Title: A model of customer-based brand equity: evidence from the banking service in Iran

Authors: Mirza Hassan Hosseini; Nahid Saravi-Moghadam

Addresses: Department of Management, Economics and Accounting, Payame Noor University, P.O. Box 19395-3697, Tehran, Iran ' Department of Management, Economics and Accounting, Payame Noor University, P.O. Box 19395-3697, Tehran, Iran

Abstract: There is a growing emphasis on building and managing brand equity as the primary drivers of a bank industry success. In this study, to evaluate of brand equity dimension, the measuring tools suggested by different researcher, regarding local circumstances and Persian bank specifications, is used. The present research is a descriptive study by using a sample of 266 actual customers from seven branches in north provinces Saman bank of Iran. The findings in this paper support the five-dimensional model of customer-based brand equity in bank industry. The present study contributes to the understanding of customer-based brand equity measurement by examining the dimensionality of this construct. The paper shows that bank managers and executives should try to influence; perceived quality, brand loyalty, brand image, brand value and brand awareness in their organisations and design their service delivery process by considering relations between customer-based brand equity components.

Keywords: customer-based brand equity; perceived quality; brand loyalty; brand image; brand value; brand awareness; banking industry; bank services; Iran; service delivery.

DOI: 10.1504/IJPQM.2017.083282

International Journal of Productivity and Quality Management, 2017 Vol.21 No.1, pp.23 - 44

Received: 17 Oct 2015
Accepted: 05 Dec 2015
Published online: 23 Mar 2017 *

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