CORPORATE BRAND IMAGE OF ISLAMIC BANK IN MALAYSIA: ANTECEDENTS AND CONSEQUENCE

  • Siti Ngayesah Ab Hamid Faculty of Economics and Management, Universiti Kebangsaan Malaysia
  • Wan Jamaliah Wan Jusoh International Islamic University Malaysia
  • Suharni Maulan

Abstract

The role of corporate brand image in influencing the survival of companies has never been underestimated. Because of this, this study intends to examine the antecedents and the consequence of corporate brand image towards customer behaviour. A model proposing firms and non-firms communication as the antecedents and loyalty as the consequence was proposed. One hundred and sixty-eight (168) questionnaires were collected and data was analysed based on the Partial Least Square-Structural Equation Modeling (PLS-SEM). The result of the study revealed that both firm and non-firm communication play a significant role in shaping the corporate brand image of an Islamic bank, especially in Malaysia. Corporate brand image on the other hand was also found to influence customers’ loyalty. These findings have broadened the understanding of the corporate brand image’s antecedents and the consequence also shows the importance of managing the Islamic bank corporate communication. 

 

Published
2020-07-23
How to Cite
AB HAMID, Siti Ngayesah; WAN JUSOH, Wan Jamaliah; MAULAN, Suharni. CORPORATE BRAND IMAGE OF ISLAMIC BANK IN MALAYSIA: ANTECEDENTS AND CONSEQUENCE. International Journal of Management Studies, [S.l.], v. 27, n. 1, p. 49-72, july 2020. ISSN 2180-2467. Available at: <http://e-journal.uum.edu.my/index.php/ijms/article/view/7524>. Date accessed: 20 sep. 2020.