Segmentation and brand positioning for Islamic financial services
Article
Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061
Type | Article |
---|---|
Title | Segmentation and brand positioning for Islamic financial services |
Authors | Muhamad, R., Melewar, T. and Alwi, S. |
Abstract | Purpose – The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS). |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Journal | European Journal of Marketing |
ISSN | 0309-0566 |
Publication process dates | |
Deposited | 19 Sep 2013 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1108/03090561211230061 |
Language | English |
https://repository.mdx.ac.uk/item/84608
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