Creating a Conceptual Framework for Corporate Brand Positioning

Kuuru, Tiina-Kaisa; Tuominen, Pekka

doi:10.1007/978-3-319-22593-7_13

Cited by 1 publication

(1 citation statement)

References 33 publications

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“…Scholars argued that image is an important aspect of a powerful brand (Hosany, Ekinci, & Uysal, 2006) and plays a crucial role in the development of brand equity (Ansary & Nik Hashim, 2018;Shabbir, Khan, & Khan, 2017). In a competitive market, creating an image is said to be part of a positioning strategy (Kuuru & Tuominen, 2016) to differentiate an offering or a company from competitors (Bălășescu, 2019). In the case of intangible service, or a parity product, image is used to define a product in consumers' minds, and able to influence selection and intention to purchase (Michaelidou, Micevski, & Cadogan, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

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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