Brand preference in Islamic banking

  • Khaliq Ahmad, Ghulam Ali Rustam, Michael M. Dent
  • Journal of Islamic Marketing, March 2011, Emerald
  • DOI: 10.1108/17590831111115259

The brand matters: Islamic banks need to focus on their brand image and the services they offer.

What is it about?

Indeed, understanding bank selection from Muslim customer's perspective can provide useful information to bank's senior management to help them allocate resources and design products that promise to attract and better satisfy customers.

Why is it important?

Literature collected so far suggests a strong Islamic brand reputation as well as better financial and banking services are the main factors which influence the selection of an Islamic banking services marketing and brand value.


Professor Khaliq Ahmad bin Mohamad
Qassim University

The purpose of this paper is to test this within a positivist approach and test it in an empirical framework among the younger generation in Malaysia.

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The following have contributed to this page: Professor Khaliq Ahmad bin Mohamad