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Spiritual Marketing And Brand Love: A Study In Noor Al- Kafeel Corporation For
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Webology (ISSN: 1735-188X)
Volume 19, Number 6, 2022

Spiritual Marketing And Brand Love: A Study In Noor Al-

Kafeel Corporation For Animal And Food Products

Baqer Khudair Al-Hadrawi1 , Ali Raheem Al-Zurfi2 , Haider Ghani Hussein3

1
Al-Furat Al-Awsat Technical University, Iraq.

2
Iraqi Media Network, Najaf, Iraq.

3
University of Kufa, Iraq.

Abstract

The current study mainly examines the effect of spiritual marketing on achieving brand love to
explain the nature of the relationship between the study's variables by analyzing the relationship
between the variables. This was done through a survey of the opinions of a sample of customers
of the Noor Al-Kafeel Foundation for Animal and Food Products in Iraq. The study relied on a
descriptive and analytical approach to achieving its goals. The study reached several conclusions,
the most important of which are: that the use of spiritual marketing activities within the
organization increases the emotional participation of customers and thus develops the relationship
between the institution and the customer and creates an intimate relationship that results in love
with the brand. Furthermore, as the study recommended: Organizations should target strategies
that adopt spiritual marketing to instill a love of the brand in the hearts of their customers so that
their perception of the organization can be changed to a positive one.

Keywords: Spiritual Marketing, Brand Love, Noor Al Kafeel Foundation for Animal and Food
Products, Iraq.

1. INTRODUCTION

Spiritual marketing focuses primarily on fulfilling God's will, as Allah the Almighty has given the
individual the ability to meet his needs and absences, meaning that the products and services done
with them should benefit society. Furthermore, since Allah, the Almighty, does not want to harm
any creature, spiritual marketers need to sell products that do not harm others, and it is clear that
this concept is oriented towards God's satisfaction, as it is essential to believe that each individual
will get something in return from God in the best way.

Recently, spirituality has become one of the most important motives for purchasing decisions for
most customers, as a result of life's pressures, problems, and obstacles, and spirituality focuses on

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positive values such as building good relationships, accepting others, perfection, health, wellness,
self-improvement, peace, and tolerance.

Even the most ordinary products and services can be marketed as symbols of deeper spiritual
values, and placing products as something they are not in overall spiritual growth can attract loyal
customers to the brand. Validating this type of marketing by offering the highest possible quality
and building a community among customers can be very profitable.

The current study's importance comes from the variables I have touched upon the marketing of my
soul and my love of the brand. This reflected the importance of the field and the theoretical
importance of the Levia, addressed in the study. So marketing organizations that apply these
variables and their subdimensions will lead the improvement of their business, enable them in the
future to impose their survival in unstable environments, and work to strengthen their customers
and their love of their brand, in line with the organization's future directions, which reflects on the
survival of the marketing organization in the competitive market. The main problem with this
study is the inadequacy of spiritual marketing efforts in Iraq and the lack of awareness of marketing
organizations of their importance.

To address this problem, the study suggests that spiritual marketing be used to communicate with
customers and build relationships with them. The intention is to address the whole customer,
which consists of the body, mind, heart, and soul. Thus the shift from traditional marketing to a
value-based marketing approach is to instill a customer's love for the brand instead of just reporting
new products and promotions.

2. LITERATURE REVIEW

2.1.Spiritual Marketing

Spirituality was derived from the Latin word "spiritus," which means 'breath of life' (Principe,
1983:131), and duck went through God's spiritual practices. There are two different types of views
on spirituality, the first: is the desire or need to discover the significance and purpose of one's life
in existence and the universe, and the second is the belief in the sovereignty of God, who controls
the whole universe (Hunsberger & Jackson,2005:809). Furthermore, the spirituality of the inner
peace or experience of the individual changes his behavior raises his morale and increases his
productivity (AlTai & Al-Hadrawi,2019). In July 2011, a weekend survey was conducted in the
USA, in which it was described that 47% of Americans feel that spirituality is an essential part of
their happiness (Nendi & Sunanto,2019:17).

