The Role of Brand Building in Strategic Resilience of Bank: Analytical Study on A Sample of Iraqi Private Sector Banks

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The Role of Brand Building in Strategic Resilience of Bank: Analytical Study on A Sample of Iraqi Private Sector Banks

Salam Jassim Hmood &  Haneen Maitham Ali

ABSTRACT

This study aims to explore and analyze the relationship between brand building and strategic resilience in Iraqi private banks. The study hypothesizes that brand building has a significant impact on strategic resilience. The research utilizes a descriptive-analytical method with a sample of 200 decision-makers from 15 private commercial banks in central and southern Iraq. Structural Equation Modeling (SEM) and Path Analysis have been employed using the software SPSS.V.23 and AMOS.V.23. The results indicate that brand building has a positive impact on enhancing the strategic resilience of the banks in the sample.

Keywords: Brand building, strategic resilience, brand Citizenship, brand name, banks.

Volume 13, Issue 1, Pages 292-304

DOI: 10.52113/6/2023-13-1/292-304

Categories: Uncategorized