The Relationship between Brand-Building Factors and Branding Benefits in Commercial Banks Operating in Jordan: An Empirical Investigation of Managers’ Perspectives

This research aimed at investigating the relationship between brand building factors and branding benefits frommanagers’ perspectives. The primary data were collected from marketing and branch managers working for thecommercial banks operating in Jordan. Based on the services branding literature review, a model was developedand hypotheses were generated and empirically tested in this research. A quantitative methodology was designedto test the research model and achieve its objectives. The primary data collection tool was a structuredquestionnaire, which was developed for this study. Multiple and simple regression analysis were employed totest the research hypotheses. The most important findings are: first, there is a positive relationship between brandbuilding factors and the overall brand benefits, the financial and non-financial benefits, acting as separatedependent variables. Second, the effect of the brand building factors on the non-financial brand benefits isstronger than their effect on the financial brand benefits, which showed that the effect of the brand buildingfactors is highly intangible and embodied in the way that a bank does the banking business. Third, the mostsignificant predictors, in sequence, of the brand building factors on the overall brand benefits, financial andfinancial benefits are distinctive banking product, corporate culture and cross functional teams. Indeed, researchresults, conclusions, practical recommendations, contributions to branding knowledge and future researchopportunities are also discussed