Kyauta Nathan Bawa

Mediating Effect of Brand Preference on The Relationship between Brand Awareness and Brand Performance of Selected Deposit Money Banks in Kaduna Metropolis

Kyauta Nathan Bawa · Asian Journal of Economics, Business and Accounting · 2026

The Nigerian banking sector has become increasingly competitive, with Deposit Money Banks (DMBs) investing substantially in branding strategies to enhance market performance. This study investigated the mediating role of brand preference in the relationship between brand awarenes...