The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi

The development of Islamic banks in Malaysia is increasingly challenging with more banks offering products and services based on Islamic principles. Hence, this study explores customers' perception towards corporate image and its impact on selfexpressive value, brand distinctiveness, brand attr...

Full description

Bibliographic Details
Main Authors:	Ali, Husniyati, Osman, 'Ismah, Syed Alwi, Sharifah Faigah
Format:	Research Reports
Language:	English
Published:	Research Management Institute (RMI) 2011
Subjects:	Banking Finance, Islamic
Online Access:	http://ir.uitm.edu.my/id/eprint/21558/ http://ir.uitm.edu.my/id/eprint/21558/1/LP_HUSNIYATI%20ALI%20RMI%2011_5.pdf

id	uitm-21558
recordtype	eprints
spelling	uitm-215582018-10-01T08:09:41Z http://ir.uitm.edu.my/id/eprint/21558/ The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi Ali, Husniyati Osman, 'Ismah Syed Alwi, Sharifah Faigah Banking Finance, Islamic The development of Islamic banks in Malaysia is increasingly challenging with more banks offering products and services based on Islamic principles. Hence, this study explores customers' perception towards corporate image and its impact on selfexpressive value, brand distinctiveness, brand attractiveness as well as brand identification towards their most preferred Islamic bank in Malaysia. Institutional theory as well as theory of social identification was exploited as the theoretical foundation for developing the conceptual model. Accordingly, data was collected firstly, through an exploratory study, through interviews with customers, Shari' ah supervisors, practitioners and lecturers in Islamic banking. Next, 'self-administered questionnaires were distributed among 600 customers of Islamic banks in Kuala Lumpur through purposive sampling, specifically in selected Islamic banks, shopping malls and stations of public transportation. Analysis of data was conducted through descriptive, exploratory and confirmatory factor analysis. Subsequently, structural equation modelling with 308 respondents was then conducted to test the hypothesized relationships among the constructs, as postulated in the model. Nine hypothesis links were supported, while eight were rejected. Results indicate that firstly, corporate image of Islamic banks are determined by institutional image and performative image. Performative image constitutes items including friendliness, reliability, honesty, security, achievement-orientation, leading-orientation, up-to-date and excitement. In consequence, institutional image constitutes god-consciousness, which includes items like being Islamic, humbleness, fairness and trustworthiness. Secondly, institutional image and performative image have impact on brand attractiveness. However, they do not have an impact on self-expressive value, brand distinctiveness and brand identification. Thirdly, self-expressive value has an impact on brand's attractiveness. Fourth, brand's attractiveness and brand's distinctiveness have an impact on consumers' identification with a brand. Fifth, brand's attractiveness has an impact on word of mouth, as well as brand loyalty. Sixth, consumers' identification with a brand has an impact on brand loyalty. It is hoped that this study would facilitate in developing corporate image in Islamic banks, due to intense competition from many players of the industry. Research Management Institute (RMI) 2011 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21558/1/LP_HUSNIYATI%20ALI%20RMI%2011_5.pdf Ali, Husniyati and Osman, 'Ismah and Syed Alwi, Sharifah Faigah (2011) The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi. [Research Reports] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Banking Finance, Islamic
spellingShingle	Banking Finance, Islamic Ali, Husniyati Osman, 'Ismah Syed Alwi, Sharifah Faigah The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
description	The development of Islamic banks in Malaysia is increasingly challenging with more banks offering products and services based on Islamic principles. Hence, this study explores customers' perception towards corporate image and its impact on selfexpressive value, brand distinctiveness, brand attractiveness as well as brand identification towards their most preferred Islamic bank in Malaysia. Institutional theory as well as theory of social identification was exploited as the theoretical foundation for developing the conceptual model. Accordingly, data was collected firstly, through an exploratory study, through interviews with customers, Shari' ah supervisors, practitioners and lecturers in Islamic banking. Next, 'self-administered questionnaires were distributed among 600 customers of Islamic banks in Kuala Lumpur through purposive sampling, specifically in selected Islamic banks, shopping malls and stations of public transportation. Analysis of data was conducted through descriptive, exploratory and confirmatory factor analysis. Subsequently, structural equation modelling with 308 respondents was then conducted to test the hypothesized relationships among the constructs, as postulated in the model. Nine hypothesis links were supported, while eight were rejected. Results indicate that firstly, corporate image of Islamic banks are determined by institutional image and performative image. Performative image constitutes items including friendliness, reliability, honesty, security, achievement-orientation, leading-orientation, up-to-date and excitement. In consequence, institutional image constitutes god-consciousness, which includes items like being Islamic, humbleness, fairness and trustworthiness. Secondly, institutional image and performative image have impact on brand attractiveness. However, they do not have an impact on self-expressive value, brand distinctiveness and brand identification. Thirdly, self-expressive value has an impact on brand's attractiveness. Fourth, brand's attractiveness and brand's distinctiveness have an impact on consumers' identification with a brand. Fifth, brand's attractiveness has an impact on word of mouth, as well as brand loyalty. Sixth, consumers' identification with a brand has an impact on brand loyalty. It is hoped that this study would facilitate in developing corporate image in Islamic banks, due to intense competition from many players of the industry.
format	Research Reports
author	Ali, Husniyati Osman, 'Ismah Syed Alwi, Sharifah Faigah
author_facet	Ali, Husniyati Osman, 'Ismah Syed Alwi, Sharifah Faigah
author_sort	Ali, Husniyati
title	The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
title_short	The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
title_full	The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
title_fullStr	The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
title_full_unstemmed	The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi
title_sort	effect of brand personality and brand identification on customer retention : examining islamic banking services in malaysia / husniyati ali, 'ismah osman and sharifah faigah syed alwi
publisher	Research Management Institute (RMI)
publishDate	2011
url	http://ir.uitm.edu.my/id/eprint/21558/ http://ir.uitm.edu.my/id/eprint/21558/1/LP_HUSNIYATI%20ALI%20RMI%2011_5.pdf
first_indexed	2023-09-18T23:06:49Z
last_indexed	2023-09-18T23:06:49Z
_version_	1777418538569433088

The effect of brand personality and brand identification on customer retention : examining Islamic banking services in Malaysia / Husniyati Ali, 'Ismah Osman and Sharifah Faigah Syed Alwi

Similar Items