Muhammad, Abid Mahmood; Basha, Mohamed Bilal; AlHafidh, Gail - In: Journal of Islamic Marketing 11 (2019) 2, pp. 405-422
Purpose: The purpose of this paper is to develop, measure and empirically validate the promotional techniques adopted by Islamic banks and the effect of these methods on consumer interest in Islamic banking products and services in the UAE (United Arab Emirates). Design/methodology/approach:...