IJLTEMAS International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS) IJLTEMAS 2278-2540 IJLTEMAS 486 10.51583/IJLTEMAS.2026.150900135 Marketing Unpacking Brand Equity in Emerging Banking Markets: A Structural Equation Modeling Approach to Mediated Customer Loyalty in Nepal Gopal Thapa Dr. Associate Professor, Faculty of Management, Tribhuvan University Nepal Joshi Chhemananda Faculty of Management, Tribhuvan University Nepal 15 9 2752 2759 27 09 2026 02 10 2026 21 10 2026 Brand Equity Structural Equation Modeling Customer Satisfaction Customer Loyalty Nepalese Banking Abstract

This study investigates the structural relationships between customer-based brand equity (CBBE) dimensions, customer satisfaction, and customer loyalty within the commercial banking sector of Nepal. Utilizing a sample of 779 bank customers across six commercial banks in the Kailali and Kanchanpur districts, structural equation modeling (SEM) via AMOS-22 was conducted to evaluate the hypothesized paths. The findings demonstrate that brand trust (β=0.90) and perceived quality (β=0.60) serve as the strongest antecedents of overall brand equity, followed by brand image (β=0.37) and brand awareness (β=0.32). Furthermore, customer satisfaction was found to partially mediate the relationship between brand equity and customer loyalty (indirect effect = 0.145, p=0.001). Strategic implications for banking institutions in developing markets are discussed.

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