The impact of marketing communication tools on building brand equity

Author
Sadek, Heba Hassan
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
In today’s competitive business environment, banks operate in a severe rivalry due to
various factors, including globalisation, fast technological developments and
homogeneous nature of banks services. For this reason, building valuable brands is
crucial in differentiating banks and adding value to the banking services. The research
problem that emerged was: investigating the major bank marketing communication
tools to examine their impact on building bank brand equity. The researcher went
about in achieving this purpose by: identifying the major marketing communication
tools used by banks that help build bank brand equity via the customer-based brand
equity (CBBE) dimensions from customers’ perspective; and testing and analysing
the hypotheses in order to develop the final research model. In order for this purpose
to be attained, two research questions were answered: what are the major bank
marketing communication tools that help build bank brand equity? Which hypotheses
regarding the impact of the major bank marketing communication tools on building
bank brand equity via the CBBE dimensions are supported in this study?
This research was carried out in the Egyptian banking sector from the customer
perspective. Mixed-method research was used. The first phase was the qualitative
research approach, which consists of conducting and analysing semi-structured
interviews. These interviews were carried out with fifteen bank customers based on
judgmental sampling technique. The purpose of these interviews were to identify the
major bank marketing communication tools that help build bank brand equity via the
CBBE dimensions; to help develop a proposed conceptual framework; to help
develop the research hypotheses; and to help develop the intended questionnaire
survey. According to the findings, advertising, personal selling and direct marketing
were the most popular marketing communication tools in the Egyptian society for
banks.
Once the needed insights were emerged, the second phase, the quantitative phase, was
conducted. The researcher distributed and collected large-scale questionnaire survey.
These questionnaires were carried out with 465 bank customers based on a quota
sampling technique. These questionnaires were then analysed by using Structural
Equation Modelling (SEM) to test and analyse the research hypotheses; and to help
develop the final research model. Findings showed that the major bank marketing
communication tools consist of personal selling, direct marketing and advertising
respectively according to their importance on building bank brand equity. Given the
fact that all CBBE dimensions are interrelated, not all of them directly impact bank
brand equity. Only brand loyalty and brand perceived quality were found to have a
significant positive direct effect on bank brand equity. When conducting this study,
the researcher faced several limitations. The data were collected only in Cairo and
Alexandria; only the major controllable marketing communication tools were
assessed, and non-probability sampling was used.
Description
PhD Thesis- Cardiff School of Management
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