Asian Social Science; Vol. 10, No. 14; 2014
ISSN 1911-2017
E-ISSN 1911-2025
Published by Canadian Center of Science and Education

Effects of Brand Loyalty, Image and Quality on Brand Equity: A
Study among Bank Islam Consumers in Kelantan, Malaysia
Archana Subramaniam1, Abdullah Al Mamun1, P. Yukthamarani Permarupan1 & Noor Raihani Binti Zainol1

Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia

Correspondence: Abdullah Al Mamun, Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan,
Malaysia. Tel: 60-13-300-3630. E-mail:;
Received: January 30, 2014

Accepted: May 19, 2014

Online Published: June 24, 2014


The objective of this study is to investigate how brand loyalty, brand image, and perceived quality affect the
brand equity of Bank Islam, based on the evaluation and prioritization of brand equity dimensions from the
customers’ viewpoint. This study employed a cross-sectional design and used a self-administered questionnaire
and collected data from 200 clients of Bank Islam from Kelantan, Malaysia. Findings of this study noted that
brand loyalty and brand image has a significant positive contribution to brand equity. Bank Islam should,
therefore, focus on designing products and services that benefit clients more than or equal to the conventional
banks, within the borderline of Islamic Banking practices.
Keywords: brand loyalty, image and quality on brand equity, Bank Islam, Malaysia
1. Introduction
In order to survive in today’s competitive business environment, organizations have to be able to obtain a
competitive advantage over the competitors and increase their market share. To obtain competitive advantages
over competitors and to increase market share, organizations commonly focus on designing new products,
improving the existing products, and...

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