THE CONCEPT OF HALAL IN VISUAL ART MARKETING STRATEGY: A RESEARCH MODEL DEVELOPMENT
Abstract
Visual art marketing strategy is a crucial aspect to be taken into consideration in order to ensure the continuous development of visual art field. It assists visual art practitioners to keep being productive in their efforts to come out with more art pieces to be sold. A few previous researches featured several marketing strategies for visual arts: nevertheless, there is no attempt to look at visual art marketing from the perspective of Islamic shariah. With uncertainties looming on visual art’s place in marketing world, the researchers recognize the need to study the concept of Islamic shariah in visual art marketing strategies. Based on this identified research gap, this study aims to produce a model that is related to the Islamic shariah concept regarding visual art marketing strategies. As a result, the discussion on the model involves several aspects namely: 1) product; 2) production process; 3) market place; 4) retailer / collectors; and 5) transactions. Recommendation for future research direction in this area is a more comprehensive study on Islamic marketing strategies in visual art.
Keywords
References
- Al-Bakri, Z.M. (2014). Maqasid Al-Syariah: Satu Pengenalan Umum. Negeri Sembilan: Pustaka Cahaya Kasturi Sdn. Bhd. Alserhan, B.A. (2010). Islamic branding: A conceptualization of related terms. Brand Management, 18(1), 34-49. Christie, R. (1998). “Marketing strategies for visual artists”, Canadian Artists Representation / Le Front Des Artistes Canadiens CARFAC Advisory Notes, retrieved on Dec 25, 2018 from https://carfac.sk.ca/assets/advisorynotes62.pdf Halal Malaysia Official Portal, (n.d). Definition of Halal, retrieved on Feb 12, 2019 from http://www.halal.gov.my/v4/index.php?data=bW9kdWxlcy9uZXdzOzs7Ow==&utama=panduan&ids=gp1 Hussain, A.A. (2012). Manhaj Ilmu Fiqah & Usul Fiqah. Kuala Lumpur: Telaga Biru Sdn. Bhd. Jafari, A. (2012). "Islamic marketing: insights from a critical perspective", Journal of Islamic Marketing, Vol. 3 Issue: 1, pp.22-34, https://doi.org/10.1108/17590831211206563 Lee, J.W., & Lee, S.H. (2017). “Marketing from the art world: a critical review of American research in arts marketing”, Journal of Arts Management, Law, and Society, Vol. 47, Issue 1, http://dx.doi.org/10.1080/10632921.2016.1274698 Nurhayati, I. K., Suganda, D., Bajari, A., & Kurniasih, N. (2017). Metadiscourse markers in indonesian halal cosmetics advertising: A multimodal analysis. Advanced Science Letters, 23(5), 4487-4491. doi:10.1166/asl.2017.8960 Ocvirk, O.G., Stinson, R.E., Wigg, P.R., Bone, R.O., & Cayton, D.L. (2006). Art Fundamentals: Theory and Practice, Tenth Edition, McGraw-Hill: New York. Papavasiliou, E. (2011). “What’s your brand? A marketing strategy for artists”, Visual Arts Voice, CARFAC British Columbia, Vol. 14 Winter 2011, pp. 9-10, retrieved on Jan 4, 2019 from http://www.carfacbc.org/wp-content/uploads/2010/09/CARFAC-Newsletter-11Feb11final-col.pdf Preece, C., Kerrigan, F., & O’Reilly, D. (2016). "Framing the work: the composition of value in the visual arts", European Journal of Marketing, Vol. 50 Issue: 7/8, pp.1377-1398, https://doi.org/10.1108/EJM-12-2014-0756 Ramli, I., Mokhtar, M., Zain, D.H.M., Osman, M.R., Masrek, M.N., Gani, M.A.A.A., & Zamri, Z.M. (2018). “Existing Islamic Fatwa’s and Guidelines Pertaining to the Usage of Subject and Style in Visual Art: the Literature Discussion and Research Gap Identification”, International Journal of Engineering and Technology, Vol 7, No 3.21, pp. 517-522, DOI: 10.14419/ijet.v7i3.21.17226. Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012), Non-Muslim consumers’ understanding of halal principles in Malaysia. Journal of Islamic Marketing, 3(1), 35-46. Rodner, V.L., & Kerrigan, F. (2014). "The art of branding - lessons from visual artists", Arts Marketing: An International Journal, Vol. 4 Issue: 1/2, pp.101-118, https://doi.org/10.1108/AM-02-2014-0013 Ya, S., Nor, M. M. N., Noor, S. M. and Ahmad, Z. (2017). Purchase Intention of Islamic Brand Product among Non-Muslim Customers. Pertanika Journal of Social Sciences & Humanities, Vol. 25 (S) Dec. 2017. Yusof, M., & Jusoh, W. (2014). Islamic branding: The understanding and perception. Procedia – Social and Behavioral Sciences, 130, 179-185.
Details
Primary Language
English
Subjects
-
Journal Section
Research Article
Authors
İshak Ramli
Malaysia
Mohamad Noorman Masrek
Malaysia
Mumtaz Mokhtar
Malaysia
D’zul Haimi Md Zain
Malaysia
Mohamad Rahimi Osman
Malaysia
Zarlina Mohd Zamari
Malaysia
Publication Date
September 15, 2019
Submission Date
July 15, 2019
Acceptance Date
September 5, 2019
Published in Issue
Year 2019 Volume: 5 Number: 14