Abstract
Abstract. Participatory finance is currently operational in Morocco, following the agreement of the central bank, five banks and the subsidiaries of three major foreign banks has the right to provide Sharia-compliant products. These products bring a new dimension to the Moroccan banking services, the practice of the Islamic ethics in the operation of financing is a new component for the Moroccan consumer, the use of Islamic marketing combines the principle of maximizing value with the principles of equity and justice for the well-being of society. This article studies the different behaviors of Moroccan consumer towards participatory products, what values can the ethical dimension bring to Moroccan consumers and how to match they are convinced by these products. In this framework, we conducted a survey of a sample of 362 individuals and used the chi-square test on the SPSS software, from where we found a strong relationship between ethics and consumer choices.
Keywords. Ethics, Marketing, Consumer, Banking products, Sharia-compliant.
JEL. M31, G20, C12, Z13.References
Aaker, D.A., & Equity, M.B. (1991). Capitalizing on the Value of a Brand Name, New York: Jossey Bass.
Alserhan, B.A. (2010). Islamic marketing: the birth of a new social science. Journal of Islamic Marketing, 1(1), doi. 10.1108/jima.2010.43201aaa.001
Alserhan, B.A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101-106. doi. 10.1108/17590831011055842
Alserhan, B.A., & Alserhan, Z.A. (2012). Researching Muslim consumers: do they represent the fourth-billion consumer segment?. Journal of Islamic Marketing, 3(2), 121-138. doi. 10.1108/17590831211232546
Bar-Rhout, S. (2018). Un Nouvel Écosysteme Financier Est Ne!, Leseco, Affichages: 596. [Retrieved from].
Carricano, M., Poujol, F., & Bertrandias, L. (2010). Analyse de données avec SPSS®. Pearson Education France.
Cobb-Walgren, C.J., Ruble, C.A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40. doi. 10.1080/00913367.1995.10673481
Davis, S.M. (2000). Brand Asset Management: Driving Profitable Growth Through Your Brands. San Francisco: Jossey-Bass.
Goodchild, J., & Callow, C. (2001). Brands: Visions and Values. Wiley.
Grasland, C. (2000). Initiation aux méthodes statistiques en sciences sociales. Univ Paris VIIUFR GHSS.
Grönroos, C. (1994). From scientific management to service management: a management perspective for the age of service competition. International Journal of Service Industry Management, 5(1), 5-20. doi. 10.1108/09564239410051885
Hassan, A., Chachi, A., & AbdulLatiff, S. (2008). Islamic marketing ethics and its impact on customer satisfaction in the Islamic banking industry, JKAU: Islamic Economy, 21(1), 27-45.
Holverson, S., & Revaz, F. (2006). Perceptions of European independent hoteliers: hard and soft branding choices. International Journal of Contemporary Hospitality Management, 18(5), 398-413. doi. 10.1108/09596110610673538
Ibn, M., & Muhammad, A.I. (1968). The Refinement of Character, (Trans. by Constantine K. Zurayk), The American University of Beirut, Beirut.
Omar, M.W., & Ali, M.N.M. (2010). Brand loyalty and relationship marketing in Islamic banking system. Canadian Social Science, 6(1), 25-32. doi. 10.3968/j.css.1923669720100601.004
Pass, C.L. (2002). Collins Dictionary: Business. Collins.
Pearson, K.F.R.S. (1900). X. On the criterion that a given system of deviations from the probable in the case of a correlated system of variables is such that it can be reasonably supposed to have arisen from random sampling. The London, Edinburgh, and Dublin Philosophical Magazine and Journal of Science, 50(302), 157-175. doi. 10.1080/14786440009463897
Sandıkçı, Ö. (2011). Researching Islamic marketing: past and future perspectives. Journal of Islamic Marketing, 2(3), 246-258. doi. 10.1108/17590831111164778
Sobh, R., Belk, R.W., & Gressel, J. (2012). Modest seductiveness: Reconciling modesty and vanity by reverse assimilation and double resistance. Journal of Consumer Behaviour, 11(5), 357-367. doi. 10.1002/cb.1379
Stafford, J., & Bodson, P. (2006). L'analyse Multivariée Avec SPSS. Puq.
Temporal, P. (2011). Islamic Branding and Marketing: Creating a Global Islamic Business. John Wiley & Sons.
Taylor, L. (2004). Client‐ship and citizenship in Latin America. Bulletin of Latin American Research, 23(2), 213-227. doi. 10.1111/j.1470-9856.2004.00105.x
Wilson, J.A., & Liu, J. (2010). Shaping the halal into a brand?. Journal of Islamic Marketing, 1(2), 107-123. doi. 10.1108/17590831011055851
Wilson, J.A., & Hollensen, S. (2013). Assessing the implications on performance when aligning customer lifetime value calculations with religious faith groups and after lifetime values–a Socratic elenchus approach. International Journal of Business Performance Management, 14(1), 67-94. doi. 10.1504/IJBPM.2013.050588
Wilson, J.A.J. (2011). An Introduction into Islamic Marketing, Branding and Muslim Consumer Behaviour–New Perspectives. The Marketeers, (November).
Wilson, J.A., Belk, R.W., Bamossy, G.J., Sandikci, Ö., Kartajaya, H., Sobh, R., ... & Scott, L. (2013). Crescent marketing, Muslim geographies and brand Islam: reflections from the JIMA Senior Advisory Board. Journal of Islamic Marketing, 4(1), 22-50. doi. 10.1108/17590831311306336
