Developing a comprehensive model of Islamic brand personality: a conceptual study

• Main Authors: Jan, Muhammad Tahir, Perdana, Firdaus Fanny Putera
• Format: Conference or Workshop Item
• Language: English
• Published: Readers Insight Publisher 2018
• Subjects: HF5001 Business. Business Administration
• Online Access: http://irep.iium.edu.my/76541/1/Islamic%20Brand%20Personality%20-%20Asia%20proceeding%20social%20sciences%20-%202018.pdf; http://irep.iium.edu.my/76541/; http://readersinsight.net/APSS/article/view/257/275
• Institution: Universiti Islam Antarabangsa Malaysia

Brand personality plays an important role in affecting customer satisfaction. Muslim population is estimated to reach 30 percent of world’s population and it is considered as the fastest religion spreading in the world. To tap into this market, it is important to explore various aspects of business,...