Open AccessCORPORATE BRAND IMAGE OF ISLAMIC BANK IN MALAYSIA: ANTECEDENTS AND CONSEQUENCE
Author(s) -
Siti Ngayesah Ab Hamid,
Wan Jamaliah Wan Jusoh,
Suharni Maulan
Publication year - 2020
Publication title -
international journal of management studies/international journal of management studies
Language(s) - English
Resource type - Journals
eISSN - 2232-1608
pISSN - 2180-2467
DOI - 10.32890/ijms.27.1.2020.7524
Subject(s) - business , corporate branding , structural equation modeling , islam , brand loyalty , loyalty , brand image , marketing , loyalty business model , brand equity , advertising , service (business) , computer science , philosophy , theology , service quality , machine learning
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.