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Islamic banking adoption: invoking the congruity paradigm

Adil Zahoor (Department of Management Studies, Islamic University of Science and Technology, Awantipora, India)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 5 June 2024




This study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to adopt Islamic banking services.


The authors use primary data collected through a structured questionnaire from 375 Malaysian bank customers. The scales were tested for psychometric soundness before the final data analysis. The authors examined the hypothesized linkages in the AMOS software package through structural equation modeling.


Customers’ actual self, ideal self and social self-congruity significantly predict their intention to adopt Islamic banking. However, the impact of actual self-congruity on Islamic banking adoption is stronger for publicly self-conscious customers. In contrast, public self-consciousness dampens the effect of ideal and social self-congruity on Islamic banking adoption.


Digressing from the conventional utilitarian position, this study offers a novel contribution to the Islamic banking literature by presenting an identity perspective of the determinants of Islamic banking adoption. The primary highlight of this study is the deployment of the congruity theory to emphasize the role of the customer’s self-concept in explaining her intention to adopt Islamic banking services.



Conflict of interest: The authors have no conflict of interest to report regarding the research reported in this article.

Funding: No funding has been received to conduct or publish this research.


Zahoor, A. (2024), "Islamic banking adoption: invoking the congruity paradigm", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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