The Mediation Role of Brand Image in Achieving Customers Brand Satisfaction and Commitment in the Egyptian Banking Sector

Egyptian banks face various challenges, including intensified competition from new banks, competition from nonbanking enterprises, new and expensive technologies, and instability in the economic and political macro environment. Therefore, branding becomes an important topic nowadays with the increasing competitiveness in the banking sector. This paper discusses the relations between Brand Equity dimensions; Customer Brand Engagement, Customer Brand Experience, Customer Brand Awareness and Customer Brand Loyalty and the research dependent variables; Brand Commitment and Brand Satisfaction taking in consideration Brand Image as a mediator. The research methodology adopted is based on the development of a questionnaire that allows for the measurement of customers’ perceptions and past experiences with brands. The adoption of this data collection method was due to the need to measure the focal constructs of the model, as well as the extensive use of survey methodology in previous studies examining customer branding. A correlation, regression and SEM were applied as an in-depth statistical tool of measuring the direct and indirect hypothesized relations. It was found that there is a significant full mediation role of Brand Image between the Brand Equity dimensions and Brand Satisfaction and Brand Commitment, except for Brand Engagement, implying that Brand Image is a key role of achieving Customer Satisfaction and Commitment through gaining a competitive advantage.