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Market segmentation and buying behaviour in the Islamic financial services industry
Rusnah Muhamad; Melewarha, T. C.; Alwi, Sharifah … - In: Handbook of Islamic marketing, (pp. 248-273). 2011
Persistent link: https://www.econbiz.de/10009349651
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Segmentation and brand positioning for Islamic financial services
Rusnah Muhamad; Melewar, T. C.; Sharifah Faridah Syed Alwi - In: European journal of marketing : EJM 46 (2012) 7/8, pp. 900-921
Persistent link: https://www.econbiz.de/10009572901
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Explicating consumer segmentation and brand positioning in the Islamic financial services industry : a Malaysian perspective
Rusnah Muhamad; Sharifah Faridah Syed Alwi - In: Asia-Pacific journal of business administration 7 (2015) 3, pp. 253-274
Persistent link: https://www.econbiz.de/10011471620
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Segmentation and brand positioning for Islamic financial services
Muhamad, Rusnah; Melewar, T.C.; Faridah Syed Alwi, Sharifah - In: European Journal of Marketing 46 (2012) 7/8, pp. 900-921
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). Design/methodology/approach – In‐depth interviews were...
Persistent link: https://www.econbiz.de/10014722835