DefinePK

Abstract

This research paper examines the antecedents of brand loyalty in the Islamic banking industry in Pakistan, and the study will cover the roles of perceived quality, emotional value, and financial perception, with a brand image as the intermediary variable. Using a structured questionnaire as the method of collecting data with 266 respondents, the research uses regression and correlation analyses to investigate the correlation between these constructs. The results indicate that all the three aspects of perceived value are important sources of brand loyalty, and that brand image is the key mediator of reinforcing these relationships. The work will add to the literature by presenting a holistic framework that will combine marketing and faith-based approaches and offer valuable practical information that could be applied by Islamic financial institutions aimed at improving customer retention and brand differentiation in an increasingly competitive and digitally transformative environment.