Marketing effectiveness of Islamic and conventional banks: evidence from Malaysia

• Main Authors: Habibullah, Muzafar Shah, Abdul Hamid, Baharom, Syed Najibullah
• Format: Book Section
• Language: English
• Published: Palgrave Macmillan-Springer Nature 2017
• Online Access: http://psasir.upm.edu.my/id/eprint/63778/1/Marketing%20effectiveness%20of%20Islamic%20and%20conventional%20banks%20evidence%20from%20Malaysia.pdf; http://psasir.upm.edu.my/id/eprint/63778/

The study aims to address marketing effectiveness of both Islamic banks and conventional banks (CBs) by using a modified “chain-of-effect” framework. Against current literature, which is based on customer surveys, reports do not include marketing activities by the Islamic banks (IB); this study adop...