Measuring the Sources and Outcomes of Customer-Based Brand Equity in a Service Industry 

Customer-based brand equity (CBBE) is a business' important intangible asset from which benefits flow. However, most studies focus on measuring CBBE sources, rarely on the outcomes/benefits. Moreover, investigations on sources of CBBE have been limited to product brands, with limited studies on service brands. This study integrated two models to measure the CBBE sources and outcomes of Nigeria's United Bank for Africa (UBA). Cross-sectional data was collected from UBA customers (n=178) in 12 UBA branches in six of the seven Nigerian provinces. Structural equation modelling results revealed that among four CBBE sources, brand association and brand loyalty significantly influenced UBA's overall CBBE. UBA's CBBE significantly impacted customers' brand preference, repurchase intention and price premium-payment. Theoretical and managerial implications are provided.