Impact of the Brand Image on Purchase Intentions in Islamic Banks, A Moderating and Mediating Effect Study

Muhammad Shaukat Malik


The customers of Islamic banking sector are very conscious to operate the brand in Pakistan. That is rudimentary for directors to make a decent brand image of Islamic banks through the promoting procedures and obtain competitor edge. This research additionally shows that customer attitude enhances the relationship of brand image and purchase intentions towards Islamic banks.  The purport of current research was to investigate the intention of the customer to Islamic banking. The study is conducted on the Islamic banking sector of Pakistan. The examination offers a chance to optically discern whether the brand image is behind customer's cull of Islamic banks when religiosity influences the customer's attitude regarding purchase intentions. current investigation will be subsidiary to examine the customer's reaction cognate the purchases and will be gainful for Islamic banking sector to keep up their positive and diverse brand image when contrasted with the conventional bank in the psyche of the customers. Likewise will virtually certainly realize that how religious convictions transmute the customer’s attitudes regarding purchase intentions.  Develop a questionnaire for data amassment. 230 respondents are culled as a sample from southern Punjab. Those are the customer of Islamic banks. Brand image have paramount impact on customer attitude (mediate variable) and purchase intentions (dependent variable). Religiosity mitigates the relationship of brand image (independent variable) and customer attitude (mediate variable). Customer attitude is withal act as a good mediator between dependent and independent variable. Through current investigation, Islamic banking sector ascendant entities make methodologies and make a decent image as a primary concern of their customer. In Pakistan, the Islamic banks have no much famous. Since individuals have very little comprehended the fundamental targets of Islamic banks and furthermore they have not cognizance about the distinction of Islamic banks and conventional banks.

Keywords: Brand image, Customer attitude, Purchase intentions, Religiosity, Islamic banks

DOI: 10.7176/EJBM/13-9-01

Publication date:May 31st 2021

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