International Business Management
ISSN: OnlineISSN: Print 1993-5250
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.
How to cite this article:
Sri Wahyuni. Brand Religiosity Aura of Sharia Banking.
DOI: https://doi.org/10.36478/ibm.2016.2732.2741
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.2732.2741