Changes in the business environment, such as globalization, recession, customer empowerment,

climate concerns, new social media, and new-wave technologies, have led to a massive shift in
marketing practices (Friedman,2005). These changes have created a new value-driven era in
marketing called spiritual marketing (AlTaie& Al-Hadrawi, 2021:5078), and spirit marketing is
defined as: "A value-based marketing concept that focuses not only on the customer's mind and

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heart but also on the soul of the customer" (Kotler et al.,2010). The intention is to address the
whole customer, which consists of body, mind, heart, and soul, thus shifting from traditional
marketing to a value-based marketing approach (Cibities et al.,2011:23).

use (Kotler et al.,2010) the term human soul marketing to refer to their concept of spiritual
marketing, and a clear description may be needed to understand the distinction between the terms
mind, heart, and spirit. The human mind is capable of independent thinking and analysis, and the
heart can feel emotions. Yet, the soul of the customer is the soul of the individual and the
philosophical center. This philosophical center seeks the true meaning or purpose of life as a
whole, happiness, and spiritual perception (Triatmo & Yulia,2022) so that the satisfaction of
spiritual needs takes precedence over material needs. Customers are looking for organizations that
can offer more than money can buy. Customers have become more aware of organizations that
provide solutions to their deep concerns about making the world a better place through the
organization's vision, mission, and values. These fears reflect the philosophical center of the
individual (Rahmayati,2021:541).

define (Al-Hadrawi & Al-zurfi,2021:22) spirituality as the appreciation of the immaterial aspects
of human life, thus understanding the true meaning that protects or the true purpose of life.
Moreover, spirituality seeks its importance in the creative community and tries to pursue self-
fulfillment and self-transcendence as described by it (Kotler et al.,2010:19). Self-fulfillment is the
need to make the most of the customer's potential and transcend oneself is the need to focus on
each other rather than on oneself. Altruism, philanthropy, and spiritual awakening are examples of
self-transcendence (Wahyun,2022).

Spiritual marketing is in direct contrast to the product-centric and customer-oriented era, and the
product-centric era has focused solely on the product. This marketing approach has been successful
for organizations like Ford due to the lack of globalization and less competition in the
market(Friedman,2005).Then, with advances in technology and increased competition,
organizations focused on customer-oriented marketing as they tried to segment and target a
suitable customer base (Cundari,2015). Marketers have realized that all customers do not prefer
the same product, as in the case of Ford Model T cars that have been mass-produced and sold only
in black, and you insatiably want products that suit their tastes. Because of this change in customer
behavior, marketers realized that markets were inherently homogeneous and therefore had to be
appropriately divided and targeted (Khairy & Abidin,2018:4).

With developments in databases increasingly used by organizations to store customer information

where purchasing patterns can be understood, and the appropriate customer category can be
targeted(Bambang,2021:233).Moreover, in this era of marketing, products and promotional
activities were created to take advantage of the customer's feelings rather than focusing solely on
product placement as in the era of product centricity (Kotler et al., 2010:19). Kotler also noted that
the main weakness in the era of customer-oriented marketing is that organizations view customers

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as mere targets of their promotion campaigns. This is because marketers assume that promotions
are better the more customers are persuaded to buy their products (Hindarsah, 2021:3687).

These marketers have failed to understand that customers are human beings with a mind, heart,
and soul (Umam, 2015:175) and that product placement and emotional appeals will touch only the
minds and hearts of customers, not their souls. So to touch the souls of the customers as well and
try to see them as complete human beings(Rini&Absah,2017:70).Identified (Costa,2018:839) four
dimensions of spiritual marketing:

Trust: argue (Kotler et al.,2010:19:35-37) that we want to build trust to touch customers' souls
or engage in spiritual marketing. Given the emergence of horizontal trust relationships, the
market's task should not merely focus on the product's status but on the brand identity, peace, and
image. The intention is to address the entire customer, which consists of body, mind, heart, and
soul, where horizontal communication and values such as honesty and authenticity are essential
(Cibities et al., 2011:23). A differentiation that is in line with product positioning will create a
good brand image, however, for the product to achieve brand safety. Therefore, it must be able to
achieve everything it demands through positioning and differentiation. Thus brand safety will build
credibility and fulfill the promises of marketers to customers. Building the customers' trust in the
brand, therefore, brand safety aims to attract the customer's soul through "trust" (Kotler et
al.,2010:19:35-37).

Creativity: indicate (Kotler et al.,2010:19:20) that creativity in marketing practices touches the
spirit of the customer, so it should be the focus of spiritual marketing. The customer finds all these
aspects of spirituality through creativity that expresses itself in humanity, ethics, and spirituality.
The authors note that the need for spirituality is the most significant catalyst for society. This
creativity helps brands provide life-transforming experiences.

The emergence of the creative community has led to a high tendency towards creativity, and this
creativity has become part of spiritual marketing or soul targeting. defines (Andrews &
Smith,1996:176) creative strategy as: "the extent to which the organizer and its practices
implement new and meaningful marketing practices in the product category."

