Published Online:February 2025
Product Name:The IUP Journal of Bank Management
Product Type:Article
Product Code:IJBM010125
DOI:10.71329/IUPJBM/2025.24.1.5-24
Author Name:Lattifah Nasser Twalib and Omary Swalehe
Availability:YES
Subject/Domain:Finance
Download Format:PDF
Pages:5-24
Sustainability challenges have increasingly captured the attention of global policymakers; however, the 21st century has introduced new dynamics into the integration of sustainable development within everyday business practices. The study examines the power of societal engagement: boosting brand equity in Tanzanian commercial banks. Using a cross-sectional research design and a mixed-methods approach, data was collected from 170 respondents through purposive sampling. The quantitative data was analyzed using descriptive statistics and multiple linear regression, and qualitative data was processed through content analysis. Key findings reveal a strong positive correlation between societal engagement and brand equity. This indicates that increased efforts in societal initiatives directly boost the brand equity of Tanzanian commercial banks. The study concludes that banks that strategically align their operations with sustainability and community engagement are likely to enhance their brand value significantly. These findings contribute to brand equity theory by identifying societal engagement as a crucial factor influencing brand equity. The study recommends that commercial banks invest in societal engagement initiatives to optimize their brand strength and market positioning.
Sustainability challenges have increasingly captured the attention of global policymakers; however, the 21st century has introduced new dynamics into the integration of sustainable development within everyday business practices (Loucanova et al., 2022). The implementation of sustainable strategies requires a holistic transformation of business models and a collaborative approach involving multiple stakeholders, with consumers positioned as pivotal decision-makers regarding the acceptance of these business models (Jung and Kim, 2020).