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 from managers’ perspectives. The primary data were collected from marketing and branch managers working for the commercial banks operating in Jordan. Based on the services branding literature review, a model was developed and hypotheses were generated and empirically tested in this research. A quantitative methodology was designed to test...