Survey status of Customer- based Brand equity from the bank industry of Iran

There is a growing emphasis on building and managing brand equity as the primary drivers of a bank industry success. Banks and financial and credit institutions play an important role in the progress and development of any country’s economy. Brands have been increasingly considered as primary capital for many businesses. Financial professionals have developed the notion that a brand has an equity that may exceed its conventional asset value. 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 ۲۶۶ actual customers from ۷ branches in north provinces Saman bank of Iran was used to t-test. The data indicate that there is a significant difference between the important and satisfaction all dimensions of brand equity.

کلیدواژه ها:

Brand equity ، brand perceived quality ، brand loyalty ، brand image ، brand value ، brand awareness