“…Besides, according to Aksoy and Abdulfatai (2019), Bananuka et al (2020), Kipnis et al (2019) and Sadiq and Ahmad (2022), culture and religiosity have a positive effect on Muslim consumers’ preferences. Other scholars argued Islamic brand (Abalkhail, 2021; Jan and Shafiq, 2021; Salehzadeh et al , 2021; Singkheeprapha et al , 2021), consumers’ awareness (Islam and Rahman, 2017), materialism (Islam and Chandrasekaran, 2019; Junaidi et al , 2022; Pratono, 2019; Rahman et al , 2017; Ramazani and Kermani, 2021; Zakaria et al , 2021) and commitment (Junaidi et al , 2021; Tabrani et al , 2018) play an important role to influence Muslim decision to adopt Islamic bank. However, the study of religion in marketing has been the sparse and mixed results, such as religiosity has a positive effect on reducing consumers’ view of materialism in Iran (Ramazani and Kermani, 2021), Indonesia (Pratono, 2019) and Malaysia (Amin, 2020b) and profit-sharing governance (Yaya et al , 2021).…”