The Relationship between Brand-Building Factors and Branding Benefits in Commercial Banks Operating in Jordan: An Empirical Investigation of Managers' Perspectives

Abstract

This research aimed at investigating the relationship between brand building factors and branding benefits from managers’ perspectives. The primary data were collected from marketing and branch managers working for the commercial banks operating in Jordan. Based on the services branding literature review, a model was developed and hypotheses were generated and empirically tested in this research. A quantitative methodology was designed to test the research model and achieve its objectives. The primary data collection tool was a structured questionnaire, which was developed for this study. Multiple and simple regression analysis were employed to test the research hypotheses. The most important findings are: first, there is a positive relationship between brand building factors and the overall brand benefits, the financial and non-financial benefits, acting as separate dependent variables. Second, the effect of the brand building factors on the non-financial brand benefits is stronger than their effect on the financial brand benefits, which showed that the effect of the brand building factors is highly intangible and embodied in the way that a bank does the banking business. Third, the most significant predictors, in sequence, of the brand building factors on the overall brand benefits, financial and financial benefits are distinctive banking product, corporate culture and cross functional teams. Indeed, research results, conclusions, practical recommendations, contributions to branding knowledge and future research opportunities are also discussed.

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