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