Antecedents and consequences of corporate image: Conventional and Islamic banks
Article Sidebar
Main Article Content
Abstract
Islamic and conventional banks differ in basic philosophy and objectives although both perform the same service. This study used cognitive, affective, and conative sequence to examine antecedents and consequences of corporate image of conventional and Islamic banks in Pakistan. Self-administered questionnaires collected empirical data from 320 respondents. It was found that non-firm communication and corporate social responsibility significantly relate to brand familiarity and corporate image in case of Islamic banks. Brand familiarity significantly builds corporate image, which confirms the cognitive, affective, and conative sequence. Corporate image creates positive brand attitude and intention to use banking services. In case of conventional banks, only firm communication significantly relates to corporate image and brand familiarity. The relationship of corporate image with brand attitude and intention to use the service are similar to Islamic banks. This study can help banks to invest in building respective antecedents which can increase intention to use their services.
Downloads
Metrics
Article Details
A RAE compromete-se a contribuir com a proteção dos direitos intelectuais do autor. Nesse sentido:
- adota a licença Creative Commoms BY (CC-BY) em todos os textos que publica, exceto quando houver indicação de específicos detentores dos direitos autorais e patrimoniais;
- adota software de detecção de similaridades;
- adota ações de combate ao plagio e má conduta ética, alinhada às diretrizes do Committee on Publication Ethics (COPE)
References
Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7-8), 1048-1063. doi:10.1108/03090561211230197
Ahmad, A., Rehman, K., Saif, I., & Safwan, N. (2010). An empirical investigation of Islamic banking in Pakistan based on perception of service quality. African Journal of Business Management, 4(6), 1185-1193.
Ailawadi, K. L., Luan, Y. J., Neslin, S. A., & Taylor, G. A. (2011). The impact of retailers’ corporate social responsibility on price fairness perceptions and loyalty. Institut d‘economie industrielle. Retrieved from http://idei.fr/doc/conf/inra/2011/ailawadi%20kusum.pdf
Amin, M., Isa, Z., & Fontaine, R. (2013). Islamic banks: Contrasting the drivers of customer satisfaction on image, trust and loyalty of Muslim and non-Muslim customers in Malaysia. International Journal of Bank Marketing, 31(2), 79-97. doi:10.1108/02652321311298627
Balmer, J.M.T., & Greyser, S.A. (2003). Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing. London, UK: Routledge.
Balmer, J. M. T., & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7-8), 730-741. doi:10.1108/03090560610669964
Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45. doi:10.1016/j.jretconser.2010.09.003
Bravo, R., Montaner, T., & Pina, J. M. (2012). Corporate brand image of financial institutions: A consumer approach. Journal of Product and Brand Management, 21(4), 232- 245. doi:10.1108/10610421211246649
Bryman, A., & Bell, E. (2015). Business research methods. New York, NY: Oxford University Press.
Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing Management, 3(3), 8-18.
Castelo, M., & Lima, L. (2006). Communication of corporate social responsibility by Portuguese banks: A legitimacy theory perspective. Corporate Communications, 11(3), 232-248. doi:10.1108/13563280610680821
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706. doi:10.1080/02642060902793557
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed?. Journal of Service Research, 5(2), 113-124. doi:10.1177/109467002237494
Cornelissen, J. P., & Elving, W. J. L. (2003). Managing corporate identity: An integrative framework of dimensions and determinants. Corporate Communications: An International Journal, 8(2), 114-120. doi:10.1108/1356328031047553
Crane F. G. (1990). The need for corporate advertising in the financial services industry: A case study illustration. Journal of Services Marketing, 4(2), 31-37. doi:10.1108/EUM0000000002509
Darus, F., Fauzi, H., Purwanto, Y., Yusoff, H., Amran, A., Zain, M. M., ... and Nejati, M. (2014). Social responsibility reporting of Islamic banks: Evidence from Indonesia. International Journal of Business Governance and Ethics, 9(4), 356-380. doi:10.1504/IJBGE.2014.066275
Dawar, N. (1996). Extensions of broad brands: The role of retrieval in evaluations of fit. Journal of Consumer Psychology, 5(2), 189-207. doi:10.1207/s15327663jcp0502_05
de Leaniz, P. M. G., & del Bosque Rodríguez, I. R. (2016). Corporate image and reputation as drivers of customer loyalty. Corporate Reputation Review, 19(2), 166-178. doi:10.1057/crr.2016.2
Dichter, E. (1985). What’s in an image? Journal of Consumer Marketing, 2(1), 75-81. doi:10.1108/eb038824
Dusuki A. W & Abdullah N., (2007). Why do Malaysian customers patronize Islamic Banks? International Journal of Bank Marketing, 25(3), 142-160. doi:10.1108/02652320710739850
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263. doi:10.2307/2393235
Erol, C., Kaynak, E., & El-Bdour, R. (1990). Conventional and Islamic bank: Patronage behaviour of Jordanian customers. International Journal of Bank Marketing, 8(4), 25-35. doi:10.1108/02652329010004231
Evans, R. (1979). Bank selection: It all depends on the situation. Journal of Bank Research, 9(Winter), 242-245.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
Flavián, C., Torres, E., & Guinalíu, M. (2004). Corporate image measurement: A further problem for the tangibilization of Internet banking services. International Journal of Bank Marketing, 22(5), 366-384. doi:10.1108/02652320410549665
Gounaris S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306. doi:10.1057/palgrave.bm.2540174
Gounaris, S., Stathakopoulos, V., & Athanassopoulos, A. (2003). Antecedents to perceived service quality: An exploratory study in the banking industry. International Journal of Bank Marketing, 21(4), 168-190. doi:10.1108/02652320310479178
Gray, E. R., & Balmer, J. M. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-702. doi:10.1016/S0024-6301(98)00074-0
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis, (5 th Edition). Upper Saddle River, NJ: Prentice Hall.
