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A Comparison of Brand Equity Elements for Conventional and Sharia Banks in Indonesia

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The purpose of this paper is to analyse and compare brand equity between sharia and conventional banks. More specifically, the objectives of this paper are to analyze brand awareness, brand association, perceived quality and brand loyalty between sharia and conventional banks. Looking at brand equity the findings suggest that in terms of brand awareness, the sharia bank has been better known compared to the counterpart. Sharia and conventional banks have fulfilled the same brand association criteria. However, in perceived quality element, conventional banks have been rated from sufficient to very good, whereas sharia banks from sufficient to good only. Regarding brand loyalty, it appears that the percentage of committed buyers of sharia banks is higher than that for the counterpart. Based on this outcome, the article concludes by proposing recommendations on marketing strategy for sharia banks in Indonesia.

Document Type: Research Article


Publication date: January 1, 2012

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  • Advances in Business in Asia: The Opportunities, Threats, and Future Trends of Businesses in China, India and the ASEAN Countries
    Advances in Business in Asia examines current trends and issues facing organizations operating in a global business milieu. The book comes at a pivotal time when many businesses are emerging from the 2008 Global Financial Crisis, and are seeking a way forward in dealing with the opportunities and challenges presented by global capitalism in general, and China, India, and the ASEAN region specifically. The book is a compilation of selected papers presented at AFBE conferences. The Asian Forum on Business Education (AFBE) is a not-for-profit organization whose aim is to provide a forum of scholarly exchange in the areas of business, economics and management, with a particular focus on the Asia region.
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