The purpose of this study is to assess the antecedent role of brand experience (BE) in the
intention to forward online company-generated content (CGC) within an online Islamic banking
sector. The present study analyzed 387 valid responses collected through an online survey conducted
among a number of online Islamic bank customers in Palestine. The results of this study revealed that
BE has a stronger influence on customers’ intention to forward online company-generated contents.
This research pioneers the empirical research in Palestinian Islamic banking systems exploring the
instrumental role of BE on customers’ engagement behaviors, as well as the intention to forward
online CGC. In addition, this research aims to fill the existing gap in the under-researched area of the
online branding of Islamic banking services.
Authors
Mahmoud Yasin
Lucia Porcu
Francisco Liébana-Cabanillas
Pages From
1
Pages To
17
ISSN
Sustainability 2019, 11, 4649; doi:10.3390/su11174649
Journal Name
Sustainability
Volume
11
Issue
17
Keywords
brand experience; brand community; company-generated content; Islamic banking; intention to forward
Abstract