Brand equity and financial performance

Brand equity and financial performance PurposeThe purpose of this paper is to examine the relationship between brand equity and financial performance and the moderation role of brand likeability retail banking sector.Design/methodology/approachThe study is quantitative and employed the survey methodology to sample the views of 550 retail bank customers. Data were analyzed though the structuring equation modeling using AMOS.FindingsThe study found out that service quality, brand association, brand loyalty, and brand relevance positively and significantly predicted financial performance of the retail banks. In addition, brand likeability also moderates the relationship between brand equity and financial performance.Originality/valueThe study contributes to the ongoing research in examining the linkage between brand equity and financial performance. The study has also shown the value of brand likeability as a moderator of the brand equity-financial performance linkage. The strategic implication of the results are discussed in the paper. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Brand equity and financial performance

Marketing Intelligence & Planning, Volume 36 (3): 15 – May 8, 2018

Loading next page...
 
/lp/emerald-publishing/brand-equity-and-financial-performance-MpvkZFmCHP
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/MIP-05-2017-0098
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine the relationship between brand equity and financial performance and the moderation role of brand likeability retail banking sector.Design/methodology/approachThe study is quantitative and employed the survey methodology to sample the views of 550 retail bank customers. Data were analyzed though the structuring equation modeling using AMOS.FindingsThe study found out that service quality, brand association, brand loyalty, and brand relevance positively and significantly predicted financial performance of the retail banks. In addition, brand likeability also moderates the relationship between brand equity and financial performance.Originality/valueThe study contributes to the ongoing research in examining the linkage between brand equity and financial performance. The study has also shown the value of brand likeability as a moderator of the brand equity-financial performance linkage. The strategic implication of the results are discussed in the paper.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: May 8, 2018

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month