Paper Information

Title: 

THE EFFECT OF BRAND LOYALTY ON CONSUMER-BASED BRAND EQUITY: AN EMPIRICAL STUDY OF DEBIT CARD CONSUMERS

Type: POSTER
Author(s): GANJINIA H.,KAZEMIRAD SH.*
 
 *ISLAMIC AZAD UNIVERSITY, BRANCH OF RASHT
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

The main problem of this research is that: «whether the customer loyalty of debit card to brand will be result in create brand equity for bank? And what factors will be effective in creating brand loyalty? » In the conceptual framework of this research, considering Aaker's model, at first the effect of brand loyalty on brand equity has been examined. Since loyalty has been considered as a construct proceeded by the other three dimensions (brand awareness, brand associations and perceived quality), in after stage, three mentioned factors have been examined as effective factors on brand loyalty and then their effect on brand equity has been studied. Therefore we designed a questionnaire with 38 questions about research variables. The population of the study is Debit card consumers of private banks in Rasht city. SEM (structural equation modeling) was employed to test the theoretical model. The results showed that brand loyalty, brand awareness, brand associations and perceived quality have a significant direct effect on brand equity and perceived quality have a significant direct effect on brand loyalty. Thus we suggest that banks increase perceived quality with using modem software and establishment of appropriate communication with customers and also the banks' marketing management should try to increase persons' awareness level from brand with doing more advertising and appropriate information science, so that in this manner, banks' brand equity are promoted.

 
Keyword(s): BRAND EQUITY, BRAND LOYALTY, BRAND AWARENESS, PERCEIVED QUALITY, BRAND ASSOCIATION, STRUCTURAL EQUATION MODELING, BANK DEBIT CARD SERVICE
 
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