Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 59-76)

ABSTRACT
The value of a company's brand is crucial to its survival in the modern global
economy. Potential for growth in sales is enhanced when consumers are willing to
pay more for, recommend, and invest in a brand that has high levels of positive brand
equity. Awareness, affiliations, quality perceptions, and brand loyalty are just few of
the ways in which a brand's worth can be evaluated by consumers. Statistics Package
for the Social Sciences (SPSS) was used to examine survey responses from Nigerians
who have bank accounts. This research adds to the existing body of knowledge by
demonstrating the importance of customer experience as a direct factor in the
valuation of brands in the financial services sector. Accordingly, our study has
shown that improving brand equity in the banking industry necessitates a greater
focus on enhancing customers' satisfaction with the brand and their emotional
attachment to the company.
Keywords: Brand Association, Brand Awareness, Brand Equity, Brand Loyalty,
Customer Experience, Perceived Quality.