Extending Brand Personality Scale to Islamic Apparel Industry “An Applied Study on the Egyptian Market”

Abstract

Islam is a religion that teaches followers to be simple in all aspects of life. Islamic brands should reflect these trait whether in not exaggeration of appeal or in dealing with others (customers or business). Simplicity is a noun refers to “the state of being simple, uncomplicated, or uncompounded” (Webster dictionary). Islam emphasizes simplicity. - Allah (SWT) says in Qur’an “And do not turn away your cheek away from people, and do not walk on the earth haughtily. Surely Allah does not like anyone who is arrogant, proud” (Qur’an, Luqman, 31:18). - Prophet Muhammad (PHUB) said: “while a man walking, dragging his dress with pride, he was caused to be swallowed by the earth and will go on sinking in it till the day of resurrection” (Bukhari, Hadith no. 692), and - He also said when talking with his followers (Al-Sahaaba): “Will you not listen?, Will you not listen?, Will you not listen? Verily simplicity is a part of Imaan. Verily simplicity is a part of Imaan. Verily simplicity is a part of Imaan.” (Abu Dawood). Simplicity is freedom from complexity or intricacy. Simplicity can implies beauty, purity, or clarity. In other cases, the term may suggest a lack of nuance or complexity relative to what is required. Religions also reflect on simplicity with concepts such as divine simplicity. In the context of human lifestyle, simplicity can denote freedom from hardship, effort or confusion, excessive material consumption and psychological distractions. Muslims are required to pay attention to their appearance, making sure that their clothing is beautiful and clean, especially when dealing with others and when performing the prayers, as the Qur’an states, - Allah (SWT) says “Children of Adam, wear your best clothes to every mosque.” (Surat Al-A‛raaf, 7:31).