Effect of Brand Elements on Organizational Success: A Moderating Approach to the Brand Experience of Muslim and Non-Muslim Customers of Islamic financial Products in Pakistan

Abstract

The primary purpose of this research is to analyze the impact of brand elements on the achievement of an organization. In addition, the study also examined the moderating effect of brand experience on Muslim and non-Muslim customers' perception of Islamic products in Pakistan. This research examines the significance of brand elements in the success of organizations and compares the reactions of Muslim and Non-Muslim customers of Islamic Products in Pakistan. The researchers used Keller's renowned CBBE model to examine the impact of brand elements on organizational success. This research used the convenience sampling technique to gather data from customers of Islamic products. Following the completion of the missing value analysis, only 124 out of 150 respondents provided their replies. The study analysis indicates that the brand resonance of both Muslim and non-Muslim customers of Islamic products has a positive effect on the success of the organization. Additionally, the relationship between these consumers and the organization is also crucial for achieving success or improved performance. The study shows that both Muslim and non-Muslim consumers in Pakistan have positive responses towards Islamic products offered by Islamic banks. This information can be used by managers to implement this strategy for the success of their organizations.