International Journal of Academic Research in Business and Social Sciences

search-icon

Functional Brand Attributes and the Corporate Brand Image of Islamic Banking Institutions

Open access
Building a favourable corporate brand image is crucial in determining the long term success of businesses, especially in the service sector. Although various studies have been conducted on the image of conventional institution, limited studies could be found in trying to understand the image of an organisation incorporating Islamic values. Therefore, this study aims to review the factors influencing the corporate brand image of Islamic banking institutions, which are the functional brand attributes. Details on the functional brand attributes of Islamic banking institutions, which is measured by contact personnel, access to service and product offerings and its relationship with the overall corporate brand image, is provided. Based on the reviews of literature, a model depicting the relationship between the construct is proposed, and hypothesis is developed.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on a value of a brand name. New York: The Free Press.
Ahmad, K., Rustam, G. A., & Dent, M. M. (2011). Brand preference in Islamic banking. Journal of Islamic Marketing, 2(1), 74–82.
Ahmad, M. (2007). The Attitude of Bank Customers and Professional Bankers towards Islamic and Conventional Banks in Bangladesh. In Islamic Banking and Finance: Fundamentals and Contemporary Issues (pp. 169–196). Jeddah: Islamic Development Bank. Retrieved from http://www.ses.ac.ir/files/takmili/islamic_econ./islamic_banking/222.pdf#page=203
Al-Tamimi, H. A. H., Lafi, A. S., & Uddin, M. H. (2009). Bank Image in the UAE: Comparing Islamic and Conventional Banks. Journal of Financial Services Marketing, 14(3), 232–244.
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7–23.
Anisimova, T. (2014). Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective. Qualitative Market Research: An International Journal, 17(4), 441–463.
Aranda, E., Gómez, M., & Molina, A. (2015). Consumers’ brand images of wines: Differences between two leading Spanish denominations of origin. British Food Journal, 117(8), 2057–2077.
Arpan, L. M., Raney, A. A., & Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97–113.
Ashraf, S., Robson, J., & Sekhon, Y. (2015). Consumer trust and confidence in the compliance of Islamic banks. Journal Of Financial Services Marketing, 20(2), 133–144.
Awan, H. M., & Bukhari, K. S. (2011). Customer’s criteria for selecting an Islamic bank: evidence from Pakistan. Journal of Islamic Marketing, 2(1), 14–27.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94–104.
Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32–43.
Biel, A. L. (1993). Converting image into equity. In Brand Equity & Advertising: Advertising’s Role in Building Strong Brands (pp. 67–82). New Jersey: Lawrence Erlbaum Associates. Retrieved from https://books.google.com.my/books?hl=en&lr=&id=mRbhAQAAQBAJ&oi=fnd&pg=PA67&dq=converting+image+into+equity&ots=WY_z8sd62v&sig=JF528RZuz32jYecqn-I4TZeP4zQ&redir_esc=y#v=onepage&q=converting image into equity&f=false
Bravo, R., Montaner, T., & Pina, J. M. (2010). Corporate brand image in retail banking: development and validation of a scale. The Service Industries Journal, 30(8), 1199–1218.
Chen, C.-C., Chen, P.-K., & Huang, C.-E. (2012). Brands and consumer behavior. Social Behavior & Personality: An International Journal, 40(1), 105–114.
Chong, B. S., & Liu, M. H. (2009). Islamic banking: Interest-free or interest-based? Pacific Basin Finance Journal, 17(1), 125–144.
Chung, K., Yu, J.-E., Kim, W., & Shin, J.-I. (2016). The antecedent and consequences of brand image in a low-priced cosmetic brand of South Korea: the moderating effect of gender. International Journal of U- and e- Service, Science and Technology, 9(2), 175–184.
Da Silva, R. V., & Syed Alwi, S. F. (2006). Cognitive, affective attributes and conative, behavioural responses in retail corporate branding. Journal of Product & Brand Management, 15(5), 293–305.
Da Silva, R. V., & Syed Alwi, S. F. (2008). Online corporate brand images and consumer loyalty. Brand Management, 16(3), 119–144.
Devlin, J. F., Ennew, C. T., & Mirza, M. (1995). Organizational Positioning in Retail Financial Services. Journal of Marketing Management, 11(1–3), 119–132.
DiMingo, E. (1987). The fine art of positioning. The Journal of Business Strategy, 9(2), 34–38.
Dowling, G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15, 10
In-Text Citation: (Hamid, Jusoh, & Maulan, 2018)
To Cite this Article: Hamid, S. N. A., Jusoh, W. J. W., & Maulan, S. (2018). Functional Brand Attributes and the Corporate Brand Image of Islamic Banking Institutions. International Journal of Academic Research in Business and Social Sciences, 8(12), 2326–2334.