Brand Religiosity Aura of Sharia Banking

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Show simple item record Wahyuni, Sri 2016-10-22T14:25:42Z 2016-10-22T14:25:42Z 2016-10-22
dc.identifier.issn 2732-2741
dc.identifier.issn 1993-5250
dc.description.abstract This research address the literature gap in the process of creating and managing brand’s aura through the assertion of brand’s personality and brand’s attachment. Adopting a case study research strategy, this research interviewed 277 consumer of saving product (i.e wadi’ah and mudharabah) of banking sharia in Indonesia. The paper mainly analizes the brand religiousity aura as valuable variable in evaluating the product characteristics and marketing strategy of sharia banking. The results show that three of the attributes of brand aura are significant. The research originally considers religiousity of the brand aura by looking indepth at the way in which a sharia banking creating and operating an unique product in banking industry context. Future research is expected to identify the sources of brand aura and to consider other religion-based products or services. en_US
dc.publisher Medwell Journals, International Business Management en_US
dc.relation.ispartofseries Volume 10;Issue 15, 2016
dc.subject Brand's religiousity aura, brand's personality, brand's attachment, sharia banking, Indonesia en_US
dc.title Brand Religiosity Aura of Sharia Banking en_US
dc.type Article en_US

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  • Karya Ilmiah FEB
    Karya Ilmiah yang ditulis oleh Dosen Fakultas Ekonomi dan Bisnis

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