Definition of Islamic Brand: A Study From Islamic Conjuction and its Findings

Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies defined Islamic brands are adapted from conventional marketing/brand pivot, social constructionism, and capitalist aspiration. This adaptation is inappropriate to explain from the Islamic point of view. Hence, this article aimed to explore the definition of Islamic brand based on Islamic conjunction. A qualitative approach was employed to gather information for the study through literature review, and interviews with thirty-four (34) Islamic experts. The data analysis used content analysis. The results demonstrate that the definition of Islamic brand should consist of three principals; aqidah, sharia, and akhlak. This research complements the conceptual contribution by adding a new knowledge of definition Islamic brand based on Islamic conjunction. It refers the view of concept bay’ mabrur which are parallel with Islamic is suitable in explaining the meaning of Islamic brand itself. Therefore, this contribution will bring benefit for academic literature and Islamic entrepreneurs as well.