The Islamic Marketing Ethics Scale (IMES): A Conceptual Review of Components, Principles, and Practical Implications
DOI:
https://doi.org/10.47065/arbitrase.v6i3.2923Keywords:
Islamic; Marketing Ethics; Shariah; Marketing ScaleAbstract
This paper aims to provide a comprehensive conceptual review of the Islamic Marketing Ethics Scale (IMES) by analyzing its core components, underlying Shariah principles, and practical implications for the halal industry and Islamic financial institutions. The study employs a qualitative systematic literature review approach, synthesizing peer-reviewed articles indexed in Scopus from 2021 to 2025 that discuss the development, conceptual foundations, and implementation of IMES across various sectors. The review reveals that IMES is constructed upon four interrelated pillars (spiritualistic, ethical, realistic, and humanistic) operationalizing Shariah values such as As-Sidq (truthfulness), Amanah (trustworthiness), Al-‘Adl (justice), and Maslahah (social benefit). The implementation of IMES enhances sustainable competitive advantage, customer loyalty, and brand credibility in Islamic business contexts. However, challenges remain regarding cross-sectoral empirical validation, theoretical–practical gaps, and the complexity of measuring spiritual dimensions. This study contributes to the theoretical development of Islamic marketing by positioning IMES not merely as a measurement tool but as an alternative ethical paradigm that integrates spiritual, social, and economic dimensions. It enriches the literature by offering a holistic Shariah-based ethical framework aligned with maqasid al-shariah to guide ethical marketing practices.
Downloads
References
Alfaisaly, R. A. (2024). Customer loyalty: a systematic literature review and future directions in the Islamic Financial Industry. Cogent Business & Management, 11(1), 2389464.
Ammar, M. N. (2024). The Term ‘Marketing’ in the Islamic Jurisprudential Heritage and Its Impact on Controlling the Legality of Marketing Practices. Journal of King Abdulaziz University, Islamic Economics, 37(3), 29–50. https://doi.org/10.4197/Islec.37-3.2
Aravik, H., Amri, H., & Febrianti, R. (2022). The Marketing Ethics of Islamic Banks: a Theoretical Study. Islamic Banking: Jurnal Pemikiran Dan Pengembangan Perbankan Syariah, 7(2), 263–282.
Ayyub, R. M. (2022). Does the Non-Muslim Segment Matter in Strategic Islamic Marketing? A Literary Insight with Practical Implications. Strategic Islamic Marketing: A Roadmap for Engaging Muslim Consumers, 31–44.
Budianto, E. W. H., & Dewi, N. D. T. (2024). The Role of Integrated Marketing Communications to Improving The Islamic Social Economy. International Journal of Global Modern Research (IJGMR), 1(1).
Faizal, P. R. M., Suhaida, M. A., Norizah, D., & Afifa, N. N. (2021). Applying Islamic marketing ethics in marketing digitalization during the COVID-19 MCO period in Malaysia: A guide to small-scale Muslimpreneurs. AIP Conference Proceedings, 2347. https://doi.org/10.1063/5.0052041
Firnando, H. G. (2024). Tech Revolution with a Soul: Navigating Digital Transformation through Islamic Ethics. Proceeding of International Conference on Education, 193–201.
Hamid, E. M., & Pardaev, J. (2025). Islamic Marketing Strategies For Customer Loyalty: Role Of Religious Commitment And Technology Turbulence. European Journal for Philosophy of Religion, 17(2), 557–586. https://doi.org/10.24204/ejpr.2025.4804
Haque, M. G. (2024). Literature Review: Strategi Pemasaran Meningkatkan Daya Saing Bagi Produk Halal, Kedai-Umkm Halal, Dan Pariwisata Halal. Journal of Syntax Literate, 9(5).
Haryanto, R., Setiawan, A., Nurhayati, R., A, M. I. G., & Nugraha, A. R. (2024). Digital Marketing Sebagai Strategi Pemasaran Di Era Society 5.0: Sebuah Literature Review. Jurnal Ilmiah Edunomika, 8(2).
Hassi, A., Balambo, M. A., & Aboramadan, M. (2021). Impacts of spirituality, intrinsic religiosity and Islamic work ethics on employee performance in Morocco: The mediating role of intrinsic motivation. Journal of Islamic Accounting and Business Research, 12(3).
