Measuring brand equity in banking industry: A case study of Mellat Bank
This study examines the influencing factors on brand equity in banking industry. The proposed study designs a questionnaire consists of 16 questions for measuring brand loyalty, brand awareness, brand compatibility and perceived quality in one of Iranian banks named Mellat Bank. Using a descriptive...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2013-08-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/msl_2013_231.pdf |
| _version_ | 1811267149326450688 |
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| author | Maryam Nadernezhad Younos Vakilalroaia |
| author_facet | Maryam Nadernezhad Younos Vakilalroaia |
| author_sort | Maryam Nadernezhad |
| collection | DOAJ |
| description | This study examines the influencing factors on brand equity in banking industry. The proposed study designs a questionnaire consists of 16 questions for measuring brand loyalty, brand awareness, brand compatibility and perceived quality in one of Iranian banks named Mellat Bank. Using a descriptive and non-experimental study, the proposed study gathers data and analyze them using t-student test. The results indicate that three components including brand loyalty, brand awareness and brand equity compatibility on brand equity of Mellat bank branches in Mazandaran province are in desirable level but the effect of perceived quality indicator on brand equity of Mellat Bank is not desirable. The study provides necessary suggestions to improve the quality of services for the proposed case study. |
| first_indexed | 2024-04-12T20:56:11Z |
| format | Article |
| id | doaj.art-ba70b96beb3b427f81f694e462c97723 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-04-12T20:56:11Z |
| publishDate | 2013-08-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-ba70b96beb3b427f81f694e462c977232022-12-22T03:16:59ZengGrowing ScienceManagement Science Letters1923-93351923-93432013-08-01382289229410.5267/j.msl.2013.07.015Measuring brand equity in banking industry: A case study of Mellat BankMaryam NadernezhadYounos VakilalroaiaThis study examines the influencing factors on brand equity in banking industry. The proposed study designs a questionnaire consists of 16 questions for measuring brand loyalty, brand awareness, brand compatibility and perceived quality in one of Iranian banks named Mellat Bank. Using a descriptive and non-experimental study, the proposed study gathers data and analyze them using t-student test. The results indicate that three components including brand loyalty, brand awareness and brand equity compatibility on brand equity of Mellat bank branches in Mazandaran province are in desirable level but the effect of perceived quality indicator on brand equity of Mellat Bank is not desirable. The study provides necessary suggestions to improve the quality of services for the proposed case study.http://www.growingscience.com/msl/msl_2013_231.pdfBrand equityBrand awarenessBrand compatibilityBrand loyaltyPerceived quality |
| spellingShingle | Maryam Nadernezhad Younos Vakilalroaia Measuring brand equity in banking industry: A case study of Mellat Bank Management Science Letters Brand equity Brand awareness Brand compatibility Brand loyalty Perceived quality |
| title | Measuring brand equity in banking industry: A case study of Mellat Bank |
| title_full | Measuring brand equity in banking industry: A case study of Mellat Bank |
| title_fullStr | Measuring brand equity in banking industry: A case study of Mellat Bank |
| title_full_unstemmed | Measuring brand equity in banking industry: A case study of Mellat Bank |
| title_short | Measuring brand equity in banking industry: A case study of Mellat Bank |
| title_sort | measuring brand equity in banking industry a case study of mellat bank |
| topic | Brand equity Brand awareness Brand compatibility Brand loyalty Perceived quality |
| url | http://www.growingscience.com/msl/msl_2013_231.pdf |
| work_keys_str_mv | AT maryamnadernezhad measuringbrandequityinbankingindustryacasestudyofmellatbank AT younosvakilalroaia measuringbrandequityinbankingindustryacasestudyofmellatbank |