Brand Personality and Theory of Planned Behavior Relation: An Islamic Banking Brand Personality Context Insights From Türkiye

Abstract

Purpose – The aim of this study is to examine and understand the relationship between Islamic brand personality, theory of planned behavior (TPB) and purchase intention among Muslim consumer in Islamic banking context. The research investigates the relationship between Islamic banking brand personality (IBBP) and components of TPB and how these variables affect purchase intention. Design/methodology/approach – Within the framework of Islamic banking personality and TPB models, data collected from consumers of participation banks serving in Türkiye. By using a survey method a total of 600 consumers were reached. Data were analyzed using structural equation modeling. Findings – Using robust statistical analysis, findings reveal a significant correlation between dimensions of Islamic brand personality and both planned purchase behavior and purchase intention. Similarly, results demonstrate a positive relationship between TPB and purchase intention. The results indicate that Islamic brand personality positively affects consumers’ intention to purchase and their purchasing decisions, underscoring importance of aligning brand characteristics with religious values in markets with significant Muslim populations. Research limitations/implications – This study aims to enrich theoretical knowledge on Islamic branding and Muslim consumer behavior by focusing on TPB and brand personality Moreover, study offers valuable insights for managers to develop marketing strategies in Islamic markets. Originality/value – This study shows reflections of Islamic brand personality in banking sector based on relationship between TPB and purchase intention. It provides important findings on Islamic consumers’ Islamic banking preferences. Study attempts to fill theoretical and empirical gaps in this field by comprehensively addressing concept of brand personality in Islamic banking sector. Furthermore, testing of an IBBP scale provides an innovative contribution to existing methodological tools in field. © 2025 Emerald Publishing Limited