RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS

Authors : İlhan EGE, Maya KATENOVA, Bulent DUMLUPINAR

Pages : 239-247

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Publication Date : 2016-07-28

Article Type : Research Paper

Abstract :Abstract Currently, there are 38 commercial banks operating in Kazakhstan. Being competitive enough, they promote themselves by proper advertising campaigns. This paper is devoted to the issue of advertising campaign and explores whether or not it significantly affects profitability in the banking industry of Kazakhstan.  Net incomes of the twenty largest banks in Kazakhstan are studied for the period of 2005 until 2012 consisting of 32 quarterly observations.  Unit root test was employed to check marketing expenses, earnings before interest and taxes and net income.  Regression analysis was conducted using marketing expenses from previous period and current profitability. Income was measured by Earnings Before Interest and Tax and Net Income of the largest twenty banks of Kazakhstan.  Marketing expenses of previous periods were analyzed as well. Key words : Marketing, profitability, banking sector, regression analysis Jel Codes: G20, C30, M31
Keywords : Pazarlama, Karlılık, Bank acılık sek törü, Regresyon analizi