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Public Opinion towards Brand Naming: Islamic Banks VS Conventional Banks


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Publication Details
Editor list: Kamran Siddiqui
Publisher: ISPEC Publishing House
Place: Warsaw, Poland
Publication year: 2021
Title of series: INTERNATIONAL EUROPEAN CONFERENCE ON INTERDISCIPLINARY SCIENTIFIC RESEARCH
Number of pages: 294
ISBN: 978-625-7720-53-3
Web of Science ID:
PubMed ID:
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This paper aims to examine the brand naming criteria in Conventional banks versus Islamic windows of conventional banks. This study examined 5 Islamic banks and 14 Islamic windows of conventional banks. Survey methodology was employed in this research, and experienced brand professionals were interviewed as brand naming experts [N=150] using the judgmental sampling technique. All brands were examined on six-point criteria for evaluating brand names; these criteria include Memorability, Meaningfulness, Likability, Transferability, Adaptability, Protectability. These criteria were examined on a five-point Likert scale ranging from very low to very high. Findings indicate that Islamic banks have higher scores on six brand naming criteria as compared to Islamic windows of conventional banks and the difference is statistically significant.


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Last updated on 2021-16-11 at 09:48