ed o b and a ec ion and b and engagemen (Algha aba e al., 2020). Based upon he
abo e discussion, i can be in e ed ha he b and esonance wi hin he minds o di e en
consume s may a y based upon he s eng h o he b and-sel cong ui y pe cei ed by he
consume s. Resea ch has shown a posi i e ela ionship be ween emo ional a achmen and
b and esonance, bu he s eng h o he ela ionship may a y among di e en consume s.
The pe cei ed impo ance o a ious b and elemen s can also in luence he le el o b and
esonance (Boa eng e al., 2020; Dwi edi e al., 2018; Japu a e al., 2019; Muhamed e al.,
2015). Thus, di e en Muslim consume segmen s may depic a a ying ela ionship
be ween Islamic b anding and he b and esonance o Islamic b ands. The discussion leads
o he de elopmen o he ollowing compa a i e hypo hesis:
➢ H1 The e is a signi ican di e ence be ween he in luence o Islamic b anding on
he b and esonance o Islamic b ands in Malaysia and Pakis an.
2.4 Islamic B anding and Religiosi y
Islamic b anding is based on eligion and has a s ong connec ion wi h he eligiosi y
exis ing wi hin he Muslim consume ma ke . High eligious in ensi y ac s as a p edic o
o Muslim consume s’ p e e ence o halal p oduc s and he impo ance gi en o halal
logos and symbols. Muslim consume s wi h a high le el o eligious commi men will
place high impo ance on Islamic b anding. Highly eligious Muslim consume s end o
ha e a g ea e posi i e a i ude owa ds halal p oduc s and se ices (Ahmado a & Aliye ,
2019; Al-Hajla e al., 2018; Bu e al., 2017). They ha e g ea e connec i i y wi h hei
eligion and a e mo e sensi i e owa ds a ious aspec s o Islamic b anding, such as halal
anspo a ion and s o age, and halal labels (I anmanesh e al., 2020b; Islam &
Chand aseka an, 2020; Maison e al., 2019). Muslims ac oss he globe a y in e ms o
Bukha i e al
231
eligiosi y (Tempo al, 2011). The magni ude o he eligion’s impac a ies om one
Muslim o ano he all o e he wo ld. Muslims canno be ca ego ized as expe iencing he
same le el o eligious in luence. I is he le el o eligiosi y a he han being a ollowe
o ha eligion ha in luences a Muslim consume ’s decision-making (Abuznaid, 2020).
Consume s wi h di e en le els o eligiosi y comp ehend and eac owa ds a ious
eligious b and associa ions di e en ly (Anam e al., 2018; Liu & Min on, 2018). Islamic
b anding will be mo e impo an o Muslim consume s who ha e a high le el o eligiosi y
as opposed o hose consume s who do no ha e a s ong eligious in ensi y (Flo en e al.,
2019). This leads o he de elopmen o he ollowing compa a i e hypo hesis:
➢ H2 The e is a signi ican di e ence be ween he in luence o eligiosi y on Islamic
b anding in Malaysia and Pakis an.
2.5 Islamic B anding and B and Knowledge
The key o c ea ing success ul b ands lies in he c ea ion and ep esen a ion o he desi ed
b and knowledge (Kelle , 2003). A b and can' achie e b and esonance wi hou c ea ing
and es ablishing he app op ia e knowledge s uc u es in he consume ’s mind (Kelle ,
2016). Islamic b anding is based on le e aging eligious b and associa ions o o m
seconda y associa ions o he Islamic b and. I consume s do no ha e su icien
knowledge abou Islamic p inciples ele an o he p oduc ca ego y, hen a b and will no
bene i om le e aging seconda y b and associa ions o Islam (Bukha i & Bukha i, 2025).
B and knowledge abou Islamic b anding includes he awa eness o Islamic eachings
ela ing o he law ul and p ohibi ed consump ion habi s. I in luences he Muslim
consume ’s consciousness in consuming p oduc s p oduced and deli e ed h ough
pe missible p ac ices. The halal knowledge o Muslim consume s has a posi i e in luence
on hei pu chase decisions (Ha ani e al., 2020; Muslichah e al., 2019; Pasha e al., 2019).
