عنوان مقاله [English]
Intensifying competition in Iranian banking system made great banks vulnerable against guerrilla strategies of small ones. In this situation it is critical to maintain the relationship between banks with their customer for saving their market share. One indicator of bank-customer relationship strength is brand resonance. This research aims to assess determining factors of brand resonance of Bank SADERAT based on Keller’s brand equity pyramid. A 31-items questionnaire was designed and filled by self-report method from sample of 383 customers by quota sampling approach. Results revealed a positive effect of brand salience, brand performance, brand imagery, brand feelings and brand judgment on the brand resonance of Bank SADERAT. The biggest effect of independent variables on the brand resonance based on standardized beta coefficients are: brand feelings (ß=0.489), brand imagery (ß=0.173), brand judgment (ß=0.119), brand performance (ß=0.112) and brand salience (ß=0.099). Freidman test showed the priorities of brand equity components as below: brand imagery, brand resonance, brand salience, brand feelings, brand performance, and brand judgment.