Impact of Islamic banks' brand personality (IBBP) on customers' purchase intention : a study of Islamic banks in Malaysia /

Given the intense competition and low switching cost, marketers employ several techniques to differentiate their brands from others. Brand personality is one such approach. It facilitates crafting customer-brand relationship, brand image, brand commitment, and most importantly, the purchase intentio...

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Bibliographic Details
Main Author: Ahmed, Muhammad
Format: Thesis
Language:English
Published: Gombak, Selangor : Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, 2016
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Online Access:http://studentrepo.iium.edu.my/handle/123456789/3233
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