The “brand” Islamic : Challenges and opportunities for communications

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review

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Detail(s)

Original languageEnglish
Publication statusPublished - Jul 2020

Conference

Title2020 Annual Conference of the International Association for Media and Communication Research (IAMCR 2020)
LocationOnline
Period7 - 12 July 2020

Abstract

This article considers religious branding, in particular, the Islamic “brand” at Islamic University in Uganda (IUIU). In this study, we explore the application of marketing and branding concepts to Islamized products. This study reports on the perceptions of IUIU’s brand and identity. The findings show that the Islamic University in Uganda has a very strong brand equity and high levels of brand loyalty among its members, although conventional marketing language should be avoided due to the sensitivities involved. The findings suggest that IUIU could usefully be regarded as a “brand community,” akin in many key respects to brand communities in the commercial sphere. We connote that IUIU communications could be enhanced by leveraging the brand more effectively as within a true “brand community” for the purpose of encouraging brand loyalty and energizing Islamic community.

Research Area(s)

  • Islam, religious branding, Uganda

Bibliographic Note

Information for this record is supplemented by the author(s) concerned.

Citation Format(s)

The “brand” Islamic : Challenges and opportunities for communications. / Kasadha, Juma; Masood, Muhammad.

2020. Paper presented at 2020 Annual Conference of the International Association for Media and Communication Research (IAMCR 2020).

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review