The p esence o g ea e awa eness and knowledge abou a ious halal issues makes he
Muslim consume s mo e sensi i e owa ds he Sha iah compliance by b ands. Muslim
consume s who had p io knowledge o a b and’s eligious guidelines we e mo e sensi i e
owa ds he p esence o hose equi emen s in he b ands hey consume (Jaiyeoba e al.,
2019; Suna yo, 2018). The ollowing compa a i e hypo hesis is p oposed.
➢ H3 The e is a signi ican di e ence be ween he in luence o b and knowledge on
Islamic b anding in Malaysia and Pakis an.
2.6 Islamic B anding and Islamic Co po a e Social Responsibili y (ICSR)
Islamic b anding has a di ec connec ion wi h eligiosi y; he inc ease in he demand o
Islamic b ands has also inc eased he esea che s' ocus on ICSR (Al akh i e al., 2018b).
The concep o ICSR in eg a es he consume ’s spi i uali y and eligiosi y in o his/he
b and expec a ions (Alshamma y, 2014; S. A. A. Bukha i e al., 2020c). Islam equi es
simila p inciples o esponsibili y and accoun abili y o be ollowed by bo h o ganiza ions
and indi iduals. Fo his eason, Muslim consume s expec he b ands hey consume o
Islamic B anding and B and Resonance
232
adop ICSR p ac ices (Issalih e al., 2015). Muslim consume s, who hold high ICSR
expec a ions om he b ands hey consume, conside he b and’s Sha iah compliance and
God-consciousness b and associa ions as impo an o he pu chase decision (Maulan e al.,
2016). Consume s, who a e mo e knowledgeable abou ICSR p ac ices, pe cei e g ea e
impo ance o ICSR as an an eceden o an accep able business ideology (S. A. A. Bukha i
e al., 2020a; Da us e al., 2015). I is p oposed ha Muslim consume s’ pe cep ion abou
he impo ance o ICSR p ac ices will be ansla ed in o his/he pe cep ion o Islamic
b anding. Di e en g oups o Muslim consume s may ha e a ying ICSR pe cep ions.
➢ H4 The e is a signi ican di e ence be ween he in luence o ICSR on Islamic
b anding in Malaysia and Pakis an.
The concep ual amewo k o he s udy is p esen ed in Figu e 1.
Figu e 1: Resea ch F amewo k
3. Me hodology
In iew o he he e ogenei y exis ing wi hin he Muslim consume s esiding in di e en
pa s o he wo ld, his s udy conduc s a compa a i e analysis o examine he an eceden s
o Islamic b anding in Malaysia and Pakis an. Malaysia is a mul i- acial coun y wi h
app oxima ely. 61% Muslim, and Pakis an is a Muslim majo i y coun y wi h
app oxima ely. 96% Muslim popula ion (CIA, 2020). The Muslim consume s in bo h
coun ies display high le els o eligious sensi i i y, bu a ying deg ee o knowledge
exis s conce ning Islamic b anding in he wo consume ma ke s. Malaysia is he cu en
leade and pionee in he de elopmen o he global halal economy. The a ious a eas o
Islamic b anding, such as halal ce i ica ion, a e egula ed by he coun y’s go e nmen
(Tieman & Ghazali, 2014). In con as , Pakis an has a signi ican un apped Islamic
b anding po en ial bu su e s om low s akeholde knowledge and insu icien egula o y
mechanisms o he de elopmen o he coun y’s halal economy (Ahmad, 2019; Qu eshi,
Bukha i e al
233
2017). A compa a i e s udy be ween he wo coun ies aimed o highligh he he e ogenei y
wi hin he Muslim consume ma ke s and iden i y he implici homogenei y.
