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Unpacking Brand Equity in Emerging Banking Markets: A Structural Equation Modeling Approach to Mediated Customer Loyalty in Nepal

Author

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  • Dr. Gopal Thapa

    (Associate Professor, Faculty of Management, Tribhuvan University)

  • Chhemananda Joshi

    (Faculty of Management, Tribhuvan University)

Abstract

This study investigates the structural relationships between customer-based brand equity (CBBE) dimensions, customer satisfaction, and customer loyalty within the commercial banking sector of Nepal. Utilizing a sample of 779 bank customers across six commercial banks in the Kailali and Kanchanpur districts, structural equation modeling (SEM) via AMOS-22 was conducted to evaluate the hypothesized paths. The findings demonstrate that brand trust (β=0.90) and perceived quality (β=0.60) serve as the strongest antecedents of overall brand equity, followed by brand image (β=0.37) and brand awareness (β=0.32). Furthermore, customer satisfaction was found to partially mediate the relationship between brand equity and customer loyalty (indirect effect = 0.145, p=0.001). Strategic implications for banking institutions in developing markets are discussed.

Suggested Citation

  • Dr. Gopal Thapa & Chhemananda Joshi, 2026. "Unpacking Brand Equity in Emerging Banking Markets: A Structural Equation Modeling Approach to Mediated Customer Loyalty in Nepal," International Journal of Latest Technology in Engineering, Management & Applied Science, RSIS International, vol. 15(9), pages 2752-2759, September.
    • Handle: RePEc:bjf:ijltem:v:15:y:2026:i:9:a:486
    DOI: 10.51583/IJLTEMAS.2026.150900135
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