EVALUATION OF FACTORS AFFECTING ON BRAND EQUITY OF MELLAT BANK

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ABBASI JAVAD; KAVOUSI DOLANGHAR AMIR; ESMAILI ZEINAB

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Journal Paper

Paper Information

Journal: JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR) Year:2012 | Volume:8 | Issue:24 Page(s): 90-99

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Information Journal Paper

Title

EVALUATION OF FACTORS AFFECTING ON BRAND EQUITY OF MELLAT BANK

Author(s)

ABBASI JAVAD | KAVOUSI DOLANGHAR AMIR | ESMAILI ZEINAB | Issue Writer Certificate

Keywords

SERVICESQ2

BRAND EQUITYQ2

BRAND LOYALTYQ2

BRAND ASSOCIATIONS OR AWARENESSQ2

Abstract

Brand equity is the most common term used to represent brand performance, and it is measured in terms of a financial value on the corporate balance sheet. In this research, the effect of SERVICES selected marketing mix on the BRAND EQUITY is studied. SERVICES Selected marketing mix includes People, Physical Evidence, Advertising, Banking SERVICES, Branch Accessibility and Process. These elements affect the BRAND EQUITY through the dimensions such as BRAND LOYALTY and BRAND ASSOCIATIONS OR AWARENESS. This research is an applied one. The method used is descriptive. The survey is based on Cluster sampling procedure from Mellat Bank consumers in Tehran (n=400) and the analysis of results is done with Structural Equation Model (SEM). The research instrument was a questionnaire whose reliability was calculated through Cronbach's alpha (a=0.92) and its content validity was analyzed and approved by the expert opinions.The results represent that Banking SERVICES, Advertizing and People Behavior, positively, will affect the BRAND EQUITY. Finally, advertising has been recognized as the most influential element in increasing BRAND EQUITY.

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