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Conceptualization Of Customer Based Brand Equity In Financial Service Sector

Author

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  • Shakiba Ghadir Jamal Abad

    (Allameh Tabatabai University, Tehran, Iran)

  • Jalali Seyed Hossein

    (Allameh Tabatabai University, Tehran, Iran)

Abstract

Brand management is not well understood in developing countries in comparison to its rich literature in developed countries. Therefore, current study aimed to conceptualize the customer based brand equity in the financial service sector with respect to its effect on perception of brand. A sample of 384 actual customers of Bank Saderat Iran (BSI), as the largest private bank in Iran, used to test the relations which depicted in the proposed model of the study. Findings showed that perceived quality, brand loyalty, brand awareness and brand association are influential criteria of brand equity that enhances perception of brand in financial service sector. Among the four mentioned dimensions, brand association appears to have the most influence on brand equity than other dimensions. This study provides important insights about the understanding of customer perceptions of overall brand equity and its dimensions in financial service sector of developing countries, especially in banking industry.

Suggested Citation

  • Shakiba Ghadir Jamal Abad & Jalali Seyed Hossein, 2013. "Conceptualization Of Customer Based Brand Equity In Financial Service Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(1), pages 123-133, April.
    • Handle: RePEc:blg:journl:v:8:y:2013:i:1:p:123-133
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    File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/8113shakiba&jalali.pdf
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    References listed on IDEAS

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    4. R. Chumpitaz & N. Paparoidamis, 2007. "Service quality, relationship satisfaction, trust, commitment, and business-to-business loyalty," Post-Print hal-00199063, HAL.
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    Cited by:

    1. S. Hossein Jalali & Ghadir Shakiba Jamalabad, 2014. "Media E-Branding and its Antecedents: A Case from Iranian Online News Agencies," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 8(2), pages 70-78, Fall.

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