The s udy applied pu posi e sampling unde he non-p obabili y sampling echnique. The
sample was collec ed om h ee ci ies in Malaysia, i.e. Kuala Lumpu , Geo ge Town, and
Joho Bah u and h ee ci ies in Pakis an, i.e. Ka achi, Islamabad, and Laho e. The ci ies
we e selec ed based on ha ing he highes GDP (G oss Domes ic P oduc ) pe Capi a in
he espec i e coun y. The c i e ion o high GDP was applied because high GDP is an
indica o o he high le el o economic ac i i y and pu chasing powe o he consume s in
ha a ea. The uni o analysis was indi idual, i.e. Muslim consume o halal p oduc s. A
o al sample o 649 was collec ed h ough sel -adminis e ed ques ionnai es, 326 om
Malaysia and 323 om Pakis an. Quan i a i e esea ch me hodology was used in his
s udy. This esea ch me hodology is in cong uence wi h he deduc i e app oach o
esea ch. Quan i a i e me hodology assis s in he objec i e and deduc i e easoning o
assump ions and gene alizes he indings. Fu he mo e, he s udy adop ed he su ey
me hod o collec da a om he sampling ame. The su ey me hod is conside ed he bes
op ion a ailable in social science esea ch when di ec obse a ion is almos impossible
because o he la ge popula ion (Babbie, 2016). The Mul i-G oup Analysis (MGA) es
was pe o med o es i p e-de ined da a g oups ha e signi ican di e ences in hei g oup-
speci ic pa ame e es ima es. The Measu emen In a iance o Composi e Models
(MICOM) was conduc ed as a p econdi ion o MGA. Pe mu a ion analysis was conduc ed
o analyze whe he he model has pa ial o ull measu emen in a iance (Mu shid e al.,
2023). Once he MICOM was passed, compa a i e hypo heses we e assessed using he
Hensele ’s MGA, Pe mu a ion es , and he Welch-Sa e hwai es . The esul s o he
MGA we e u he explained h ough he ² and q² alues calcula ed in he measu emen
and s uc u al model analysis.
4. Da a Analysis and Resul s
The da a analysis echnique o Pa ial Leas Squa e-S uc u al Equa ion Modeling (PLS-
SEM) was used in he s udy. Da a analysis was conduc ed h ough Sma PLS (Ringle e
al., 2024) and IBM SPSS. I consis ed o h ee s eps, i.e. measu emen model analysis and
Mul i-G oup Analysis (MGA).
4.1 Measu emen Model Analysis
The esea ch model in his s udy was a e lec i e measu emen model consis ing o
e lec i e measu emen i ems. Measu emen model analysis was conduc ed on he da a
h ough assessing con e gen alidi y, in e nal consis ency eliabili y, and disc iminan
alidi y. The esul s a e shown in Tables I & II, showing he esul s o measu emen model
analysis on h ee da a se s, i.e. da a collec ed om Malaysia (326), da a collec ed om
Pakis an (323) and combined da a om bo h Malaysia and Pakis an (649). Analysis was
un on all h ee da a se s o ensu e measu emen i ems and cons uc s’ eliabili y and
alidi y o he nex analysis s eps. The esul s displayed in Table 1 show alues be ween
Islamic B anding and B and Resonance
240
he e ogenei y be ween Muslims esiding in coun ies wi h a ying pe cen ages o Muslim
popula ion has been obse ed. Bo h Pakis an and Malaysia a e Muslim majo i y coun ies,
bu unlike Pakis an, Malaysia has a subs an ial ep esen a ion o o he eligious g oups in
i s o al popula ion. The di e ence in he e ec o Islamic b anding on he b and esonance
in di e en coun ies is explained by he a ying le el o b and-sel connec ion among he
Muslim consume s. High eligious sensi i i y inc eases he impo ance o Islamic b anding
in he minds o Muslim consume s. This, in u n, causes hem o be mo e emo ionally
a ached o Islamic b ands. The lesse impac o Islamic b anding on he b and esonance
in Pakis an is explained by he lack o knowledge among Muslim consume s ega ding
Islamic b anding. A a ia ion in he ICSR pe cep ions and impo ance o Islamic b anding
e eals ha ICSR can be used as a b and-building s a egy in some Muslim consume
ma ke s like Pakis an. This suppo s he need o a cus omized b anding s a egy, i.e.,
Islamic b anding o he global Muslim consume ma ke s. The p oposed an eceden s
p o e he s ong connec ions be ween he Islamic b and building blocks and Islamic
p inciples and alues.
