Impact of branding strategies on service delivery within Mogadishu's commercial banks, Somalia

Abdikarim Hassan Khailey () and Bashir Abdullahi Ibrahim ()

International Journal of Management and Sustainability, 2025, vol. 14, issue 1, 93-101

Abstract: The study sought to establish the impact of branding strategies on service delivery within Mogadishu's commercial banks in Somalia. The study's target population was 15 commercial banks in Mogadishu. The unit of analysis was three marketing officers from the marketing department in each bank, giving a total of 45 respondents, and census was adopted. Information was gathered with the aid of a structured questionnaire whose validity and reliability had been determined beforehand. Data analysis was done through descriptive analysis, multiple linear regression, and correlation analyses. Brand association (p<0.05), brand awareness (p<0.05), brand positioning (p<0.05), and brand identity (p<0.05), were branding practices that had a significant effect on service delivery among commercial banks in Mogadishu, Somalia. Brand position and brand identity significantly influenced brand practices, while brand association and brand awareness also significantly affected brand practices. One can use brand awareness campaigns as a strategy to influence service delivery and competitively position brands within the marketplace.

Keywords: Branding practices; Commercial banks; Service delivery. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://archive.conscientiabeam.com/index.php/11/article/view/4031/8398 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pkp:ijomas:v:14:y:2025:i:1:p:93-101:id:4031

Access Statistics for this article

More articles in International Journal of Management and Sustainability from Conscientia Beam
Bibliographic data for series maintained by Dim Michael ().