Masunu, Mwasi Raiya2026-06-102020APAhttps://scholar.mzumbe.ac.tz/handle/123456789/2092A dissertation submitted to Mzumbe University (DCC) as a partial fulfilment of the requirement for the award of Master's Degree of Applied Economics and Business of Mzumbe UniversityOver 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. In addition, the results imply high levels of brand equity significance does not connote high firm financial performanceenCustomers respondBrand offeringBanking industryPerfomanceCognitive behavioralFinancial performanceEconomic pespectiveConsumer behaviourBank brandsThesis