Purpose: Highlighting the need for a profound move towards desecularisation of Islamic scholarship, this conceptual paper aims to clarify the concept of causality from the Islamic marketing research perspective and extends a number of suggestions for improving theory building and hypothesis...

Purpose: Marketers of beauty products capitalize on consumers’ perception of beauty to enact a price placebo effect through setting high prices to insinuate a superior performing product. Yet, in the context of growing alternative beauty movements emphasizing inner beauty and self-acceptance,...

Perakendecilerin yoğunlaşması pazarlık gücünü büyük ölçüde perakendecilerin lehine çevirmiştir. Bu tür bir rekabet ortamında özellikle dış pazarlarda başarılı olmak isteyen firmaların tek başlarına kendi markalarıyla söz konusu pazarlarda başarıyı yakalaması olası...

Purpose – To examine customers' readiness for mass‐customised products in two European countries, Turkey and the UK. Design/methodology/approach – Examines the demand side of the market and begins to explore whether mass‐customisation can be implemented as an international product...

This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be...