Brand Awareness And Firm Performance: The Mediating Role Of Brand Love

Abstract

The purpose of this research is to investigate the relationship between brand awareness and firm performance and the mediating role of brand love among commercial banks. Design/methodology/approach – The research adopted positivism approach and used survey methodology to collect response from 540 commercial bank customers and adopted Partial least squares structural equation modeling (PLS-SEM) to analyse the data. Findings – The study found out that service brand awareness (recognition/recall) positively and significantly predicted firm performance of banks. Besides, brand love mediates the relationship between brand awareness and firm performance. Originality/value – The research added to the ongoing study to investigate the link between brand awareness and firm performance. The study has also reviewed the value of brand love as a mediator of the brand awareness-firm performance connectivity.