Exploiting Religion: A Critical Analysis of Adding Value in Islamic Brand from a Muamalat Perspective

Branding encompasses the process of crafting a distinct identity, adding value and narrative for a company, setting it apart from competitors offering similar products or services. The convergence of brand loyalty, and the integration of religious aspects in branding approaches underscores the necessity of comprehending consumer behaviour and cultural standards to effectively meet the preferences of Muslim consumers. However, certain Muslim marketers leverage religious elements to promote their products or services, aiming to capture the attention and loyalty of consumers that against with Islamic teaching. Hence, this article aimed to delve deeper into the concept of adding value in Islamic brand from Muamalat perspective. A qualitative approach was employed to gather information for the study through reference from turath books, Hadis, and additional sources such as article online journals. The findings demonstrate the adding value in Islamic brand such as ayat ruqyah, selected surah in Quran, du'a or dzkir (remembrance) is too intangible and elusive, involve with fraud, deceit and manipulation, and bring the defamation of faith. This research complements the conceptual contribution by adding a new knowledge in understanding the concept of adding value from Muamalat perspective. Therefore, this contribution will bring benefit for academic literature, create awareness among Muslim firm, consumers, as well as to the authority in creating the guideline for the firms.