ISSN: 2225-8329
Open access
Islamic banking, founded on ethical finance and risk-sharing, has demonstrated remarkable resilience during global financial crises. However, its engagement with non-Muslim consumers remains limited due to persistent misconceptions and ineffective branding strategies. While Islamic banks emphasise Shariah compliance, they must transcend religious branding to highlight universal values such as transparency, fairness, and financial security. Bridging gaps in consumer perception and digital branding is crucial for expanding market reach, strengthening Trust, and positioning Islamic banks as inclusive and competitive financial institutions globally. Thus, this study employs a systematic literature review to examine the role of brand personality in fostering Trust and loyalty in Islamic banking, with findings revealing that while Islamic banks have traditionally focused on compliance with Shariah principles, they have yet to fully utilise brand personality as a strategic tool to engage non-Muslim consumers. As competition intensifies, shifting from a product-centric to a brand-centric approach is essential to bridging trust gaps and enhancing loyalty among non-Muslim customers, prioritising transparency, financial security, and ethical banking. The study also concludes that integrating brand personality with digital financial literacy programmes is critical for Islamic banks to build lasting Trust and strengthen consumer loyalty while driving sustainability via market expansion beyond the Muslim demographic. This proactive approach will enhance their competitive positioning in Malaysia and serve as a model for global Islamic banking growth in multicultural societies.
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