TY  - BOOK
AU  - Adeyinka,Adeola
AU  - Yeşilada,Figen
TI  - THE EFFECT OF CUSTOMER EXPERIENCE ON  BRAND EQUITY USING MULTI-CHANNEL IN THE  NIGERIAN BANKING SECTOR
PY  - 2023///
KW  - Branding (Marketing)
KW  - Dissertations, Academic
KW  -  Brand loyalty
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes bibliography (sheets 59-76)
N2  - 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

ER  -