A Holistic Empirical Approach To Marketing Activities and Performance Interaction in Banking Industry: the Mediating Role of Customer-Based Brand Equity

dc.authorscopusid 59321876500
dc.authorscopusid 6601980161
dc.authorscopusid 6507367822
dc.authorscopusid 27067862500
dc.authorwosid Uray, Nimet/AAH-5395-2019
dc.contributor.author Uray, Nimet
dc.contributor.author Akdogan, C.B.
dc.contributor.author Uray, N.
dc.contributor.author Kıygı Çallı, Meltem
dc.contributor.author Ulengin, B.
dc.contributor.author Kiygi-Calli, M.
dc.contributor.other Business Administration
dc.date.accessioned 2024-10-15T19:40:34Z
dc.date.available 2024-10-15T19:40:34Z
dc.date.issued 2025
dc.department Kadir Has University en_US
dc.department-temp [Akdogan C.B.] Istanbul Technical University, Istanbul, Turkey; [Uray N.] Kadir Has University, Istanbul, Turkey; [Ulengin B.] Istanbul Technical University, Istanbul, Turkey; [Kiygi-Calli M.] Kadir Has University, Istanbul, Turkey en_US
dc.description.abstract Purpose: This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity. Design/methodology/approach: We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions. Findings: We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical. Originality/value: This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry. © 2024, Emerald Publishing Limited. en_US
dc.description.sponsorship Banks Association of Turkey en_US
dc.description.woscitationindex Social Science Citation Index
dc.identifier.citationcount 0
dc.identifier.doi 10.1108/BPMJ-02-2024-0072
dc.identifier.endpage 735 en_US
dc.identifier.issn 1463-7154
dc.identifier.issue 2 en_US
dc.identifier.scopus 2-s2.0-105001090834
dc.identifier.scopusquality Q1
dc.identifier.startpage 708 en_US
dc.identifier.uri https://doi.org/10.1108/BPMJ-02-2024-0072
dc.identifier.volume 31 en_US
dc.identifier.wos WOS:001309665500001
dc.identifier.wosquality Q3
dc.language.iso en en_US
dc.publisher Emerald Publishing en_US
dc.relation.ispartof Business Process Management Journal en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.scopus.citedbyCount 0
dc.subject Banks en_US
dc.subject Brand Equity en_US
dc.subject Marketing Activities en_US
dc.subject Marketing Resources en_US
dc.subject Panel Data en_US
dc.subject Performance en_US
dc.title A Holistic Empirical Approach To Marketing Activities and Performance Interaction in Banking Industry: the Mediating Role of Customer-Based Brand Equity en_US
dc.type Article en_US
dc.wos.citedbyCount 0
dspace.entity.type Publication
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