A COMPARISON OF FINANCIAL-BASED A COMPARISON OF FINANCIAL-BASED BRAND EQUITY BETWEEN D-SIB AND NON-D-SIB THAI COMMERCIAL BANKS
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Abstract
This study aimed to assess and compare the Financial-Based Brand Equity (FBBE) of Thai commercial banks listed on the Stock Exchange of Thailand. The sample comprised 10 banks - 6 Domestic Systemically Important Banks (D-SIBs) and 4 Non-D-SIBs - spanning 2020-2024, yielding 50 observations. The FBBE measurement framework developed by Hasan et al. (2015) was applied, integrating Net Marketing Contribution (NMC), Marketing Return on Investment (MROI), and Relative Brand Strength (RBS). Hypotheses were tested using panel data regression with a random effects model, selected through the Hausman Test.
Finding revealed that D-SIBs had significantly higher FBBE than Non-D-SIBs in every year, averaging 3.100 times higher with a widening gap over time. D-SIB status had a significant positive effect on FBBE ( = 3.005,
< 0.050) after controlling for size, profitability, capital adequacy, asset quality, and macroeconomic factors. Policy interest rate was the strongest negative determinant (
= −56.891,
< 0.010), while ROA showed a positive association with FBBE. The results support Signaling Theory and the Multiplier Effect, constituting the first empirical evidence integrating D-SIB classification with FBBE assessment in a Southeast Asian emerging market.
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บทความ ข้อความ ภาพประกอบ และตารางประกอบที่ลงพิมพ์ในวารสารเป็นความคิดเห็นส่วนตัวของผู้นิพนธ์ ถือเป็นความรับผิดชอบของผู้นิพนธ์แต่เพียงผู้เดียว กองบรรณาธิการไม่จำเป็นต้องเห็นตามและไม่มีส่วนรับผิดชอบใด ๆ
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