Impact of Selected Marketing Communication Tools on Building Brand Equity: The Case of Egypt

Author: admin zant

Globalization, fast technological developments, increased reliance

on integrated marketing communication programs and the

homogeneous nature of bank services have increased competition

and affected the way banks operate in today’s competitive

business environment. The aim of this paper is to examine the

impact of two major marketing communication tools, which consist

of advertising and direct marketing on building overall brand equity

in the Egyptian banking sector via five customer-based brand

equity (CBBE) dimensions (brand awareness, brand perceived

quality, brand associations, brand loyalty, and brand trust). This

study used a quantitative approach, which consisted of a large-
scale questionnaire survey. Data were collected from 465 bank

customers based on a quota sampling technique and analyzed

using Structural Equation Modelling (SEM). Findings showed that

direct marketing and advertising have a significant positive direct

effect on building overall brand equity. Although all CBBE

dimensions are interrelated, not all of them directly impact overall

brand equity. Only brand perceived quality and brand loyalty were

found to have a significant positive direct effect on overall brand

equity. Based on the paper’s substantive model, building brand

equity requires using an effective marketing communication mix to

affect perceived quality and loyalty.

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