Abstract:
Purpose – This study aims to examine the relationship between emotional bonding (e.g. brand love, brand
commitment and brand trust) and consumers’ awareness and consumers loyalty to conventional and Islamic
banking products in Indonesia.
Design/methodology/approach – The sample consists of 585 Muslim and bank consumers
obtained through a survey study and using structural equation modeling to test the research
hypotheses.
Findings – The empirical results indicate that brand love, commitment and trust have significant and
positive effects on consumers’ awareness and loyalty. Furthermore, as the mediator variables,
consumers’ awareness partially mediates the relationship between emotional bonding and consumers’
loyalty.
Research limitations/implications – This study was validated by Indonesian Muslims; therefore,
future study is needed to validate across the region and sector.
Practical implications – This study enlightened the bankmanagers from a marketing and psychological
context. The bank managers need to enhance the control and promote their brand and products to improve
their relationship and consumers.
Originality/value – This study provided the Muslim consumers’ decision-making process by developing
and testing amodel of emotional bonding and consumers’ perspective toward bank products.
