Dublin Core
Title
Mediation role of brand preference on bank advertising and customer loyalty: A developing country perspective
Creator
George Kofi Amoako, Peter Anabila, Ebenezer Asare Effah, Desmond Kwadjo Kumi
Description
Purpose
The purpose of this paper is to investigate the mediating role of brand preference on the relationship between bank advertising and customer loyalty in Ghana’s banking industry.
Design/methodology/approach
A total number of 600 respondents participated in the study. Convenient sampling technique was employed to select a cross-section of customers from the universal banks currently operating in Ghana. Structural equation modeling technique of PLS was used to test the nature of relationships in the research hypotheses.
Findings
The study found a significant positive relationship between advertising effectiveness and brand preference. Also, there is a significant positive relationship between advertising and customer loyalty. Again, there is a significant positive relationship between brand preference and customer loyalty. Finally, brand preference positive mediates the relationships between advertising …
The purpose of this paper is to investigate the mediating role of brand preference on the relationship between bank advertising and customer loyalty in Ghana’s banking industry.
Design/methodology/approach
A total number of 600 respondents participated in the study. Convenient sampling technique was employed to select a cross-section of customers from the universal banks currently operating in Ghana. Structural equation modeling technique of PLS was used to test the nature of relationships in the research hypotheses.
Findings
The study found a significant positive relationship between advertising effectiveness and brand preference. Also, there is a significant positive relationship between advertising and customer loyalty. Again, there is a significant positive relationship between brand preference and customer loyalty. Finally, brand preference positive mediates the relationships between advertising …
Publisher
Emerald Publishing Limited
Date
2017
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&citation_for_view=hXmr_bYAAAAJ:kO05sadLmrgC
Language
English