1. UKM Learning and Research Repository
2. PHD Thesis / Tesis PHD
3. Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

Title:	The creation of Islamic bank's equity and loyalty to Islamic banking system
Authors:	Suharni Maulan (ZP00063)
Supervisor:	Nor Asiah Omar, Prof. Dr.
Keywords:	Islamic Banking Finance-Religious aspects-Islam
Issue Date:	24-Jul-2014
Description:	The purpose of this study is to examine the creation of Islamic bank's brand equity and its influence on consumers’ loyalty towards the Islamic banking system. Following the liberalization of Islamic banking industry, Islamic banks need to create strong brand equity in order to achieve long run sustainability. Besides, strong brand equity is also crucial since in most countries, including Malaysia, Islamic banking and conventional banking systems co-exist. Therefore, to investigate the issues, this study integrates four theoretical approaches: Tawhidic paradigm, service-dominant (S-D) logic perspective, customer-based brand equity (CBBE) theory and institutional theory. Founded on these theories, five dimensions of Islamic bank's brand equity were identified: halal brand awareness, halal brand association, perceived service quality, halal brand legitimacy and brand loyalty. The study also examined the influence of Islamic bank's brand equity on consumers’ loyalty towards the Islamic banking system. Using questionnaire as its main instrument, 530 respondents from adult consumers (above 18 years old) who have account(s) with Islamic bank(s) and live or work within Kuala Lumpur and Selangor had participated in the survey. The data is analyzed using Structural Equation Modelling of Partial Least Squares (PLS-SEM). The findings show that halal brand legitimacy and brand loyalty has positive and significant influences on Islamic bank’s brand equity. Meanwhile, halal brand awareness, halal brand association and perceived service quality indirectly influence Islamic bank’s brand equity through their positive and significant relationships with halal brand legitimacy and brand loyalty. The study also found that Islamic bank’s brand equity has positive and significant affect on consumers’ loyalty towards the Islamic banking system. In addition, the study too established evidence on the validity of the three-dimension model of halal brand association proposed. The dimensions are: Shariah-compliant association, God-consciousness association and corporate social responsibility (CSR) association. From theoretical perspective, the integration of theories from various fields (Islamic banking, marketing, branding and sociology) offered significant contributions in understanding brand equity concept particularly in the Islamic banking context. Meanwhile, the study findings provide insights for Islamic banking practitioners and policy makers in developing effective strategies for creating strong brand equity to ensure the survival of the organization as well as to assist the government’s efforts to promote Malaysia to become an international Islamic finance hub.,PhD / Doktor Falsafah
Pages:	263
Call Number:	BP173.75.S8346 2014
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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