Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank
<p>Firms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorser's credibility with Brand credibility and its meditating role on consumer-based brand equity in the bankin...
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Universitas Islam Negeri Syarif Hidayatullah Jakarta
2018-08-01
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doaj-3dd870dcad9d4fffad89900853b7ffab2020-11-24T21:58:35ZengUniversitas Islam Negeri Syarif Hidayatullah JakartaEtikonomi1412-89692461-07712018-08-0117225326410.15408/etk.v17i2.67284133Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star BankAfzal Ahmed0Suman Talreja1Hina Naz2Shaheed Zulfikar Ali Bhutto Institute of Science and TechnologyPhD Scholar at SZABIST University KarachiPostgraduate student at SZABIST University Karachi<p>Firms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorser's credibility with Brand credibility and its meditating role on consumer-based brand equity in the banking sector of Pakistan. 384 active HBC account holders taken as the sample and data collected through a comprehensive questionnaire. Correlation and regression analysis were conducted to test the factors of attractiveness, expertise, trustworthiness, and popularity on Brand credibility and further its effect on Brand equity. The results suggest that in banking sector firm Expertise of endorser is the most significant factor followed by trustworthiness and popularity that influence brand credibility and attractiveness does not have any impact on brand credibility. The study provides an understanding of brand building strategy, and it also highlights a clear brand differentiation strategy for bank brands.</p><p>DOI: 10.15408/etk.v17i2.6728</p>http://journal.uinjkt.ac.id/index.php/etikonomi/article/view/6728brand equitybank marketingmarketing strategy |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Afzal Ahmed Suman Talreja Hina Naz |
spellingShingle |
Afzal Ahmed Suman Talreja Hina Naz Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank Etikonomi brand equity bank marketing marketing strategy |
author_facet |
Afzal Ahmed Suman Talreja Hina Naz |
author_sort |
Afzal Ahmed |
title |
Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank |
title_short |
Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank |
title_full |
Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank |
title_fullStr |
Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank |
title_full_unstemmed |
Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank |
title_sort |
building consumer-based brand equity in retail banks: a quantitative study on a pakistani star bank |
publisher |
Universitas Islam Negeri Syarif Hidayatullah Jakarta |
series |
Etikonomi |
issn |
1412-8969 2461-0771 |
publishDate |
2018-08-01 |
description |
<p>Firms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorser's credibility with Brand credibility and its meditating role on consumer-based brand equity in the banking sector of Pakistan. 384 active HBC account holders taken as the sample and data collected through a comprehensive questionnaire. Correlation and regression analysis were conducted to test the factors of attractiveness, expertise, trustworthiness, and popularity on Brand credibility and further its effect on Brand equity. The results suggest that in banking sector firm Expertise of endorser is the most significant factor followed by trustworthiness and popularity that influence brand credibility and attractiveness does not have any impact on brand credibility. The study provides an understanding of brand building strategy, and it also highlights a clear brand differentiation strategy for bank brands.</p><p>DOI: 10.15408/etk.v17i2.6728</p> |
topic |
brand equity bank marketing marketing strategy |
url |
http://journal.uinjkt.ac.id/index.php/etikonomi/article/view/6728 |
work_keys_str_mv |
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