The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
The development of Islamic banks in Malaysia is increasingly challenging with more banks offering products and services based on Islamic principles. Hence, this study explores customers' perception towards corporate image and its impact on selfexpressive value, brand distinctiveness, brand attr...
| Main Authors: | , , |
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| Format: | Research Reports |
| Language: | English |
| Published: |
Research Management Institute (RMI)
2011
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| Subjects: | |
| Online Access: | http://ir.uitm.edu.my/id/eprint/21558/ http://ir.uitm.edu.my/id/eprint/21558/1/LP_HUSNIYATI%20ALI%20RMI%2011_5.pdf |