Effects of Marketing Assets and Capabilities on Performance: An Empirical Investigation of Banks Operating in Jordan

This study aimed to investigate the relationship between marketing assets and capabilities and performance inbanks operating in Jordan. Further, the study aimed at examining the moderation effects of some variables onthis relationship as well as examining the effect of top management support and commitment on buildingmarketing assets and capabilities. A model was developed and hypotheses were stated to achieve the researchobjectives. Data were collected from banks’ marketing and branch managers operating in Jordan by using a selfadministeredquestionnaire which was developed for the purpose of this research. Multiple regression analysisfindings indicate that marketing assets and capabilities have positively affected banks’ performance that wasmeasured based on financial and customer measures. Simple regression analysis findings indicate that topmanagement support and commitment have positively affected building marketing assets and capabilitiesovertime. The strongest effect of marketing assets and capabilities is on banks’ profitability, total revenues andcustomer satisfaction, respectively. The findings of ANOVA analysis indicate that bank marketing experienceand managers’ background moderate the relationship between marketing assets and capabilities and banks’performance indicators. It is concluded that marketing assets and capabilities have a strategic role to play onbanks’ ability to achieve long-term objectives and enjoy competitive advantages. Finally, research conclusions,contribution and limitation and future research directions are outlined