Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank

Afzal Ahmed, Suman Talreja, Hina Naz

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 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.

DOI: 10.15408/etk.v17i2.6728


Keywords


brand equity; bank marketing; marketing strategy

References


Aaker, D. A. (1992). Managing The Most Important Assets: Brand Equity. Planning review. Vol. 20 (5): 56-58. doi: https://doi.org/10.1108/eb054384.

Abideen, Z. U., & Saleem, S. (2011). Effective Advertising and it's Influence on Consumer Buying Behavior. European Journal of Business and Management. Vol. 3 (3): 55-65.

Agrawal, J., & Kamakura, W. A. (1995). The Economic Worth of Celebrity Endorsers: An Event Study Analysis. Journal of Marketing. Vol. 59 (3): 56-62. doi: https://doi.org/10.2307/1252119.

Baek, T. H., & King, K. W. (2011). Exploring The Consequences of Brand Credibility in Services. Journal of Services Marketing. Vol. 25 (4): 260-272. doi: https://doi.org.10.1108 /0887604111114309.

Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity Endorsement, Self-Brand Connection and Consumer-Based Brand Equity. Journal of Product & Brand Management. Vol. 24 (5): 449-461. doi: https://doi.org/10.1108/JPBM-10-2014-0722.

Erdem, T., & Swait, J. (2001). Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology. Vol. 7 (2): 131-157. doi: https://doi.org/10.1207/s15327663jcp0702_02.

Erdem, T., Swait, J., & louviere, J. (2002). The Impact of Brand Credibility on Consumer Price Sensitivity. International Journal of Research in Marketing. Vol. 19: 1-19. doi: https://doi.org/10.1016/S0167-8116(01)00048-9.

Ferle, C. L., & Choi, S. M. (2005). The Importance of Perceived Endorser Credibility in South Korean Advertising. Journal of Current Issues and Research in Advertising. Vol. 27 (2): 67-81. doi: https://doi.org/10.1080/10641734.2005.10505182.

Joshi, A., & Nema, G. (2015). Emotional Branding: A New way to create brand loyalty for FMCG Companies. Journal of Management Value and Ethics. Vol. 5 (2): 81-90. doi: https://doi.org/10.20994/jmve.v5i2.6593.

Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blue Print for creating Strong brands. Massachusetts: Marketing Science Institute.

Knight, E. H., & Hurmerinta, L. (2010). Who Endorses Whom? Meanings Transfer in Celebrity Endorsement. Journal of Product & Brand Management. Vol. 19 (6): 452-460. doi: https://doi.org/10.1108/10610421011085767.

Lafferty, A. B., Goldsmith, R. E., & Newell, S. J. (2002). The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intention. Journal of Marketing Theory and Practice. Vol. 10(3): 1-11. doi: https://doi.org/10.1080/10696679.2002.11501916.

Pappu, R., Cornwell, T. B., & Spry, A. (2011). Celebrity Endorsement, Brand Credibility and Brand Equity. European Journal of Marketing. Vol. 45(6): 882-909. doi: https://doi.org/10.1108/03090561111119958.

Silvera, D. H., & Austad, B. (2004). Factors Predicting The Effectiveness of Celebrity Endorsement Advertisements. European Journal of Marketing. Vol. 38 (11/12): 1509-1526. doi: https://doi.org/10.1108/03090560410560218.

Sweeney, J., & Swait, J. (2008). The Effects of Brand Credibility on Customer Loyalty. Journal of Retailing and Consumer Services. Vol. 15(3): 179-193. doi: https://doi.org /10.1016/j.jretconser.2007.04.001.


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Hasil gambar untuk doaj

/public/site/images/rianto-arif/logogaruda-kecil_94 ISJD LIPI Academic Keyoa-library CrossRefMoraRefBASE-Search OAJI Open Archives Initiative

Hasil gambar untuk neliti.com

View My Stats

 

E-ISSN: 2461-0771 P-ISSN: 1412-8969 Free counters!

License

This work is licensed under CC BY-SA

© All rights reserved 2015.