Integrating Institutional Theory in Determining Corporate Image of Islamic Banks

The importance of corporate image in any organization is indisputable including those from Islamic banks. Many studies on corporate image have been using metaphorical expression in various contexts. The objective of this paper, therefore, is to examine corporate image in Islamic banks based on the institutional theory, which incorporates performative image, institutional image, organizational legitimacy and organizational support. Corporate Character Scale was utilized to determine performative image of Islamic banks, while interviews were conducted to identify institutional image. A survey was then undertaken to study the relationships of corporate image (performative and institutional) on customer loyalty. Findings, as well as implications for corporate image are further discussed.