Moreover, define (Reinartz & Saffert,2013:108) creativity as: "the ability of an entrepreneur to
offer uncommon and unique solutions to a problem," and creativity is expressed through the spirit
of the customer, and has observed (Zukav, 2002) has observed that spirituality has become the
primary motivation of customers.

Social Sustainability Practices: The sustainability practices (social and environmental

sustainability) of the regulator should be an integral part of its mission, vision, and values, and
these three components consider the mission, vision, and values that focus, in particular on non-
sustainability as the DNA of the regulator.Therefore, all actions of such an organization will
accurately reflect these three components, so the organization must exercise task empathy toward

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customers, society, and the environment. The long-term visions or aspirations of the regulator
should therefore focus on social and environmental sustainability.

The values or standards of behavior adopted by the organizer should also make a difference in
different societies. Modern leadership requires increased attention to customers and
responsiveness to their needs and requirements(AlTai&Al-Hadrawi,2019:25-26)as stated (Brecht
et al.,2011) that social sustainability can be achieved through cause-related marketing, and so the
regulators that practice customer relationship management make donations for a specific cause.

Environmental Sustainability Practice: Environmental sustainability is another way systems

can embody the customer's soul. It is through sustainability that systems can practice empathy and
make a difference. Yet, the practice of environmental sustainability is not just the implementation
of a joint charitable activity or social sustainability program of the organizer. Therefore,
sustainability should preferably be part of the organization's vision, mission, and values, and an
organization's primary purpose should be to make a difference in protecting the environment. The
financial results should therefore come in second place (Kotler et al.,2010:19:58). defines
(Peattie,1995:28) green marketing as: "the management approach that identifies and satisfies the
customers and society profitably and sustainably."Furthermore (Coddington,1993:1) describes
green marketing as: "an effort by organizations to protect the environment while recognizing it as
a responsibility as well as an opportunity for growth." Thus both definitions converge with the
concept of environmental sustainability, which is defined as a management approach aimed at the
environment while making profits for the regulator" However, it is essential to know that when
organizations aim at spiritual marketing, environmental sustainability should be an integral part of
the vision, mission, and values of the organization and should not be just an effort or practice
towards sustainability (Maheshwari, 2014).

2.2. Brand love

Researchers have studied the brand's attitude and developed many valuable concepts, such as
customer satisfaction and brand loyalty. Customer researchers have shown increasing interest in
customers' feelings toward brands in the past few years. The study of customer behavior evolved
from the early field of rational choice and classical decision theory to irrational purchasing.
Researchers began to focus on playful, sensual, and emotional responses to non-depreciation.
Consumption is "an influx of illusions, feelings, and fun," which is called the empirical view of
consumption. Brand love is an emerging concept in this first experimental consumption (Holbrook
& Hirschman,1982).

has conducted (Shimp & Madden,1988) investigations into the construction of love for the brand,
where they have defended the structural similarity between personal love and love of consumer
objects, and since it was introduced by (Shimp&Madden,1988). Brand love was a topic of great
interest to brand managers, and at first, the researchers adapted the theory of love between
customers to consumption contexts (Sternberg,1986).

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Consumers interact with thousands of brands in their lives. However, they develop a strong
emotional bond with very few of these things. However, there is a possibility that customers will
be able to create a strong emotional relationship with things that consume the same brands.
Attachment theory suggests that a customer's emotional attachment to an object predicts the quality
of their interaction with the object. For example, customers' emotional attachment to a brand may
indicate their desire to make financial sacrifices to keep them close to it (Bowlby, 1979). The
brand's love is an emotional emotion of a brand name (Carroll & Ahuvia, 2006:81) stated (Batra
et al.,2012:4) that the brand includes love and many cognitions, feelings, and behaviors organized
into a mental prototype.

defines (Bergkvist&Bech-Larsen,2010:506) brand love as a passion for branding. have developed

(Thomson et al.,2005) the construction of an emotional attachment to a brand conceptually closer
to brand love. Most previous studies depict the structural similarity between personal love and
branding. However, few researchers have different perspectives, and has expressed
(Bengtsson,2003) considerable concern about the parallelism between brand love theory and
human relations theory.

Advances in customer research have led to divergent views on brand love. According to customer
culture theory, the customer's real world is not rational or transparently unified
(Arnould&Thompson,2005:870).Brand love is associated with this irrational view of
consumption, where the customer builds multiple facts using consumption experiences. define
(Bergkvist & Bech-Larsen,2010:505) brand love as "a deep sense of passion for a brand," These
studies consider that brand love is the concept of a purely emotional and irrational relationship.

envision (Batra et al.,2012:5) the various components of brand love: self-brand integration,
emotionally driven behavior, positive emotional connection, long-term relationship, the
narrowness of separation, parity of attitudes, and strength of an attitude. The parity of attitude
component refers to comparing a particular brand with an ideal one, which is rational evaluation.
Furthermore, in integrating the self-brand, the customer evaluates the degree to which the brand's
image matches his self-image, which is also a practical evaluation. This shows that brand love is
not a purely illogical concept but rather a combination of rationality and irrationality, and the
rational part consists of cognitive thinking and evaluation.