Haniffa, R., & Hudaib, M. (2007). Exploring the ethical identity of Islamic banks via communication in annual reports. Journal of Business Ethics,76(1), 97-116. doi:10.1007/s10551-006-9272-5
Haron, S., Ahmad, N., & Planisek, S. L. (1994). Bank patronage factors of Muslim and non-Muslim customers. International Journal of Bank Marketing, 12(1), 32-40. doi:10.1108/02652329410049599
Hart, A. E., & Rosenberger, P. J. (2004). The effect of corporate image in the formation of customer loyalty: An Australian replication. Australian Marketing Journal, 12(3), 88-96. doi:10.1016/S1441- 3582(04)70109-3
Hsiong-Ming, L., Ching-Chi, L., & Cou-Chen, W. (2011). Brand image strategy affects brand equity after M & A. European Journal of Marketing, 45(7-8), 1091-111. doi:10.1108/03090561111137624
Hussain, I. A., Ishak, N. A., Daud, N., & Yunus, N. (2014). Impact of organizational image in determining the level of engagement among commercial banks’ employees. In Proceedings of the 1st AAGBS International Conference on Business Management 2014 (pp. 117-126). Singapore: Springer.
Iqbal, M. & Molyneux, P. (2005). Thirty years of Islamic banking: History, performance and prospects. New York, NY: Palgrave Macmillan.
Islamic Banking Bulletin. (2016). Islamic Banking Department, State Bank of Pakistan. Retrieved from https://ceif.iba.edu.pk/pdf/islamic-banking-bulletin-december2016.pdf
Johnson, M., & Zinkhan, G. M. (1990). Defining and measuring company image. In Proceedings of the 1990 Academy of Marketing Science Annual Conference (pp. 346-350). Cham, Switzerland: Springer International Publishing.
Kaurav, R. P. S., Paul, J., & Chowdhary, N. (2015). Effect of internal marketing on hotels: Empirical evidence for internal customers. International Journal of Hospitality & Tourism Administration, 16(4), 311-330. doi:10.1080/15256480.2015.1090247
Khattak, N. A., & Rehman, K. (2010). Customer satisfaction and awareness of Islamic banking system in Pakistan. African Journal of Business Management, 4(5), 662-671.
Kim, K. (2006). Managing corporate brand image through sports sponsorship: Impacts of sponsorship on building consumer perceptions of corporate ability and social responsibility. Doctoral thesis, University of Texas, Austin, TX.
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York, NY: Guilford Press.
Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453. doi:10.1016/j.jbusres.2006.09.030
Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423-429. doi:10.1016/j.jbusres.2003.07.001
LeBlanc, G., & Nguyen, N. (1996). Cues used by customers evaluating corporate image in service firms: An empirical study in financial institutions. International Journal of Service Industry Management, 7(2), 44-56. doi:10.1108/09564239610113460
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16-32.
Lindgreen, A., & Swaen, V. (2010). Corporate social responsibility. International Journal of Management Reviews, 12(1), 1-7. doi:10.1111/ j.1468-2370.2009.00277.x
Maali, B., Casson, P., & Napier, C. (2006). Social reporting by Islamic banks. Abacus, 42(2), 266-289. doi:10.1111/j.1467- 6281.2006.00200.x
Memon, N. A. (2007). Islamic banking: Present and future challenges. Journal of Management and Social Sciences, 3(1), 1-10.
