Ismail, Ismail Juma2023-05-222023-05-222022Ismail, I. J. (2022). When love leads the way! Conceptualizing triangular theory of love and expectations-confirmation theory in Islamic banking. Journal of Islamic Marketing.DOI: https://doi.org/10.1108/JIMA-03-2022-0089http://hdl.handle.net/20.500.12661/3717Abstract. Full text available at http://dx.doi.org/10.1108/JIMA-03-2022-0089Purpose This study aims to analyze the mediating effect of brand love (BRL) on the relationship between service quality and brand addiction (BRA) among Islamic banks. Past studies have noted that customer satisfaction as the primary means of studying customer behaviour needs to be reconsidered because even satisfied customer switch brands, and the dissatisfied customer have repurchasing intentions. Therefore, considering BRL and BRA can be a new way of studying customer behaviour in Islamic banking. Design/methodology/approach This study used a structured questionnaire administered to 380 customers of Islamic banks. The study used structural equation modelling and Process Macro test in the analysis. Findings The empirical findings of this study suggest that service quality is positively and significantly related to BRL and that BRL positively and significantly relates to BRA. Furthermore, the findings indicate that BRL mediates the relationship between service quality and BRA. Research limitations/implications The findings of this study have revealed that the triangular theory of love and expectation-confirmation theory can be combined to explain the relationship between service quality and loving relationships among customers of Islamic banks. Practical implications The study provides ways in which service providers can use service qualities to manage BRL and addiction. Based on the positive and significant relationships, managers of Islamic banks can build service qualities that are vital for creating BRL and BRA. Originality/value The link between service quality, BRL and BRA is not adequately established, especially in Islamic banking. This is important to be established because studying consumer psychology is currently considered a vital strategy for customer repurchasing and switching barriers in the modern banking business. Furthermore, integrating two theories, the triangular theory of love and expectation-confirmation theory, provide a new way of combining two theoretical aspects from different disciplines.enIslamic banksBrand loveBrand addictionBRATheory of love and expectationsConfirmation theoryService qualityCustomer satisfactionCustomer behaviourArticle