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International Journal of Academic Research in Economics and Management Sciences

Open Access Journal

ISSN: 2226-3624

Brand Awareness And Firm Performance: The Mediating Role Of Brand Love

George Dominic Kofi Mante, Umar Haiyat Bin Abdul Kohar, Edward Markwei Martey

http://dx.doi.org/10.6007/IJAREMS/v12-i4/19899

Open access

The purpose of this research is to investigate the relationship between brand awareness and firm performance and the mediating role of brand love among commercial banks.
Design/methodology/approach – The research adopted positivism approach and used survey methodology to collect response from 540 commercial bank customers and adopted Partial least squares structural equation modeling (PLS-SEM) to analyse the data.
Findings – The study found out that service brand awareness (recognition/recall) positively and significantly predicted firm performance of banks. Besides, brand love mediates the relationship between brand awareness and firm performance.
Originality/value – The research added to the ongoing study to investigate the link between brand awareness and firm performance. The study has also reviewed the value of brand love as a mediator of the brand awareness-firm performance connectivity.

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