Consumers’ loyalty toward Islamic banking system: does halal brand awareness matter?

• Main Author: Maulan, Suharni
• Format: Article
• Language: English; English
• Published: IIUM Press 2016
• Subjects: HG1501 Banking
• Online Access: http://irep.iium.edu.my/53402/1/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system.pdf; http://irep.iium.edu.my/53402/7/53402_Consumers%E2%80%99%20loyalty%20toward%20Islamic%20banking%20system_WoS.pdf; http://irep.iium.edu.my/53402/; http://journals.iium.edu.my/enmjournal/index.php/enmj/article/view/376/221

In a competitive market structure, brand awareness helps to create a basis of trust and acceptance. Brand awareness is the first step to creating brand equity, an asset that provides companies with sustainable competitive advantages. However, in the Islamic banking context, the majority of consumers...