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/ http://irep.iium.edu.my/53402/ 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

id	iium-53402
recordtype	eprints
spelling	iium-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 PeerReviewed 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. E-ISSN 2462-1420 http://journals.iium.edu.my/enmjournal/index.php/enmj/article/view/376/221
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
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/ http://irep.iium.edu.my/53402/ 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
first_indexed	2023-09-18T21:15:34Z
last_indexed	2023-09-18T21:15:34Z
_version_	1777411538747916288

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

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