Relationship marketing, orientation, brand equity and firm value: The mediating role of customer value—An emerging market perspective

Relationship marketing, orientation, brand equity and firm value: The mediating role of customer value—An emerging market perspective

George Kofi Amoako

This study investigates how customer value mediates the relationship between relationship marketing and firm value, and how brand equity mediates the relationship between relationship marketing and firm value in the telecommunications industry in Ghana. A quantitative research design was adopted. Data were collected from 1,000 customers from four main telecommunications companies in Accra, the capital city of Ghana. Structural equation modelling was used to analyze the relationship among the variables. The findings demonstrate that all five dimensions of RM—trust, empathy, shared value, communication, and bonding—have a significant positive influence on brand equity. The test further revealed that brand equity significantly leads to firm value and customer value. The research findings indicate that the relationship marketing concept and brand equity can be used to improve customer value and firm …

Routledge

2019

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&citation_for_view=hXmr_bYAAAAJ:ufKn5pxu7C0C

English