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Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?

In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to creating brand equity, an asset that provides companies with sustainable competitive advantages. However, in the Islamic banking context, the majority of consumers...

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Main Author: Maulan, Suharni
Format: Article
Language:English
English
Published: IIUM Press 2016
Subjects:
HG1501 Banking
Online Access:http://irep.iium.edu.my/53402/1/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system.pdf
http://irep.iium.edu.my/53402/7/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system_WoS.pdf
http://irep.iium.edu.my/53402/
http://journals.iium.edu.my/enmjournal/index.php/enmj/article/view/376/221
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spelling my.iium.irep.534022017-10-03T06:31:50Z http://irep.iium.edu.my/53402/ Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter? Maulan, Suharni HG1501 Banking In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to creating brand equity, an asset that provides companies with sustainable competitive advantages. However, in the Islamic banking context, the majority of consumers are still unable to distinguish between Islamic and conventional banks despite their awareness of the Islamic banking existence. 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 systems. Accordingly, this paper aims at investigating the influence of hạlāl brand awareness on consumer loyalty toward the Islamic banking system. The model also includes brand loyalty as it is the core asset of brand equity. Using survey method, data of 454 respondents have been analyzed using PLS-SEM. The findings reveal that hạlāl brand awareness shows greater influence on consumer loyalty toward the Islamic banking system than brand loyalty. Thus, Islamic bank managers must operationalize effective marketing communication strategies by promoting the Islamic banking products with simplicity to facilitate greater consumer understanding. This is not merely for enhancing organizational competitiveness, but more importantly is to ensure long term Islamic banking industry resilience. IIUM Press 2016 Article REM application/pdf en http://irep.iium.edu.my/53402/1/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system.pdf application/pdf en http://irep.iium.edu.my/53402/7/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system_WoS.pdf Maulan, Suharni (2016) Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter? International Journal of Economics, Management and Accounting, 24 (2). pp. 209-226. http://journals.iium.edu.my/enmjournal/index.php/enmj/article/view/376/221
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
English
topic HG1501 Banking
spellingShingle HG1501 Banking
Maulan, Suharni
Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
description In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to creating brand equity, an asset that provides companies with sustainable competitive advantages. However, in the Islamic banking context, the majority of consumers are still unable to distinguish between Islamic and conventional banks despite their awareness of the Islamic banking existence. 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 systems. Accordingly, this paper aims at investigating the influence of hạlāl brand awareness on consumer loyalty toward the Islamic banking system. The model also includes brand loyalty as it is the core asset of brand equity. Using survey method, data of 454 respondents have been analyzed using PLS-SEM. The findings reveal that hạlāl brand awareness shows greater influence on consumer loyalty toward the Islamic banking system than brand loyalty. Thus, Islamic bank managers must operationalize effective marketing communication strategies by promoting the Islamic banking products with simplicity to facilitate greater consumer understanding. This is not merely for enhancing organizational competitiveness, but more importantly is to ensure long term Islamic banking industry resilience.
format Article
author Maulan, Suharni
author_facet Maulan, Suharni
author_sort Maulan, Suharni
title Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
title_short Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
title_full Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
title_fullStr Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
title_full_unstemmed Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?
title_sort consumers’ loyalty toward islamic banking system: does halal brand awareness matter?
publisher IIUM Press
publishDate 2016
url http://irep.iium.edu.my/53402/1/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system.pdf
http://irep.iium.edu.my/53402/7/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system_WoS.pdf
http://irep.iium.edu.my/53402/
http://journals.iium.edu.my/enmjournal/index.php/enmj/article/view/376/221
_version_ 1643614344718581760
score 13.211869

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