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/ http://irep.iium.edu.my/48566/1/48566.pdf

id	iium-48566
recordtype	eprints
spelling	iium-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 NonPeerReviewed 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.
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
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/ http://irep.iium.edu.my/48566/1/48566.pdf
first_indexed	2023-09-18T21:08:52Z
last_indexed	2023-09-18T21:08:52Z
_version_	1777411117184712704

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

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