Impact of advertising effectiveness on behavioral brand loyalty with mediating effect of self-brand connection : evidence from the Islamic banking sector in Pakistan
المؤلفون المشاركون
Khan, Khurram
Nimati, Ali Rida
Khan, Shahzad Ahmad
المصدر
Journal of Islamic Business and Management
العدد
المجلد 8، العدد 1 (30 يونيو/حزيران 2018)، ص ص. 187-204، 18ص.
الناشر
Riphah International University Riphah Centre of Islamic Business
تاريخ النشر
2018-06-30
دولة النشر
باكستان
عدد الصفحات
18
التخصصات الرئيسية
العلوم الاقتصادية والمالية وإدارة الأعمال
الملخص EN
This study is aimed at building the relationship between advertisement effectiveness and behavioral brand loyalty by investigating the mediating impact of self-brand connection.
The Islamic banking sector has been selected for this study in which, top 3 full-fledged Islamic banks and top 3 banks with Islamic banking branches in Pakistan have been selected through convenient sampling,.
It is a time-lagged study and data were collected through reliable and valid questionnaires for T1, T2, and T3, respectively across Pakistan from Islamic Banking Branches (IBBs).
The respondents were the costumers using the services of IBBs.
The results show that advertisement effectiveness and self-brand connection have a strong positive relationship with the behavioral brand loyalty.
Results also indicate that the self-brand connection mediates the relationship between advertisement effectiveness and behavioral brand loyalty.
Thus, it indicates that self-brand connection is an important factor that can enable the consumers to evaluate the corporation’s products or services by the expression of behavioral brand loyalty and distinguish them from those offered by the competitors.
In addition, a number of implications with regard to theory and managerial practice have been suggested.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Nimati, Ali Rida& Khan, Shahzad Ahmad& Khan, Khurram. 2018. Impact of advertising effectiveness on behavioral brand loyalty with mediating effect of self-brand connection : evidence from the Islamic banking sector in Pakistan. Journal of Islamic Business and Management،Vol. 8, no. 1, pp.187-204.
https://search.emarefa.net/detail/BIM-889063
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Nimati, Ali Rida…[et al.]. Impact of advertising effectiveness on behavioral brand loyalty with mediating effect of self-brand connection : evidence from the Islamic banking sector in Pakistan. Journal of Islamic Business and Management Vol. 8, no. 1 (2018), pp.187-204.
https://search.emarefa.net/detail/BIM-889063
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Nimati, Ali Rida& Khan, Shahzad Ahmad& Khan, Khurram. Impact of advertising effectiveness on behavioral brand loyalty with mediating effect of self-brand connection : evidence from the Islamic banking sector in Pakistan. Journal of Islamic Business and Management. 2018. Vol. 8, no. 1, pp.187-204.
https://search.emarefa.net/detail/BIM-889063
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references : p. 200-204
رقم السجل
BIM-889063
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر