ترجمه مقاله رابطه بین اخلاقیات بازاریابی اسلامی و اعتبار نام تجاری - نشریه امرالد

Purpose – In an effort to build a useful conceptual framework that enhances understanding and permits practical application of Ethics, this paper is meant to understand the relationship and impact of Islamic Marketing Ethics on Brand Credibility. Nowadays, recognizing the ethical dilemmas associated with business is an important aspect of marketing strategy (Murphy, Laczniak, and Prothero, 2012). As known, the pharmaceutical industry has access to a deep pool of resources with the potential to maintain an esteemed reputation for offering innovative products that improve the public’s health and well-being (Kim and Ball, 2013). However, recent years have yielded several high profile safety issues associated with particular medications along with a growing perception that pharmaceutical companies are unethical and drive up healthcare costs by prioritizing profits over consumer needs (USA Today/KFF/Harvard SPH 2008). As a result, the reputation of the pharmaceutical industry has been damaged with only eleven percent (11%) of individuals considering pharmaceutical companies to be trustworthy (Harris Interactive Poll 2010). Thus, Pharmaceutical Industry in Yemen was the target of this paper and the relationship between its Brands’ Credibility and Islamic Marketing Ethics was highlighted. Design/methodology/approach – In a study of one hundred and six (106) respondents, exploratory and confirmatory factor analysis were conducted in order to understand the relationship, between Brand Credibility and Islamic Marketing Ethics. Correlation and regression analysis were performed to evaluate the hypothesized relationships between the variables. Findings – Significant and positive relationships were confirmed between Brand Credibility and Islamic Marketing Ethics namely, Annasihah, Al-Istiqamah, Al-E’etedal, Al-Ihsan, As-Sidq, Attaqwa, and Al-Amanah. The eighth Islamic marketing ethic, Attasamoh, has been rejected. Originality/value – The paper evaluates Brand Credibility in relation to Islamic Marketing Ethics in the Pharmaceutical Industry in Yemen. Islamic marketing ethics have been confirmed as a new variable correlates with Brand Credibility and helps boosting the level of credibility.