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Marketing Islamic Financial Services: A Review, Critique, and Agenda for Future Research

School of Business, State University of New York at Geneseo, Geneseo, NY 14454, USA
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J. Risk Financial Manag. 2020, 13(1), 12; https://doi.org/10.3390/jrfm13010012
Received: 5 November 2019 / Revised: 23 December 2019 / Accepted: 23 December 2019 / Published: 4 January 2020
(This article belongs to the Special Issue Islamic Finance)
Islamic finance has experienced rapid growth globally, surpassing the USD 2 trillion mark in 2017. As a result, the literature related to Islamic finance and banking is rather rich. Despite the richness of the literature, our knowledge of the marketing issues related to Islamic finance is modest and somewhat ambiguous. Therefore, we review several decades of research about the Islamic finance in various parts of the world. We identify and discuss three main research themes that draw on different conceptualization and theoretical lenses. After synthesizing their respective findings, we propose several avenues for future research that integrate these three research themes with the goal of developing a more nuanced understanding of Islamic finance and its marketing. While we believe that our review will mainly serve as a crucial reinvigoration and launch point for future research on Islamic finance marketing, it is also of great practical benefit for policymakers of various countries and especially managers of financial service firms interested in marketing Islamic banking and financial services to their customers. View Full-Text
Keywords: Islamic finance; marketing; emerging markets; consumer behavior Islamic finance; marketing; emerging markets; consumer behavior
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MDPI and ACS Style

Alam, I.; Seifzadeh, P. Marketing Islamic Financial Services: A Review, Critique, and Agenda for Future Research. J. Risk Financial Manag. 2020, 13, 12.

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