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Brand attributes, corporate brand image and customer loyalty of Islamic banks in Malaysia

Siti Ngayesah Ab Hamid (Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Suharni Maulan (Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, Kuala Lumpur, Malaysia)
Wan Jamaliah Wan Jusoh (Zara Aman LLP, Selangor, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 16 September 2022

Issue publication date: 18 October 2023




The purpose of this study is to empirically examine the antecedents and consequences of corporate brand image in the context of Islamic banks in Malaysia. The antecedents of corporate brand image are divided into three categories which are functional brand attribute, emotional brand attribute and spiritual brand attribute. The consequence of corporate brand image on the other hand is loyalty.


A self-administered survey was used to collect data from experienced Islamic banking customers. A total of 281 questionnaires were analysed using Partial Least Square-Structural Equation Modeling.


This study found a significant relationship between some aspects of the brand attributes and corporate brand image. Corporate brand image, in turn, influences customer loyalty.

Research limitations/implications

These findings contribute to the understanding that in the context of Islamic banks, the corporate brand image is not only influenced by the functional and emotional aspects, but also the spiritual aspect especially factors related to beliefs. Practically, this study provides insight to the management on the aspects valued by customers in regards to their bank, which could be used to guide Islamic bank positioning strategy.


The concept of corporate brand image has been explored from the perspective of functional and emotional aspects only. This study offers a new attribute influencing corporate brand image in the Islamic banking context, which is the spiritual brand attribute.



Ab Hamid, S.N., Maulan, S. and Wan Jusoh, W.J. (2023), "Brand attributes, corporate brand image and customer loyalty of Islamic banks in Malaysia", Journal of Islamic Marketing, Vol. 14 No. 10, pp. 2404-2428.



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