Development of Islamic banks’ brand personality (IBBP) model: a conceptual study in Malaysia
Purpose Organizations today strive to differentiate themselves from others with the help of various tools. Aaker’s brand personality model is one of them. It comprises five components namely, sincerity, excitement, sophistication, competence and ruggedness. This model has been tested and supported...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | en |
| Published: |
Emerald Publishing Limited
2020
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/120734/7/120734_Development%20of%20Islamic%20banks%E2%80%99%20brand%20personality.pdf http://irep.iium.edu.my/120734/ https://www.emerald.com/insight/content/doi/10.1108/jima-11-2018-0210/full/html |
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