Designing a Brand Performance Model for Banking Services Market Based on Customer-Based Brand Equity

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Jalalzade Seyed Reza; KAZEMI ALI; ANSARI AZARNOOSH

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Journal: Management Research in Iran Year:2018 | Volume:22 | Issue:3 Page(s): 105-134

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Information Journal Paper

Title

Designing a Brand Performance Model for Banking Services Market Based on Customer-Based Brand Equity

Author(s)

Jalalzade Seyed Reza | KAZEMI ALI | ANSARI AZARNOOSH | Issue Writer Certificate

Keywords

Customer Based Brand EquityQ2

Customer Relationship EquityQ1

Brand PerformanceQ1

DelphiQ1

Abstract

In this study, based on theoretical and quantitative researches, a conceptual model was presented for explaining different dimensions of research variables, such as designing Brand Performance model for banking service market of Iran based on customer – based brand equity. First, after reviewing the literature, the original model was designed and then the initial conceptual model was completed and approved by the Delphi method and experts' opinion. Sampling was carried out based on the method of judging and snowball. The sample size was 30 executives, deputies and experts of the banking sector. Using the final version of the questionnaire which has the necessary and proper reliability and validity, by using stratified random cluster sampling. During one week at different hours, 399 individuals were surveyed from the customers of the eight branded public banks randomly by face-to-face interview. Following the identification of the constituent structures of each of the variables, also relations between them were examined. The results of the research showed that brand equity does not directly affect market performance from the customer’ s perspective, but it is effective indirectly through the Customer Relationship Equity. Also, among the structures constituting the brand equity and the Customer Relationship Equity, all aspects except the brand differentiation and brand awareness, affect the characteristics of the Customer Relationship Equity. Also, results showed that all the constituents of the Customer Relationship Equity have a direct and significant effect on Brand Performance.

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APA: Copy

Jalalzade, Seyed Reza, KAZEMI, ALI, & ANSARI, AZARNOOSH. (2018). Designing a Brand Performance Model for Banking Services Market Based on Customer-Based Brand Equity. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 22(3 ), 105-134. SID. https://sid.ir/paper/371188/en

Vancouver: Copy

Jalalzade Seyed Reza, KAZEMI ALI, ANSARI AZARNOOSH. Designing a Brand Performance Model for Banking Services Market Based on Customer-Based Brand Equity. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2018;22(3 ):105-134. Available from: https://sid.ir/paper/371188/en

IEEE: Copy

Seyed Reza Jalalzade, ALI KAZEMI, and AZARNOOSH ANSARI, “Designing a Brand Performance Model for Banking Services Market Based on Customer-Based Brand Equity,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 22, no. 3 , pp. 105–134, 2018, [Online]. Available: https://sid.ir/paper/371188/en

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