Brand Relationship,The Cornerstone on Building Strong Brand in Commercial Banks

Subject Areas : مدیریت

Kambiz  Heidarzadeh ¹ (دانشیار، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، گروه مدیریت بازرگانی، تهران، ایران)
Javad  Abbasi ² (دانشجوی دکتری، واحد علوم و تحقیقات تهران، گروه مدیریت بازرگانی، تهران، ایران)

Received: 2014-11-03 Accepted : 2015-02-01 Published : 2015-06-10

Keywords: Brand Equity, Brand Relationship, Brand Knowledge, Brand Attachment, Commercial Banks,

Abstract :

The present Research is an investigation to identify the factors that influence the commercial banks brand equity and to study their relationships in form of a brand assess model. The purpose is to provide a local model for banking industry in Iran. Therefore, by conducting a mixed research, first through explanatory studies three dimensions of brand equity, branding knowledge and brand relationship were identified in commercial banks. Afterwards, by designing appropriate and high-quality measurement tools, and data gathering, the assessing model of brand equity for banking industry in Iran was analyzed and tested. In the present research, the statistical populations were all the clients of the banks. The number of the selected sample was 802. The findings of the research showed that the variables of brand relationship serve as an intermediary variable. In other words, brand knowledge has a positive effect on customers' relationship with the bank brands; and the consequences of banks brand equity were directly affected by the relationship between the customers and bank brands. This article provides managerial applications, suggestions for further research as well as the research limitations.