دانلود رایگان مقاله انگلیسی ارزش برند و عملکرد مالی: نقش واسطه گر محبوبیت برند - امرالد 2018

Abstract

Purpose – The 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/approach – The 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. Findings – The 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/value – The 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.

Limitations of the study and directions for future study

The addition of brand relevance as a construct to the original dimensions proposed by Aaker (1991), and its significance in predicting financial performance indicates that the framework by Aaker (1991) is illustrative and not comprehensive. Future studies could integrate other variables in measuring the brand equity construct. Additionally, performance was measured subjectively with self-reported items. Future studies may attain greater precision with their findings by implementing objective measures such as net profits, return on assets and equity, or deposits, for determining bank performance. Moreover, literature is ripe with emotional-laden constructs like brand love and brand engagement, which affect how customers interact with their brands. Future studies must engage more of such variables in order to provide evidence of moderation or mediation in the relationship between brand equity and notable outcomes such as loyalty, satisfaction and financial performance. In that case, we could demonstrate that the direct relationship between brand equity and financial performance, for instance, has been over-simplified in prior studies. Finally, the study was focused on one country and on only retail banks. Further studies could expand the scope of the study into multiple sectors and even other counties.