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An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India

Author

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  • Vikas Gautam

    (ICFAI University, India)

  • Mukund Kumar

    (ICFAI University, India)

Abstract

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The present study is based on customer-based brand equity called the Brand Resonance model suggested by Keller (2001), which comprises six brand equity constructs, such as: brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience. Exploratory factor analysis was performed to reduce the total number of items to a small number of underlying factors, and the results produced six factors, namely: brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience. These alpha coefficients of the reliability test were found to be ranging from 0.781 to 0.912 for all of the brand equity constructs individually, and for the entire scale the value of alpha was found to be 0.837. Correlation analysis was performed to find out relationships among various components of brand equity. From the findings of multiple regression analysis it is evident that brand performance emerged as the most important determinant of brand resonance, followed by brand feelings (0.427) and brand judgements (0.306).

Suggested Citation

  • Vikas Gautam & Mukund Kumar, 2012. "An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India," Management, University of Primorska, Faculty of Management Koper, vol. 7(1), pages 3-16.
    • Handle: RePEc:mgt:youmng:v:7:y:2012:i:1:p:003-016
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    References listed on IDEAS

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    1. Jorge M. Oliveira-Castro & Gordon R. Foxall & Victoria K. James & Roberta H.B.F. Pohl & Moema B. Dias & Shing W. Chang, 2008. "Consumer-based brand equity and brand performance," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 445-461, May.
    2. Bello, David C. & Holbrook, Morris B., 1995. "Does an absence of brand equity generalize across product classes?," Journal of Business Research, Elsevier, vol. 34(2), pages 125-131, October.
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    Cited by:

    1. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).

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