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

Author

Listed:
  • Ali, Mohamed Salih Yousif

    (Prince Sattam Bin Abdulaziz University)

Abstract

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.

Suggested Citation

  • Ali, Mohamed Salih Yousif, 2015. "Study on the Relationships among Marketing Information System Quality and Brand Equity Management in Banking Sector," Asian Business Review, Asian Business Consortium, vol. 5(3), pages 119-126.
    • Handle: RePEc:ris:asbure:0070
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    More about this item

    Keywords

    Marketing system quality; brand equity; Banking Sector;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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