Brand Resonance: An Application of Keller’s Brand Equity Pyramid for IRAN’s SADERAT Bank

Document Type : Research Paper

10.22111/jmr.2012.683

Abstract

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.

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منابع فارسی
1-جعفر نژاد ، ضحی (1388)؛ جایگاه­یابی نام و نشان تجاری نسبت به رقیب از دیدگاه مشتریان ، دانشگاه تربیت مدرس.
2-صادقیانی، فرشاد (1388)؛ ارزیابی ارزش ویژه برندهای لوازم خانگی از دید         مصرف­کنندگان تهرانی، پایان نامه کارشناسی ارشد، دانشگاه تربیت مدرس .
3-غرابی، شادی (1388)؛ بررسی عوامل موثر بر تصویر برند درتوسعه بازار، پایان نامه کارشناسی ارشد، دانشگاه تربیت مدرس.
4-هلری، محمد رحیـم (1385)؛ بررسی تأثیر ارزش ویژه نام و نشان تجاری بر پاسخ مصرف­کننده، پایان نامه کارشناسی ارشد ،دانشگاه شهید بهشتی .
5-اداره پژوهش و نوآوری (1388)؛ بانک صادرات ایران ، گزارش برنامه پنج ساله بانک صادرات ایران .
 
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Public Management Researches
Volume 5, Issue 17 - Serial Number 17
November 2012
Pages 121-134

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