Metawa, S. A., & Almossawi, M. (1998). Banking behavior of Islamic bank customers: Perspectives and implications. International Journal of Bank Marketing, 16(7), 299-313. doi:10.1108/02652329810246028
Mokhtar, H. S. A., Abdullah, N., & Alhabshi, S. M. (2008). Efficiency and competition of Islamic banking in Malaysia. Humanomics, 24(1), 28- 48. doi:10.1108/08288660810851450
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3 rd ed.). New York, NY: McGraw-Hill.
Obaid, A. (2013). Changes in the pay structures and systems in the banking sector of Pakistan: Implications for a differentiated workforce and the employee psychological contract. Doctoral thesis. The University of Manchester.
O’Cass, A., & Grace D. (2003). An exploratory perspective of service brand associations. Journal of Services Marketing, 17(5), 452-475. doi:10.1108/08876040310486267
O’Cass, A., & Grace, D. (2004). Exploring consumer experiences with a service brand. Journal of Product & Brand Management, 13(4), 257- 268. doi:10.1108/10610420410546961
Osman, I., Alwi, S. F. S., Mokhtar, I., Ali, H., Setapa, F., Muda, R., & Rahim, A. R. A. (2015). Integrating institutional theory in determining corporate image of Islamic banks. Procedia-Social and Behavioral Sciences, 211(Nov), 560-567. doi:10.1016/j.sbspro.2015.11.074
Raza, S. A., & Hanif, N. (2013). Factors affecting internet banking adoption among internal and external customers: A case of Pakistan. International Journal of Electronic Finance, 7(1), 82-96. doi:10.1504/IJEF.2013.051746
Richardson, B. A., & Robinson, C. G. (1986). The impact of internal marketing on consumer service in a retail bank. International Journal of Bank Marketing, 4(5), 3-30. doi:10.1108/eb010791
Ruth, J., & Simonin, B. (2003). “Brought to you by brand A and brand B”: Investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19-30.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research methods for business students. Essex, UK: Pearson Education Limited.
Shee, P. S. B., & Abratt, R. (1989). A new approach to the corporate image management process. Journal of marketing management, 5(1), 63-76. doi:10.1080/0267257X.1989.9964088
Shukla, A., Sharma, N. K., & Swami, S. (2010). Website characteristics, user characteristics and purchase intention: Mediating role of website satisfaction. International Journal of Internet Marketing and Advertising, 6(2), 142-167. doi:10.1504/IJIMA.2010.032479
Siddiqui, M. N. (2004). Riba, bank interest and the rationale of its prohibition. Jeddah: Islamic Research and Training Institute.
Souiden, N., Kassin, N. M., & Hong, H.J. (2006). The effect of corporate branding dimensions on consumers’ product evaluation. A cross-cultural analysis. European Journal of Marketing, 40(7-8), 825-845. doi:10.1108/03090560610670016
State Bank of Pakistan. (2014). Strategic plan: Islamic banking industry of Pakistan 2014-2018. Islamic banking department of State Bank of Pakistan. Retrieved from http://www.sbp.org.pk/departments/pdf/StrategicPlanPDF/Strategy%20Paper-Final.pdf
Usmani, M. T. (1998). An Introduction to Islamic Finance. Karachi: Idaratul Ma’arif.
Van Riel, C. B. M. (1997). Research in corporate communication: An overview of an emerging field. Management Communication Quarterly, 11(2), 288-309. doi:10.1177/0893318997112005
Van Riel, A., Lemmink, J., & Ouwersloot, H. (2001). Consumer evaluations of service brand extensions. Journal of Service Research, 3(3), 220-231. doi:10.1177/109467050133003
Villarejo-Ramos, A. F., & Sánchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431-444. doi:10.1057/palgrave.bm.2540238
Whetten, D. A. Lewis, D., & Mischel, L. J. (1992). Towards an integrated model of organizational identity and member commitment. Paper presented at the Annual Meeting of the Academy of Marketing, Las Vegas, NV.
Wilson, R. (2006). Islam and business. Thunderbird International Business Review, 48(1), 109-123. doi:10.1002/tie.20088
Worcester, R. (2009). Reflections on corporate reputations. Management Decision, 47(4), 573-589. doi:10.1108/00251740910959422
World Islamic Banking Competitiveness Report. (2016). New realities New opportunities. EY Building a better working world. Recuperado de http://www.ey.com/Publication/vwLUAssets/Corporate_brochure_2017/$-FILE/Corporate_Cyprus+5mm_bleeds_final_low_resc.pdf
Yeo, R. K., & Youssef, M. A. (2010). Communicating corporate image into existence: The case of the Saudi banking industry. Corporate Communications: An International Journal, 15(3), 263-280. doi:10.1108/13563281011068122
