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

Musaed S. AlAli, Hazem A. AlKulaib, Rawan Abuzarqa, Abdulaziz S. AlSalem

Abstract


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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Keywords


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

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DOI: http://dx.doi.org/10.46827/ejefr.v5i1.1051

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