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.

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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.


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.

Research Professor Dr. Khaliq Ahmad
Putra Business School-UPM-Malaysia

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This page is a summary of: Brand preference in Islamic banking, Journal of Islamic Marketing, March 2011, Emerald, DOI: 10.1108/17590831111115259.
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