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Study on the Relationships among Marketing Information System Quality and Brand Equity Management in Banking Sector

Asian Business Review

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Title Study on the Relationships among Marketing Information System Quality and Brand Equity Management in Banking Sector
 
Creator Yousif Ali, Mohamed Salih; Assistant Professor, Department of Business Administration, College of Science and Humanities Studies, Prince Sattam Bin Abdulaziz University, Al-Aflaj, KSA
 
Subject Marketing system quality, brand equity, Banking Sector
 
Description Marketing information system plays critical role in improving brand power and long-term profitability. The purpose of this study was to investigate the relationship between marketing information system quality (MKISQ) and brand equity management (BEM) within the banking sector. Results show that the three components of the MKISQ: marketing information quality, marketing support service quality, and marketing orientation quality Influence brand equity. This study contributes to the theoretical and managerial implication empirical of the MKISQ and BEM. The paper provides detail discussion, Imitations and suggestions for future research.  
 
Publisher Asian Business Consortium
 
Contributor —
 
Date 2015-08-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://journals.abc.us.org/index.php/abr/article/view/592
 
Source Asian Business Review; Vol 5, No 3 (2015): 12th Issue; 119-126
2305-8730
2304-2613
 
Language eng
 
Relation http://journals.abc.us.org/index.php/abr/article/view/592/425
 
Rights Copyright (c) 2015 Mohamed Salih Yousif Ali
http://creativecommons.org/licenses/by-nc/4.0