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

dc.authorscopusid59321876500
dc.authorscopusid6601980161
dc.authorscopusid6507367822
dc.authorscopusid27067862500
dc.authorwosidUray, Nimet/AAH-5395-2019
dc.contributor.authorUray, Nimet
dc.contributor.authorAkdogan, C.B.
dc.contributor.authorUray, N.
dc.contributor.authorKıygı Çallı, Meltem
dc.contributor.authorUlengin, B.
dc.contributor.authorKiygi-Calli, M.
dc.date.accessioned2024-10-15T19:40:34Z
dc.date.available2024-10-15T19:40:34Z
dc.date.issued2025
dc.departmentKadir Has Universityen_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, Turkeyen_US
dc.description.abstractPurpose: 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.sponsorshipBanks Association of Turkeyen_US
dc.description.woscitationindexSocial Science Citation Index
dc.identifier.citationcount0
dc.identifier.doi10.1108/BPMJ-02-2024-0072
dc.identifier.endpage735en_US
dc.identifier.issn1463-7154
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-105001090834
dc.identifier.scopusqualityQ1
dc.identifier.startpage708en_US
dc.identifier.urihttps://doi.org/10.1108/BPMJ-02-2024-0072
dc.identifier.volume31en_US
dc.identifier.wosWOS:001309665500001
dc.identifier.wosqualityQ3
dc.language.isoenen_US
dc.publisherEmerald Publishingen_US
dc.relation.ispartofBusiness Process Management Journalen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.scopus.citedbyCount0
dc.subjectBanksen_US
dc.subjectBrand Equityen_US
dc.subjectMarketing Activitiesen_US
dc.subjectMarketing Resourcesen_US
dc.subjectPanel Dataen_US
dc.subjectPerformanceen_US
dc.titleA Holistic Empirical Approach To Marketing Activities and Performance Interaction in Banking Industry: the Mediating Role of Customer-Based Brand Equityen_US
dc.typeArticleen_US
dc.wos.citedbyCount0
dspace.entity.typePublication
relation.isAuthorOfPublication20b378d9-303a-4bd3-acf5-f6bc655f9458
relation.isAuthorOfPublication1de649f1-e2d0-4f97-831e-2f0db9ec4de3
relation.isAuthorOfPublication.latestForDiscovery20b378d9-303a-4bd3-acf5-f6bc655f9458

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