Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence
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...
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| Format: | Article |
| Language: | English |
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UUM Press
2020
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| Online Access: | https://repo.uum.edu.my/id/eprint/29284/1/IJMS%2027%2001%202020%2049-72.pdf |
| _version_ | 1803629627727413248 |
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| author | Ab Hamid, Siti Ngayesah Wan Jusoh, Wan Jamaliah Maulan, Suharni |
| author_facet | Ab Hamid, Siti Ngayesah Wan Jusoh, Wan Jamaliah Maulan, Suharni |
| author_sort | Ab Hamid, Siti Ngayesah |
| collection | UUM |
| description | 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 images antecedents and the consequence also shows the importance of managing the Islamic bank corporate communication. |
| first_indexed | 2024-07-04T06:40:52Z |
| format | Article |
| id | uum-29284 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:40:52Z |
| publishDate | 2020 |
| publisher | UUM Press |
| record_format | dspace |
| spelling | uum-292842023-03-16T07:50:07Z https://repo.uum.edu.my/id/eprint/29284/ Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence Ab Hamid, Siti Ngayesah Wan Jusoh, Wan Jamaliah Maulan, Suharni HG Finance 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 images antecedents and the consequence also shows the importance of managing the Islamic bank corporate communication. UUM Press 2020 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/29284/1/IJMS%2027%2001%202020%2049-72.pdf Ab Hamid, Siti Ngayesah and Wan Jusoh, Wan Jamaliah and Maulan, Suharni (2020) Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence. International Journal of Management Studies (IJMS), 27 (1). pp. 49-72. ISSN 2180-2467 https://doi.org/10.32890/ijms.27.1.2020.7524 |
| spellingShingle | HG Finance Ab Hamid, Siti Ngayesah Wan Jusoh, Wan Jamaliah Maulan, Suharni Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence |
| title | Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence |
| title_full | Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence |
| title_fullStr | Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence |
| title_full_unstemmed | Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence |
| title_short | Corporate Brand Image of Islamic Bank in Malaysia: Antecedents and Consequence |
| title_sort | corporate brand image of islamic bank in malaysia antecedents and consequence |
| topic | HG Finance |
| url | https://repo.uum.edu.my/id/eprint/29284/1/IJMS%2027%2001%202020%2049-72.pdf |
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