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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.
Ali Raza Nemati, Shahzad Ahmed, Khurram Khan. (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, Volume 8, Issue 1.
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