Purpose – The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS). Design/methodology/approach – In‐depth interviews were...

Purpose – The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country. Design/methodology/approach –...

"A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost...