Abstract:

This study aims to explore the influence of three elements of brand characteristics, brand familiarity, brand predictability, and brand competence, on consumers’ willingness to invest in an Islamic bank investment account, specifically, a term deposit. This study also explores the influence of other variables such as product quality on the intention to invest in an Islamic bank term deposit.  The data are collected in Indonesia from 217 respondents by using online surveys with self-administered questionnaires. The results show that one of the three elements of brand characteristics, brand familiarity, is the only significant factor that affects Muslim customers’ willingness to invest in an Islamic bank. The results also show that other non-brand variables and product quality have a significant impact on willingness to invest in an Islamic bank. The study suggests that the Islamic bank should maintain the familiarity of its brand and improve the quality of its services as doing so significantly influences customers’ willingness to invest in an Islamic bank.