Abstract

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.

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