Marketing effectiveness of Islamic and conventional banks: evidence from Malaysia
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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 adopts a bank perspective to explore the IB's behavior in this regard. Applying fixed-effect panel regression on the quarterly data of five IBs and five CBs in Malaysia, the study aims to explore the influence of marketing efforts on performance.
Marketing effectivenss , Performance , Market share , Carry-over effect , Islamic banking
Abdul Hamid, Baharom and Najibullah, Syed and Habibullah, Muzafar Shah. (2017). Marketing effectiveness of Islamic and conventional banks: evidence from Malaysia. In Nafis Alam & Syed Aun R. Rizvi (Eds.), Islamic banking: growth, stability and inclusion (pp. 51-80). United Kingdom: Palgrave Macmillan.