Ofori, S. M.
Department of Business Administration, Faculty of Administration and Management, Rivers State University, Nkpolu-Oroworukwo, Port Harcourt, Nigeria
ABSTRACT
This study investigated the critical relationship between competitor benchmarking and organizational brand equity among commercial banks operating in South-South Nigeria, with particular focus on three key dimensions of brand equity: brand awareness, brand loyalty, and market leadership. Grounded in the technology-organization-environment framework and employing a positivist research paradigm, the study utilized a descriptive, correlational, and cross-sectional research design to collect and analyze data from 55 senior managers across 11 leading AI-driven commercial banks in the region. The research instrument, a structured questionnaire, demonstrated exceptional reliability with Cronbach’s Alpha scores exceeding 0.90 across all measurement scales. Using Spearman’s rank correlation analysis through SPSS version 23.0, the study revealed statistically significant positive relationships between competitor benchmarking and all three brand equity components. These findings not only confirm the strategic value of competitor benchmarking in enhancing brand equity but also highlight the moderating role of technological infrastructure in maximizing these benefits. The study concludes that competitor benchmaking has significance impact on organizational brand equity, that brand equity of commercial banks in Nigeria is enhanced by competitor benchmarking, thus it was recommended that Commercial banks in Nigeria should modernize technology infrastructure to strengthening cybersecurity for competitive intelligence protection, and developing human capital for analytics capabilities.
Keykeywords: Competitor benchmarking, brand equity, brand awareness, brand loyalty, market leadership,AI-powered tools.
Leave a Reply