To realize the potential of brand love, it is essential to understand the different factors associated
with the general feelings of brand love. However, previous research has identified many of the
survival and results of brand love. However, few deep emotional factors have not been addressed
through these overt behavioral studies (Carroll&Ahuvia,2006:82), and has conducted (Batra et
al.,2012:12) a preliminary qualitative study in the context of developed countries assuming that
customer feelings vary widely based on the level of the economy. Since the qualitative exploration
of the concept of brand love was in great demand in the context of the emerging economy or
development, to what extent is brand love structurally similar to love between customers?

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envisions (Sternberg,1986-1997) four components of love between customers: intimacy, passion,

decision, and commitment, and states (Shimp & Madden,1988) that the components of love
between customers described (Sternberg,1986-1997) are present in the relationships between the
customer and the subject. Intimacy is a feeling of admiration mainly derived from passion, passion
is primarily derived from motivation and consists of various sources of arousal, the decision refers
to the recognition of love in the short term, and commitment is the intention to maintain love in
the long run.

The theory of the self-inclusion of love (Aron & Aron,1986) has also been adapted to marketing.
It assumes that customers need to become part of the other to feel loved, so it is suggested
(Ahuvia,1993) that when a brand reaches a high level of true and desired integration with the
customer's sense of self, he feels love toward the brand. Another stream of research opinion is on
brand love without reference to the theory of love among customers. does not explicitly (Carroll
& Ahuvia,2006:84) refer to personal devotion. Instead, it suggests that love for a brand consists of
passion, attachment, positive brand reviews, positive emotions in response to it, and love ads for
the brand Arya. However, their measurement of one-dimensional brand love may fall into the
perception of love's complexity, a construction usually presented as multidimensional (Batra et
al.,2012).have identified(Albert et al.,2008)six first-class dimensions of brand love (idealization,
intimacy, pleasure, dream, memories, unicity) and two dimensions of the second order (passion
and affection). From the above, the following hypotheses were formulated:

H1 There is a positive moral impact relationship between trust and brand love among Noor Al
Kafeel Foundation for Animal and Food Products customers.

H2 There is an positive moral impact relationship between creativity and the brand's love among
Noor Al Kafeel Foundation for Animal and Food Products customers.

H3 There is an positive moral impact relationship between Social Sustainability Practices And the
love of the brand among Noor Al Kafeel Foundation for Animal and Food Products customers.

H4 There is an positive moral impact relationship between Environmental Sustainability Practices

and the brand's love among Noor Al Kafeel Foundation for Animal and Food Products customers.
And in light of the above hypotheses, The hypothetical model of the study was formulated (see
Figure 1).

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Fig.1: Research Model

3. DATA AND METHODOLOGY

3.1.Sample and Data Collection

The main tool used to collect the current study's data is a Questionnaire. Given the importance of
the measuring instrument in any study that uses the empirical approach, this requires a matching
quality test using a set of methods represented by apparent honesty, construction honesty, and
stability.

To ensure the credibility of the sample in accurately and adequately representing the study
population, the researchers electronically distributed a questionnaire to a Random Sample from
the Noor Al-Kafil Foundation for Animal and Food Products in Najaf Al-Ashraf and Karbala Holy
Governorates / Iraq using the Stratified Sampling method. After retrieving (310) questionnaires
from a total of 360 internal customers in the said institution, it was found that the number of valid
questionnaires for statistical analysis amounted to (310) questionnaires and a response rate of
(86%). Therefore, it is an acceptable and high percentage and has been analyzed using several
statistical tests available within the statistical program (SPSS. V.24).

3.2. Measures

The metrics used to measure variables in the current study are as follows:

 Spiritual Marketing: A measure of spiritual marketing developed by (Costa, 2018:844).

Which contains four sub-variables: Trust, Creativity, Social Sustainability Practices, and
Environmental Sustainability Practices. Participants in the institution were asked to answer by
relying on the Likert scale of 5 points ranging from strongly agree (5) to disagree (1) strongly.
 Brand Love: We used a modified version of the scale by (Albert et al.,2008:301), and this
multidimensional scale captures the complexity of feeling brand love, incorporating six first-
order dimensions: idealization, intimacy, pleasure, dream, memories, and unicity. And two

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dimensions of the second degree: passion and affection. Participants in the institution were
asked to answer by relying on the Likert scale of 5 points ranging from strongly agree (5) to
disagree (1) strongly.