5.2 Implica ions o he S udy
This s udy has signi ican heo e ical, me hodological, and p ac ical implica ions. The
esea ch amewo k explo es he use o Islamic b anding as a ool o inc easing he b and
esonance o an Islamic b and based on he Theo y o sel -cong ui y. This heo e ical
ounda ion has no been ex ensi ely applied in he a ea o b and cus omiza ion o Muslim
consume s. The de elopmen o b and esonance has been s a ed as a b anding s a egy o
p omo ing posi i e consume beha io as well as minimizing o elimina ing an i-
consump ion beha io agains he b and. The esea ch examines he b and building blocks
o Islamic b anding and p o es he need o cus omiza ion o b anding s a egy acco ding
o he di e ences exis ing in he consume ma ke s. Resul s o MGA show ha he same
b anding s a egy canno be applied o wo g oups o Muslim consume s wi h a ying
le els o he Muslim popula ion. The b and manage should de elop he Islamic b anding
s a egy acco ding o he le el o eligiosi y, b and knowledge, and ICSR expec a ions o
he Muslim consume ma ke . The s udy can also ha e signi ican egula o y and policy
implica ions o he global Islamic consume ma ke s in di e en coun ies. Malaysia and
Pakis an consume ma ke s di e signi ican ly based on he ad ancemen in he egula o y
and policy amewo k o Islamic b anding. This di e ence is ha he egula o y and policy
s uc u e o he wo coun ies was also mi o ed in he indings o he s udy, which e eals
a s onge Islamic b anding in luence on b and esonance in Malaysia as compa ed o
Pakis an. A s onge Islamic b anding policy amewo k in Malaysia also c ea ed a g ea e
in luence o b and knowledge on Muslim consume s’ Islamic b anding pe cep ions in
Malaysia. Thus, he s udy highligh s he impo ance o he o ma ion o egula ion and
sec o -speci ic guidelines o he de elopmen o a ious Islamic b anding elemen s by he
coun y’s go e nmen . S onge egula ions o he de elopmen o Islamic b anding will
c ea e g ea e consume knowledge and esul in he c ea ion o Islamic b ands ha ing high
b and esonance. The esea ch amewo k can also bene i he go e nmen s o he Muslim
Bukha i e al
241
coun ies as hey can cap u e he halal expo ma ke s h ough he de elopmen o Islamic
b ands ha ha e a high le el o b and esonance. Despi e he la ge po en ial, Pakis an has
a minimal sha e in he a ious global halal indus ies. Th ough he de elopmen o Islamic
b anding, he coun y can p oduce local Islamic b ands ha can cap u e he luc a i e halal
expo ma ke s. The s udy holds impo an implica ions o b and manage s by p o iding
hem wi h a cus omized b and-building amewo k o di e en Muslim consume
ma ke s.
5.3 Limi a ions and Fu u e Resea ch
The s udy was conduc ed in selec ed ci ies o bo h coun ies due o ime and inancial
cons ain s. I is cu en ly empi ically examining a limi ed numbe o Islamic b anding
an eceden s, which may be expanded in u u e esea ch. This s udy p o ides many a enues
o u u e esea ch in he a ea o Islamic b anding. The esea ch amewo k can be applied
o o he Muslim mino i ies, Muslim majo i ies, o mul i- acial coun ies o gauge he
e ec i eness o he p oposed an eceden s and Islamic b anding in c ea ing b and
esonance. The esea ch amewo k can be applied o a ious Islamic b ands o examine,
modi y o de elop Islamic b anding s a egies. Fu he mo e, he b and esonance o Islamic
b ands can be examined h ough he esea ch amewo k. The s udy can be ex ended by
he applica ion o he amewo k on a ious halal p oduc s o se ice indus ies.
Compa a i e s udies can be done on he exis ing amewo k by unning MGA on a ious
demog aphic bases o be ween con en ional and Islamic b ands.
Resea ch Funding
The au ho s ecei ed no esea ch g an o unds o his esea ch s udy.
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