Measuring the Spiritual Brand Attribute of Islamic Banks
Islamic banking institutions are different from their conventional counterparts as they
incorporate religious and spiritual values in their operations. Despite this significant
difference, few studies have investigated this spiritual aspect especially from the
perspective of the brand. The main purpose of this study is to develop a valid and
reliable scale to measure the spiritual brand attribute of Islamic banks. Based on the
result of the interviews and review of literature, 28 items were proposed and analysed
using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). A
total of 14 items remain on the final scale classified in three dimensions which are
beliefs, ethics, and corporate social responsibility (CSR). The new brand attribute scale
is different from the existing scale as it focuses mainly on the spiritual and religious
aspect incorporated into the Islamic banking brand.
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