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Halal brand awareness influence on consumers’ loyalty towards Islamic banking system

Majority of consumers are still unable to distinguish between Islamic and conventional banks despite their awareness of the Islamic banking existence. In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to create brand...

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Main Authors: Maulan, Suharni, Omar, Nor Asiah
Format: Conference or Workshop Item
Language:English
Published: 2015
Subjects:
BP173.75 Islam and economics
H Social Sciences (General)
HG1501 Banking
HJ Public Finance
Online Access:http://irep.iium.edu.my/48566/1/48566.pdf
http://irep.iium.edu.my/48566/
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spelling my.iium.irep.485662016-05-23T02:33:20Z http://irep.iium.edu.my/48566/ Halal brand awareness influence on consumers’ loyalty towards Islamic banking system Maulan, Suharni Omar, Nor Asiah BP173.75 Islam and economics H Social Sciences (General) HG1501 Banking HJ Public Finance Majority of consumers are still unable to distinguish between Islamic and conventional banks despite their awareness of the Islamic banking existence. In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to create brand equity, an asset that provides companies with sustainable competitive advantages. This concern is critical to be addressed particularly in a dual banking environment such as in Malaysia, where consumers have choices between the Islamic and the conventional banking system. Accordingly, this paper aims to investigate the influence of halal brand awareness on consumers’ loyalty towards Islamic banking system. The model also includes brand loyalty as it is the core asset of brand equity. Using survey method, a data of 454 respondents have been analyzed using PLS-SEM. Interestingly, the findings shows that halal brand awareness shows greater influence than brand loyalty on consumers’ loyalty towards Islamic banking system. Thus, Islamic banks’ managers must operationalize effective marketing communication strategies by promoting the Islamic banking products with simplicity so as to facilitate greater consumers’ understanding. Its significance is not merely for organizational competitiveness, but more importantly is to ensure that in the long run the Islamic banking industry remains resilient. 2015 Conference or Workshop Item REM application/pdf en http://irep.iium.edu.my/48566/1/48566.pdf Maulan, Suharni and Omar, Nor Asiah (2015) Halal brand awareness influence on consumers’ loyalty towards Islamic banking system. In: Kuala Lumpur International Business and Social Science Research Conference (KLIBSRC) 2015, 7th-8th Aug. 2015, Universiti Kuala Lumpur, Kuala Lumpur.
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic BP173.75 Islam and economics
H Social Sciences (General)
HG1501 Banking
HJ Public Finance
spellingShingle BP173.75 Islam and economics
H Social Sciences (General)
HG1501 Banking
HJ Public Finance
Maulan, Suharni
Omar, Nor Asiah
Halal brand awareness influence on consumers’ loyalty towards Islamic banking system
description Majority of consumers are still unable to distinguish between Islamic and conventional banks despite their awareness of the Islamic banking existence. In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to create brand equity, an asset that provides companies with sustainable competitive advantages. This concern is critical to be addressed particularly in a dual banking environment such as in Malaysia, where consumers have choices between the Islamic and the conventional banking system. Accordingly, this paper aims to investigate the influence of halal brand awareness on consumers’ loyalty towards Islamic banking system. The model also includes brand loyalty as it is the core asset of brand equity. Using survey method, a data of 454 respondents have been analyzed using PLS-SEM. Interestingly, the findings shows that halal brand awareness shows greater influence than brand loyalty on consumers’ loyalty towards Islamic banking system. Thus, Islamic banks’ managers must operationalize effective marketing communication strategies by promoting the Islamic banking products with simplicity so as to facilitate greater consumers’ understanding. Its significance is not merely for organizational competitiveness, but more importantly is to ensure that in the long run the Islamic banking industry remains resilient.
format Conference or Workshop Item
author Maulan, Suharni
Omar, Nor Asiah
author_facet Maulan, Suharni
Omar, Nor Asiah
author_sort Maulan, Suharni
title Halal brand awareness influence on consumers’ loyalty towards Islamic banking system
title_short Halal brand awareness influence on consumers’ loyalty towards Islamic banking system
title_full Halal brand awareness influence on consumers’ loyalty towards Islamic banking system
title_fullStr Halal brand awareness influence on consumers’ loyalty towards Islamic banking system
title_full_unstemmed Halal brand awareness influence on consumers’ loyalty towards Islamic banking system
title_sort halal brand awareness influence on consumers’ loyalty towards islamic banking system
publishDate 2015
url http://irep.iium.edu.my/48566/1/48566.pdf
http://irep.iium.edu.my/48566/
_version_ 1643613386338992128
score 13.211869

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