A Conceptual Framework for Examining the Influence of Brand Personality on Non-Muslim Customers’ Trust in Malaysian Islamic Banking

Malaysia’s Islamic banking sector faces intensifying competition, making a distinctive brand personality increasingly vital for attracting and retaining non-Muslim customers. At the same time, global financial disruptions have heightened consumer interest in ethical, transparent, and resilient financial systems, which are central to Islamic banking’s value proposition. However, despite this strength, Islamic banking’s value-based distinctiveness has not been effectively translated into a clear and relatable brand personality that resonates with non-Muslims. Addressing this gap forms the core purpose of this study, which proposes a conceptual framework that integrates brand personality dimensions from Aaker (1997), Garanti and Kissi (2019), and Jan and Shafiq (2021) to develop a more robust and culturally relevant brand personality for Islamic banks as a strategic bridge between Islamic banking identity and non-Muslim expectations. Guided by the Stimulus–Organism–Response (SOR) model, the integrated brand personality dimensions serve as stimuli expected to enhance brand trust, with the moderating role of digital financial literacy also considered. The study aims to provide insights for Islamic banks to strengthen their cross-faith appeal, reinforce trust, and sustain loyalty while remaining anchored in core Islamic values, and to attract global customers, including non-Muslims.