MARKETING EXPENDITURE IMPACT ON BANK’S FINANCIAL PERFORMANCE: A CASE STUDY ON KUWAITI BANKS

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  • Musaed S. AlAli Department of Insurance and Banking, College of Business Studies, The Public Authority for Applied Education and Training (PAAET), Kuwait
  • Hazem A. AlKulaib Department of Management, College of Business Studies, The Public Authority for Applied Education and Training (PAAET), Kuwait
  • Rawan Abuzarqa Károly Ihrig Doctoral School of Management and Business, University of Debrecen, Debrecen, Hungary
  • Abdulaziz S. AlSalem Department of Insurance and Banking, College of Business Studies, The Public Authority for Applied Education and Training (PAAET), Kuwait

DOI:

https://doi.org/10.46827/ejefr.v5i1.1051

Klíčová slova:

marketing expenditure, Kuwaiti banks, financial performance, return on assets (ROA)

Abstrakt

Marketing personnel are always under pressure to justify their marketing strategies expenses to bank top management and shareholders. This study aims to provide some justification for their expenses by linking it to the financial performance of the firm. Using the data of ten Kuwaiti banks that are listed at Kuwait stock exchange (KSE) over the period spanning from 2008 to 2018, results show that there is a statistically significant direct relation between marketing expenditure and the financial performance of banks in Kuwait. In addition, results show that both bank size and assets per employee also have a direct relation with bank performance. JEL: G21; G24; G10

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Biografie autora

  • Musaed S. AlAli, Department of Insurance and Banking, College of Business Studies, The Public Authority for Applied Education and Training (PAAET), Kuwait
    Musaed S. AlAli holds a bachelor degree in finance and banking from Kuwait University (1993), master in business administration (MBA) from Middle Tennessee State University (1995), and a doctoral of philosophy (PhD) from RMIT University in Australia (2016). Dr. AlAli worked in a number of investment and banking institutions for 14 years as a senior treasury dealer before joining PAAET in 2009. His main areas of interest are financial management, financial analysis and financial economics.
  • Hazem A. AlKulaib, Department of Management, College of Business Studies, The Public Authority for Applied Education and Training (PAAET), Kuwait
    Hazem A. AlKulaib holds a bachelor degree in marketing from Eastern Washington University (1996) and master degree in marketing from University of Exeter (2009). His main areas of interest are consumer behavior and pricing strategies.
  • Rawan Abuzarqa, Károly Ihrig Doctoral School of Management and Business, University of Debrecen, Debrecen, Hungary
    Rawan Abuzarqa is a PhD candidate at Debrecen University, she holds a master’s degree in business administration (MBA) and a bachelor degree in accounting. Her main areas of interest are bank risk management, financial management, and financial economics.
  • Abdulaziz S. AlSalem, Department of Insurance and Banking, College of Business Studies, The Public Authority for Applied Education and Training (PAAET), Kuwait
    Abdulaziz S. AlSalem holds a bachelor degree in finance from Kuwait University and a master’s degree in risk management and insurance from City University London. His main areas of interest are risk management and insurance.

Reference

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Stažení

Publikováno

2021-04-28

Číslo

Vol 5 No 1 (2021)

Sekce

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