Building consumer-based brand equity in retail banks: a quantitative study on a Pakistani star bank
Afzal Ahmed, Suman Talreja, Hina Naz (Faculty of Economics and Business State Islamic University (UIN) Syarif Hidayatullah, 2018)
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ABSTRACT 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 endorsers 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. |
No. Panggil : | 330 JETIK 17:2 (2018) |
Entri utama-Nama orang : | |
Entri tambahan-Nama orang : | |
Penerbitan : | Jakarta: Faculty of Economics and Business State Islamic University (UIN) Syarif Hidayatullah, 2018 |
Sumber Pengatalogan : | LibUI eng rda |
ISSN : | 14128969 |
Majalah/Jurnal : | Etikonomi Jurnal Ekonomi |
Volume : | Vol. 17, No. 2 2018: hal. 253-264 |
Tipe Konten : | text |
Tipe Media : | unmediated |
Tipe Carrier : | volume |
Akses Elektronik : | |
Institusi Pemilik : | Universitas Indonesia |
Lokasi : | Perpustakaan UI, Lantai 4, R. Koleksi Jurnal |
No. Panggil | No. Barkod | Ketersediaan |
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330 JETIK 17:2 (2018) | 03-19-817168975 | TERSEDIA |
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