4. RESULTS

Table 1 shows that the effect of spiritual marketing dimensions (independent variable) on brand
love (dependent variable) is statistically significant as the calculated value of (F) was (12.104)
and with a significant level of Sig equal to (0.000) which is less than (0.05), and the value of the
coefficient of determination (R 2) equal to (.552) It confirms the morale of the decline. We find
that the value of (B) for the Trust variable was (.369) The importance of (T) for this variable was
(2.101) and at a significant level (0.016) which is less than (0.05), which confirms the significance
of the regression coefficient. For the Creativity variable, the value of (B) was (.275) The value of
(T) for this variable was (2.518) with a significant level (0.011) which is less than (0.05), which
confirms the significance of the regression coefficient. At the same time, the value of (B) for the
Social Sustainability Practices variable was (.421), and the value of (T) for this variable was
(4.165) and a significant level of (0.007) which is less than (0.05), which confirms the significance
of the regression coefficient. The value of (B)for the Environmental Sustainability Practices
variable was (.382), and the value of (T) for this variable was (3.213) and a significant level of
(0.005) which is less than (0.05), which confirms the morale of the regression coefficient. From
the preceding and the results mentioned above, the hypothesis accepted the existence of a positive
effect of statistical significance of the dimensions of spiritual marketing in the study: Trust,
Creativity, Social Sustainability Practices, and Environmental Sustainability Practices. In
achieving brand love at Noor Al Kafeel Establishment for Animal and Food Products in Iraq.

From the preceding, spiritual marketing and its exclusion under study plays a significant role
because of its impact in achieving the brand's love under investigation.

Table 1: Results of the Regression Model

DV R2 F Sig F IV β Stand T Level
Calcula Calcul ard Calcula of
ted ated error ted morale
Brand .552 12.104 0.000 Trust .369 .132 2.101 0.016
Love
Creativity .275 .104 2.518 0.011

Social .421 .127 4.165 0.007

Sustainability
Practices
Environmenta .382 .138 3.213 0.005
l

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Sustainability
Practices

5. CONCLUSIONS AND DISCUSSION

The current study examined the relationship between spiritual marketing and brand love at Noor
Al-Kafeel Foundation for Animal and Food Products in Iraq. The study's results showed a close
relationship between the variables in the sample under investigation. Furthermore, it was revealed
that the institution that uses spiritual marketing with its customers creates a moderately positive
relationship between spiritual marketing and brand love.

One of the most prominent advantages of spiritual marketing is that it creates an intimate
relationship with customers, which leads to gaining their loyalty and love for the brand. This is
proven in the current study, where it was observed that there is a strong correlation between
spiritual marketing and brand love by the customer. Creating a love for a brand in a highly
utilitarian product category is more complicated. Because most customers buy utilitarian products
such as foodstuffs and detergents, the judgment of cognitive value is where the individual mind of
the customer does not reach a state of deep emotion. However, marketing communications
designed on spiritual foundations can also stimulate a love for utilitarian brands. And while love
for a brand makes no sense, it is based on a cognitive evaluation of functional brand traits and cost-
benefit analysis. To a large extent, in developing markets, customers are sensitive to price.
Therefore, the obstacles are extreme at the cognitive level that does not allow the customer's mind
to move to the next level of love. To avoid the barriers, the organization should carefully target
the appropriate segments so that the knowledge satisfaction of the target customers with the brand
is high. A spiritual marketing strategy may be right because a highly focused division is needed
to create a beloved brand. The analysis supports idea (Fournier's ,1998: 361) that committed
relationships between the customer and the brand "need a continuous relationship and constant
assertion against market alternatives."

The results show that the use of spiritual marketing activities within the organization increases the
emotional engagement of customers, thus developing the relationship between the institution and
the customer and creating an intimate relationship that results in love with the brand. The goal of
brand love is to attract the customer's spirit and emotions, as spiritual marketing helps customers
make decisions with their hearts. Purchases that stem from customers' love for the product are the
closest and most powerful ways to facilitate purchases and reduce bounce rates. Most importantly,
it leads well to a repeat of the purchase process from the same organization, i.e., increased love
and loyalty to the brand (Moorman et al., 1993). This is proven by the current study, so
organizations should target strategies that adopt spiritual marketing to instill a love of the brand in
the hearts of their customers so that their perception of the organization can be changed to a
positive one.

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