Functional Brand Attributes and the Corporate Brand Image of Islamic Banking Institutions
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 12
Abstract
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.
Authors and Affiliations
Siti Ngayesah Ab Hamid, Wan Jamaliah Wan Jusoh, Suharni Maulan
Keywords
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- EP ID EP597156
- DOI 10.6007/IJARBSS/v8-i12/5443
- Views 58
- Downloads 0
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