Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to creating brand equity, an asset that provides companies with sustainable competitive advantages. However, in the Islamic banking context, the majority of consumers...
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| Format: | Article |
| Language: | English English |
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IIUM Press
2016
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| Online Access: | http://irep.iium.edu.my/53402/ http://irep.iium.edu.my/53402/ http://irep.iium.edu.my/53402/1/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system.pdf http://irep.iium.edu.my/53402/7/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system_WoS.pdf |