Title: A study of German consumers' perception of Islamic banking

Authors: Ahmed Beloucif; Tahar Boukhobza; Levke Baumruck-Lawrenz

Addresses: School of Business and Enterprise, University of the West of Scotland, G326 Gardner Building, Paisley Campus High Street, Paisley PA1 2BE, Scotland, UK ' School of Business and Enterprise, University of the West of Scotland, G326 Gardner Building, Paisley Campus High Street, Paisley PA1 2BE, Scotland, UK ' School of Business and Enterprise, University of the West of Scotland, G326 Gardner Building, Paisley Campus High Street, Paisley PA1 2BE, Scotland, UK

Abstract: This study explores the perception, attitudes and concerns towards Islamic banking in Germany. As the study is of exploratory nature, a qualitative investigation is used. Based on personal interviews with Muslim and non-Muslim consumers in Germany, this study developed a model of Islamic banking perception in a non-Muslim country. This new research area of perception is in its early development and has its own merits. The generated model provides academic scholars, researchers and practitioners with a clear understanding of this paradigm. This paper has also some practical implications resulting from the consumers' perception of Islamic banking and its impact on banks' selection in Germany. The findings reveal that different marketing strategies need to be developed and implemented in the German market.

Keywords: Islamic banking; perception; image and consumer decision making.

DOI: 10.1504/IJIMB.2017.083497

International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.1, pp.37 - 64

Received: 04 May 2016
Accepted: 20 Jun 2016
Published online: 08 Apr 2017 *

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