Brand religiosity aura and brand loyalty in Indonesia Islamic banking

Purpose Brand loyalty reveals about such important issues as brand personality and brand bond. This study mainly examines the influence of brand aura on brand loyalty management. The study aims to inform strategic aspects of brand aura. The authors conduct an analysis of prominent brands of sharia commercial brand saving product in Indonesia. Design/methodology/approach This study is an exploratory research, using sample of 277 respondents of Islamic bank customers in five major cities in Indonesia (Semarang, Yogyakarta, Surabaya, Bandung and Jakarta). The data were analyzed using structural equation modeling (SEM) technique with AMOS (analysis of moment structure) program to examine the influence of brand religiosity aura toward brand loyalty. Findings The finding reveals the importance of brand aura as valuable moderating dimension of brand personality and brand bond relationship. The study found brand religiosity aura as a valuable determinant in the marketing strategies for Indonesia Islamic banking. Brand religiosity aura contributed to the development of the concept of marketing management through its impact to the positive attitude of Islamic banking saving customers. Research limitations/implications The authors describe conclusion with a consideration of the findings’ implications for conceptualizing future researchs and practicing brand managers. Originality/value This study originates in conceptualizing the brand religiosity aura to mediate the brand personality and brand emotional attachment in brand management and marketing management as well as to increase brand loyalty.