Introducing the religio-centric positional advantage to Indonesian small businesses

Hendar Hendar, Augusti Tae Ferdinand, Tatiek Nurhayati
  • Management & Marketing, January 2017, De Gruyter
  • DOI: 10.1515/mmcks-2017-0006

Positional advantage of Islamic fashion product, Religio-centric attributes of product

What is it about?

The religio-centric positional advantage is defined as the superiority of the religious value that is embedded in the corporate image, aesthetic design, fashion model religiosity, adherence to religious norms and display marketing communications designed to increase customer value

Why is it important?

We proved that the religio-centric positional advantage is a key driver for marketing performance especially in Islamic Marketplace


Universitas Diponegoro

We think that the regio-centric product advantage will be a consumer attracting factor for choosing a fashion product especially in a Muslim country

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The following have contributed to this page: Hendar Hendar and AUGUSTY TAE FERDINAND