Corporate Image and Brand Identification of Islamic Banks: The Perspective of Customers

Osman, Ismah; Ali, Husniyati; Mokhtar, Imani; Setapa, Fatimah; Malek, Ahmad Baihaqi Abd

doi:10.1007/978-981-287-426-9_26

Cited by 4 publications

(3 citation statements)

References 30 publications

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“…This marketization of the religious institution shifts it from the sacred to the profane, thus making it more accessible and market-friendly (Durkheim, 2008;Gruber and Hungerman, 2008;Redden, 2015;Stolz and Usunier, 2018;Shabbir, 2019). We observe this within the context of IFIs using the profiles of their Shariah-boards and adherence to explicit religious prescriptions and proscriptions of consumption as part of the branding strategy to illustrate the strength and validity of the Islamic financial products on offer (Osman et al, 2016;Azma et al, 2018;Elseidi, 2018;Johan and Hussain, 2019). Most Islamic banks now have a full profile of their…”

Section: Secularity and Market Dynamicsmentioning

confidence: 92%

The branding of religious financial institutions in the UK: conversations with market actors within the Islamic financial sector

Kok

2020

JIMA

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Purpose We are beginning to observe the growth of Islamic finance beyond the borders of traditionally Islamic markets such as the Middle East and the Far East. The proliferation of such religious financial institutions in non-Islamic and more secular markets has raised some pertinent questions about how these quasi-religious institutions brand themselves in light of the need to balance the conflation of Islamic theology with that of financial economic principles. Design/methodology/approach The study adopts a process-based qualitative methodology proceeded with an initial data reduction-theoretical conceptualization of the extant literature. This is followed by data display via quote research of participants’ precepts and concludes with a synthesis the extant academic conceptualizations with empirical perspectives. Findings The findings highlight a framework explaining the interface between Islamic and non-Islamic participation on the branding of Islamic financial institutions in the UK. The findings also set forth a need for consideration of non-religious and purely economic participation in the Islamic financial system in light of branding. Originality/value This study derives its incremental contribution by extending the extant academic literature on the branding and consumption of Islamic financial products and services within non-Islamic and secular markets. Furthermore, by adopting a multi-disciplinary, qualitative lens and engaging pertinent individuals within the field, the study provides a rich framework from which to explore the branding of these quasi-religious institutions and the interface between religious and non-religious consumption. This framework puts forth to the leaders of Islamic financial institutions of the between- and within-group interactions in terms of religio-financial consumption and branding.

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Section: Secularity and Market Dynamicsmentioning

confidence: 92%

The branding of religious financial institutions in the UK: conversations with market actors within the Islamic financial sector

Kok

2020

JIMA

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“…Brand identification is also defined as customers' "perceived state of oneness with a specific brand" (Stokburger-Sauer et al, 2012:407). Furthermore, customers identify with a specific brand when there is a clear distinctiveness (Osman et al, 2016). Moreover, brand identification is when customers demonstrate their belongingness to a trusted brand (Becerra & Badrinarayanan, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Moreover, given the technological astuteness of Generation Y customers specifically, they are more likely to identify with more innovative retail banks such as Capitec and FNB (FaNews, 2020; Malinga, 2019). Furthermore, the perceived attractiveness of a brand will lead to a higher level of identification with a brand (Osman et al, 2016). Therefore, retail banks must ensure that they offer superior quality and reliable products and services to increase the level of identification among customers.…”

Section: Literature Reviewmentioning

confidence: 99%

Generation Y consumers’ perceived brand personality of South African retail banks

Deventer

Shezi

2021

Banks and Bank Systems

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Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to support based on self-identification. As such, this study’s aim is to investigate the bank identification and perceived brand personality dimensions of retail banks among the profitable and significantly sized Generation Y banking market. For this study, a non-probability convenience sample of 300 Generation Y banking customers was used. A self-administered questionnaire was developed for data collection. The results of the study suggest that Generation Y customers perceive their chosen retail bank as successful, sophisticated, sincere, rugged, community driven and classic. Moreover, the results showed that the brand personality dimensions of community driven and successfulness are mostly related to the identification of Generation Y customers with their retail bank brand. Customers who easily identify with their retail bank brand bring financial benefits to the bank, as these customers remain loyal to the brand. The results provide insights that can help retail banks to better understand their current brand personality perceptions, which is important given that brand personality can improve bank brand identification among customers.

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Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence

Hamid

Jusoh

Maulan

2020

International Journal of Management Studies

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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.

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Corporate Image and Brand Identification of Islamic Banks: The Perspective of Customers

Cited by 4 publications

References 30 publications

The branding of religious financial institutions in the UK: conversations with market actors within the Islamic financial sector

The branding of religious financial institutions in the UK: conversations with market actors within the Islamic financial sector

Generation Y consumers’ perceived brand personality of South African retail banks

Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence

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