Emerald | European Journal of Marketing | SEGMENTATION AND ... http://www.emeraldinsight.com/journals.htm?articleid=17021337&s... Home Text View Mobile Contact Us Site Map Support Register Administrators Home > European Journal of Marketing > Volume 46 issue 7/8 > SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL SERVICES Login Username: European Journal of Marketing Password: Search in this title: ISSN: 0309-0566 Login - Athens/Institutional login - Forgot password? Online from: 1967 Welcome: Guest Content: Latest Issue | Subject Area: Marketing Latest Issue RSS | Previous Issues Options: To add Favourites and Table of Contents Alerts please take a Emerald profile Search for: in: Advanced search Marked lists Browse: Books & Journals Go EarlyCite Article SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL SERVICES Document Information: Title: SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL SERVICES Author(s): Rusnah Muhamad, (University Malaya), TC Melewar, (Brunel University), Sharifah Faridah Syed Alwi, (University of Malaya) Citation: Rusnah Muhamad, TC Melewar, Sharifah Faridah Syed Alwi, (2012) "SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL SERVICES", European Journal of Marketing, Vol. 46 Iss: 7/8 Article type: Research paper Publisher: Emerald Group Publishing Limited Bibliographic Databases Case Studies Resources: Product Information Licensing Solutions For Authors For Librarians For Engineers Research Zone Learning Zone Teaching Zone Multimedia Zone Support Resources About Emerald Abstract: Document Options: Sorry, Emerald EarlyCite articles are not offered on a Pay Per View basis Marked list Add to marked list: Bookmark & share Reprints & permissions Purpose - The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS). Design/methodology/approach - In-depth interviews were conducted with individuals in managerial positions among the key market players in the IFSI to explore the segmentation of consumers and their buying motives. Findings - Four segments of IFS consumers emerged, namely, Religious Conviction Group; Religious Conviction and Economic Rationality Group; Ethical Observant Group and Economic Rationality Group. These segmentation groups were appropriately categorized through a psychographic (value)-based approach. Research limitations/implications - The empirical findings of this study pave the way for embarking on promising and relevant future research, which is needed to substantiate and enrich the academic understanding and managerial practice of linking market segmentation and brand positioning for IFS in the global market. Future research should focus on analysing these issues from the perspective of consumers of IFS to identify the purchase trend. Practical implications - The study provides empirical evidence of the bases or initial dimensions of consumer segmentation for IFS. The findings are useful in guiding the management of institutions offering Islamic financial services (IIFS) in making decisions relating to the marketing communication and promotion strategy as well as product and brand positioning strategy. Originality/value - For both academia and the IFSI, this study provides useful knowledge in strategically using market segmentation to position IFS in the global market. © Emerald Group Publishing Limited | Copyright info | Site Policies . 1 of 1 4/8/2012 2:11 AM