Issues of entrepreneurial attitude and standardisation of business process have long been argued in the academic field. Although the Malaysian government, through its authorised agencies,has provided incentives and grants for the development of entrepreneurship, the progress made is still lacking and inadequate. In assisting to provide some solutions, educational institutions have incorporated teaching materials into their syllabus to enhance the entrepreneurial attitudes of students. The current study focuses on examining the extent to which the philosophy and application of the Tawhidic paradigm are part of the educational syllabus in Malaysia.Subsequently, the study attempts to identify the methods to equip entrepreneurs with resilient characters to fulfil their duties based on the core Islamic values. The quantitative method was employed to collect data using a questionnaire that contains information on the respondents’ personal profile and educational background. A total of 543 Malaysian entrepreneurs from a large number of sectors were surveyed using convenience sampling. To analyse the collected data and test the research hypotheses, the structural equation modeling was used. The current study postulates that the awareness gained from well-being (falah) in life andexcellence (itqan) at work can be derived from the pursuit of the Tawhidic principle.The results reveal that the Tawhidic paradigm is a partial mediator in the relationship between the entrepreneurship curriculum and the resilient character of entrepreneurs.The study has theoretical, methodological and practical contributions in the sense that it provides evidence and identifies relevant components to influence the existing entrepreneurshipmodules for capacity building, especially in terms of instilling integrity and ethical values while conducting business dealings. The ideasand concepts of the Tawhidic paradigm help to promote the learning outcomes of entrepreneurial behaviours, mindset, attributes, characteristics and Islamic ethics.In general, the study concludes that the Tawhidic paradigm contains the essential elements that would enhance the established knowledge and theories about entrepreneurship in an artificial setting or environment.

Given the intense competition and low switching cost, marketers employ several techniques to differentiate their brands from others. Brand personality is one such approach. It facilitates crafting customer-brand relationship, brand image, brand commitment, and most importantly, the purchase intention. Aaker’s brand personality model with its five dimensions (sincerity, excitement, competence, sophistication, and ruggedness) has been studied at length especially in the manufacturing sector whereas the service industry has remained understudied. Aaker’s model has also been criticized pertaining to the issues such as generalizability across countries and cultures. Considering religion (Islam), an important yet ignored element of culture, this study highlights the criticism on Aaker’s framework. Based on Qur’an, hadith and the work of traditional as well as modern Muslim scholars, this research is among the early attempts to develop and validate an Islamic Banks’ Brand Personality (IBBP) model in Malaysia. With the help of 388 usable responses in the Klang valley, IBBP model was empirically tested through exploratory factor analysis (EFA) followed by the confirmatory factor analysis (CFA). Two new dimensions (Trust_Just and Shariah Compliance) emerged along with the four existing dimensions. Interestingly, Trust_Just obtained the highest percentage of variance i.e. 42.106 per cent. In order to examine the impact of IBBP on customers’ purchase intention, theory of planned behaviour (TPB) was employed and subsequently tested using structural equations modeling (SEM). Out of the ten hypothesized relationships, nine were supported. Findings of this research revealed that IBBP has a positive impact on brand attitude, subjective norms and perceived behavioural control. Similarly, brand attitude, subjective norms, and perceived behavioural control positively affect purchase intention. However, the direct relationship between IBBP and purchase intention was not significant. Therefore, the relationship between IBBP and purchase intention was fully mediated by brand attitude, subjective norms and perceived behavioural control. The findings of this research are significant for the Islamic banking industry. With the help of IBBP, Islamic banks can create a better brand image, employ advertising strategies effectively, and ultimately retain the existing and attract the potential customers with higher purchases as well as re-purchases. This research contributes to the literature of Islamic branding, hence benefitting academicians. Practitioners and policy makers can also benefit from the results of this research.