Kamassi, A. (2021). Muslim Consumer Perception Toward Advertising Practices: an Exploratory Study. Journal of Islamic Marketing, 12(1).
Khaleel, F., Janjua, P. Z., & Ahmed, M. (2022). Ethical consideration of Islamic banks in Pakistan: an empirical analysis. Journal of Islamic Marketing, 13(6), 1351–1372.
Khan, N., Falahat, M., Ullah, I., Sikandar, H., & Van, N. T. (2025). Integrating halal tourism with sustainable development goals through Islamic values environmental responsibility and technological innovation. Discover Sustainability, 6(1), 648.
Mamun, M. A. Al, Strong, C. A., & Azad, M. A. K. (2021). Islamic marketing: A literature review and research agenda. International Journal of Consumer Studies, 45(5), 964–984.
Nasuka, M., Wijaya, T., & Hidayat, A. (2021). The role of Islamic marketing ethics for customer loyalty in Islamic banking through customer satisfaction. Economic Annals-XXI, 187(1–2), 189–196. https://doi.org/10.21003/EA.V187-18
Nasuka, M., Zubair, M. K., & Semaun, S. (2023). Core Service And Customer Satisfaction: The Role Of Islamic Marketing Ethic In Sharia Banking. International Journal of EBusiness and EGovernment Studies, 15(2), 247–266. https://doi.org/10.34109/ijebeg.2023150213
Nugraheni, P., Alhabshi, S. M., & Rosman, R. (2024). A Framework To Improve The Implementation Of Business Ethics In Islamic Business Organisations. Petita: Jurnal Kajian Ilmu Hukum Dan Syariah, 9(1), 185–211. https://doi.org/10.22373/petita.v9i1.256
Qizwini, J., & Perkasa, H. D. (2024). Analysis of Marketing Ethics from an Islamic Perspective. Conference on Islamic Economics and Business (ICIEB), Vol. 3, No. 1, pp. 46–57.
Ruiz-Muñoz, D., Sánchez-Sánchez, A. M., & Sánchez-Sánchez, F. J. (2025). Challenges and opportunities for halal tourism. Journal of Islamic Accounting and Business Research.
Shah, S. A., Bhutto, M. H., & Azhar, S. M. (2022). Integrative Review of Islamic Marketing. Journal of Islamic Marketing, 13(6), 1264–1287.
Shamsudheen, S. V, & Azhar Rosly, S. (2021). Towards development and validation of scale for ethical decision-making model in marketing: A religious–humanistic approach with special reference to ethical philosophy in Islam. Journal of Islamic Marketing, 12(2), 316–341. https://doi.org/10.1108/JIMA-07-2019-0143
Siwiyanti, L. (2023). Islamic Marketing in the Context of Buying and Selling. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), Vol. 1, No. 1, pp. 882–893.
Suandi, E., Herri, H., Yulihasri, Y., & Syafrizal, S. (2023). An empirical investigation of Islamic marketing ethics and convergence marketing as key factors in the improvement of Islamic banks performance. Journal of Islamic Marketing, 14(6), 1438–1462. https://doi.org/10.1108/JIMA-07-2021-0225
Taufik Syamlan, Y., Wahyuni, S., Heruwasto, I., & Hamsal, M. (2025). Exploring sharia compliance parameters in marketing to foster innovation and collaboration within Islamic finance. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-04-2024-0172
Tuqan, A., Abdeljawad, I., & Saleem, I. (2024). Islamic financial ethics and customer loyalty in the Islamic finance industry: a review of literature and future directions. Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0, 959–973.
Wijaya, T., Nasuka, M., & Hidayat, A. (2022). Salesperson ethics behavior as antecedent of Islamic banking customer loyalty. Journal of Islamic Marketing, 13(7), 1535–1550. https://doi.org/10.1108/JIMA-04-2020-0100
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel The Islamic Marketing Ethics Scale (IMES): A Conceptual Review of Components, Principles, and Practical Implications
ARTICLE HISTORY
How to Cite
Issue
Section
Copyright (c) 2026 Arsyaf Tampubolon, Yusrizal Yusrizal, Ilham Habibi Lubis
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
