The influence of spiritual brand attributes towards the corporate brand image of Islamic banking institutions in Malaysia. Jurnal Pengurusan, 61. pp. 31-41. ISSN 0127-2713 (2021)
Abstract
Incorporation of religious and spiritual values distinguishes the Islamic banking institution from its conventional counterpart. Yet, only a few studies concentrated to connect the spiritual aspects of Islamic banks with customers’ perceived image. This study attempts to determine the relationship of spiritual brand attributes, corporate brand image, and customer loyalty towards Islamic banking institutions in Malaysia. 499 questionnaires were administered and analysed using the Partial Least Square-Structural Equation Modeling technique. The findings indicate that ethics, corporate social responsibility, and beliefs are significant factors in influencing customers’ perception towards the corporate brand image of Islamic bank. In addition, corporate brand image is also significant in influencing loyalty. The study provides empirical evidence on the effects of a less investigated construct which is spiritual brand attribute towards image.
| Item Type: | Article |
|---|---|
| Keywords: | Islamic banking, Brand attributes, Corporate brand image, Loyalty, Spiritual |
| Taxonomy: | By Niche > Islamic Banking > Banks and Banking > Religious Aspects By Niche > Islamic Banking > Banks and Banking > Social Aspects |
| Local Content Hub: | Niche > Islamic Banking |
| Depositing User: | Ilya Nur Fateen Othman |
| Date Deposited: | 21 Sep 2023 02:27 |
| Last Modified: | 21 Sep 2023 02:27 |
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