Abstract:
Over the years the concept of brand equity has been studied extensively. The concept
has been applied to study how customers respond to a brand offering. These studies
have been carried out in varying industries and in relation to a number of other
concepts. Brand equity and firm financial performance are such an example. These
studies are few. And, furthermore, few of such studies have been carried out on the
banking industry and even fewer in the African context.
This study looks at consumer-based brand equity from two perspectives. Cognitive
behavioral perspective and information economic perspective. These brand equity
perspectives are tested in relation to firm financial performance.
The study found some significance in the relationship between consumer-based
brand equity and firm financial peformance. Cognitive behavioural perspective
consumer-brand equity dimensions showed more significance in relation to firm
financial performance than information economic perspective consumer-based brand
dimensions.