Title: Investigating the impact of brand value on the financial performance of the banking sector: empirical evidence

Authors: Arti Khatnani; Jyoti Bery; Krishna Pal Singh; Raj Kumar Mishra; Shruti Srivastava

Addresses: Department of Business Administration, PSIT College of Higher Education, Kanpur, Uttar Pradesh 209305, India ' Department of Business Administration, PSIT College of Higher Education, Kanpur, Uttar Pradesh 209305, India ' Department of Business Administration, Axis Institute of Higher Education, Kanpur, Uttar Pradesh 209402, India ' Institute of Management Sciences, University of Lucknow, Lucknow, Uttar Pradesh 226007, India ' Department of Business Administration, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Uttar Pradesh, India

Abstract: This research investigates the impact of brand equity on the financial outcomes within the banking industry, highlighting the determinants that contribute to brand appeal and assessing the intermediary function of brand attitude in the nexus between brand appeal and financial outcomes. Utilising a descriptive and cross-sectional research methodology, data were acquired through a structured questionnaire employing adopted and modified metrics from previous investigations. The questionnaire included 35 scaled items to evaluate eight variables pertinent to brand perception and financial performance. A purposive sampling method was employed to select a sample of 384 bank customers. The results indicate that variables such as brand awareness, brand associations, brand quality, brand relevance, and brand loyalty significantly and positively affect brand likeability. Moreover, brand likeability positively and substantially influences both brand attitude and the financial performance of banking institutions. Additionally, brand attitude demonstrates a positive and significant impact on financial performance.

Keywords: brand attitude; brand associations; brand value; brand relevance; financial performance.

DOI: 10.1504/IJBPIM.2025.146537

International Journal of Business Process Integration and Management, 2025 Vol.12 No.2, pp.164 - 178

Received: 13 Dec 2024
Accepted: 11 Feb 2025
Published online: 02 Jun 2025 *

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