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: | Maryam Nadernezhad, Younos Vakilalroaia |
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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 |
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