Brand equity and financial performance: The moderating role of brand likeability

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dc.contributor.author Narteh, B.
dc.date.accessioned 2019-07-18T11:47:18Z
dc.date.available 2019-07-18T11:47:18Z
dc.date.issued 2018-05
dc.identifier.citation Bedman Narteh (2018) "Brand equity and financial performance: The moderating role of brand likeability", Marketing Intelligence & Planning, Vol. 36 No. 3, pp. 381-395 en_US
dc.identifier.other https://doi.org/10.1108/MIP-05-2017-0098
dc.identifier.other Vol. 36 No. 3, pp. 381-395
dc.identifier.uri http://ugspace.ug.edu.gh/handle/123456789/31539
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher Marketing Intelligence and Planning en_US
dc.subject Brand equity en_US
dc.subject Brand likeability en_US
dc.subject Financial performance en_US
dc.title Brand equity and financial performance: The moderating role of brand likeability en_US
dc.type Article en_US


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