The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation

The importance of brand equity in branding and marketing has led researchers and industry specialists to investigate its model and evaluation. There is a lack of studies on the brand equity of service and banking industries in emerging economies. It is atypical for banks to be devoid of branding stu...

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Main Author:	EJAZ, AHMED
Format:	Thesis
Language:	English English English
Published:	2024
Subjects:	TX Home economics
Online Access:	http://ir.unimas.my/id/eprint/45408/5/Thesis%20PhD_Ejaz%20Ahmed%20-%2024%20pages.pdf http://ir.unimas.my/id/eprint/45408/10/DOW_Ejaz.update.pdf http://ir.unimas.my/id/eprint/45408/12/Thesis%20PhD_Ejaz%20Ahmed.updated.pdf
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id	my-unimas-ir.45408
record_format	uketd_dc
spelling	my-unimas-ir.454082024-08-27T05:08:33Z The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation 2024-07-26 EJAZ, AHMED TX Home economics The importance of brand equity in branding and marketing has led researchers and industry specialists to investigate its model and evaluation. There is a lack of studies on the brand equity of service and banking industries in emerging economies. It is atypical for banks to be devoid of branding study. Evaluating a service prior to purchasing or using it can be challenging, and it sometimes requires a significant amount of effort to authenticate the claims made by the company. One may also resort to leveraging social media platforms to gather feedback from family, friends, and groups regarding specific products or services. Many brand equity studies conducted in affluent nations have yielded positive results, indicating the need for a concentrated effort on emerging countries in the same region. Brand equity data is limited in the service industry, particularly in the banking sector, especially in emerging countries such as Pakistan. This study employs Aaker's model dimensions to evaluate the brand equity of banks in Pakistan. A total of 426 banking users from Lahore were surveyed in person to gather data based on non-probability by following purposive technique. Lahore is the capital of Punjab, the second-largest city in terms of population, and also houses the second largest stock market. PLS-SEM was employed to assess the adequacy of the model by examining both the measurement model and structural equation modeling. The study demonstrates that customer participation behaviour (CPB) and citizenship behaviour (CCB) enhance brand equity. Social media serves as a mediator and enhances the value of a brand. Social media platforms also have a favourable impact on the relationship between customer participation behaviour (CPB) and brand equity (BE), ultimately strengthening brand equity. Nevertheless, it does not enhance the links between CCB and BE. The primary cause is the proliferation of counterfeit, inaccurate, and manipulated material and comments on websites, blogs, and comment sections. It is imperative for all banks to provide utmost importance to internal branding, services, security, and privacy, as well as external consumers. This is for the reason that the service encounter is a critical moment that determines the value of the brand. Stakeholder encouragement should be given priority by top management, as it directly represents the brand values through customer service. The majority of Pakistani banks provide internet banking services, although the survey participants refrain from using it due to a lack of trust. Therefore, it is imperative for the majority of Pakistani banks to collaborate with the State Bank of Pakistan (SBP) in order to establish and enhance the trustworthiness of internet banking. Enhancements in service, client satisfaction, and brand equity are observed. Keywords: Banking sector, Brand equity, Emerging markets, Service brand equity, Service sector International Journal of Academic Research in Business and social Science 2024-07 Thesis http://ir.unimas.my/id/eprint/45408/ http://ir.unimas.my/id/eprint/45408/5/Thesis%20PhD_Ejaz%20Ahmed%20-%2024%20pages.pdf text en public http://ir.unimas.my/id/eprint/45408/10/DOW_Ejaz.update.pdf text en staffonly http://ir.unimas.my/id/eprint/45408/12/Thesis%20PhD_Ejaz%20Ahmed.updated.pdf text en validuser http://hrmars.com/index.php/pages/detail/IJARBSS phd doctoral Faculty of economic and Business Universiti Malaysia Sarawak
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English English English
topic	TX Home economics
spellingShingle	TX Home economics EJAZ, AHMED The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation
description	The importance of brand equity in branding and marketing has led researchers and industry specialists to investigate its model and evaluation. There is a lack of studies on the brand equity of service and banking industries in emerging economies. It is atypical for banks to be devoid of branding study. Evaluating a service prior to purchasing or using it can be challenging, and it sometimes requires a significant amount of effort to authenticate the claims made by the company. One may also resort to leveraging social media platforms to gather feedback from family, friends, and groups regarding specific products or services. Many brand equity studies conducted in affluent nations have yielded positive results, indicating the need for a concentrated effort on emerging countries in the same region. Brand equity data is limited in the service industry, particularly in the banking sector, especially in emerging countries such as Pakistan. This study employs Aaker's model dimensions to evaluate the brand equity of banks in Pakistan. A total of 426 banking users from Lahore were surveyed in person to gather data based on non-probability by following purposive technique. Lahore is the capital of Punjab, the second-largest city in terms of population, and also houses the second largest stock market. PLS-SEM was employed to assess the adequacy of the model by examining both the measurement model and structural equation modeling. The study demonstrates that customer participation behaviour (CPB) and citizenship behaviour (CCB) enhance brand equity. Social media serves as a mediator and enhances the value of a brand. Social media platforms also have a favourable impact on the relationship between customer participation behaviour (CPB) and brand equity (BE), ultimately strengthening brand equity. Nevertheless, it does not enhance the links between CCB and BE. The primary cause is the proliferation of counterfeit, inaccurate, and manipulated material and comments on websites, blogs, and comment sections. It is imperative for all banks to provide utmost importance to internal branding, services, security, and privacy, as well as external consumers. This is for the reason that the service encounter is a critical moment that determines the value of the brand. Stakeholder encouragement should be given priority by top management, as it directly represents the brand values through customer service. The majority of Pakistani banks provide internet banking services, although the survey participants refrain from using it due to a lack of trust. Therefore, it is imperative for the majority of Pakistani banks to collaborate with the State Bank of Pakistan (SBP) in order to establish and enhance the trustworthiness of internet banking. Enhancements in service, client satisfaction, and brand equity are observed. Keywords: Banking sector, Brand equity, Emerging markets, Service brand equity, Service sector
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	EJAZ, AHMED
author_facet	EJAZ, AHMED
author_sort	EJAZ, AHMED
title	The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation
title_short	The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation
title_full	The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation
title_fullStr	The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation
title_full_unstemmed	The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation
title_sort	impact of customer value co-creation on brand equity within the banking industry of lahore (pakistan): social media as moderator relationship, impact between brand equity and value co-creation
granting_institution	Faculty of economic and Business
granting_department	Universiti Malaysia Sarawak
publishDate	2024
url	http://ir.unimas.my/id/eprint/45408/5/Thesis%20PhD_Ejaz%20Ahmed%20-%2024%20pages.pdf http://ir.unimas.my/id/eprint/45408/10/DOW_Ejaz.update.pdf http://ir.unimas.my/id/eprint/45408/12/Thesis%20PhD_Ejaz%20Ahmed.updated.pdf
_version_	1811771576591319040

The Impact of Customer Value Co-Creation on Brand Equity within the Banking Industry of Lahore (Pakistan): Social Media as Moderator Relationship, Impact between Brand equity and Value Co-Creation

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