Articlediamond2016

AN EXPLORATORY STUDY OF BRAND EQUITY OF A COMMERCIAL BANK IN VADODARA, INDIA

13 citations0/0 files storedIndependent Journal of Management & Production

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Banking Sector Performance and Management

Abstract

Banks play an important role in circulation of money in a country. With increased competition in banking sector, marketing of a bank becomes important and marketing strategies an essential for every bank. A research was carried out in Vadodara, India to identify the brand equity of one of the major private sector banks. Brand equity was studied by applying Keller’s Brand Resonance Model. It was found in the study that brand feelings are the most important component of brand equity in Vadodara and brand salience the least important one. Also, all four components i.e. brand salience, brand performance, brand judgements and brand feelings were positively correlated to each other and also brand resonance. Regression model was applied to estimate brand resonance and the impact of four components on it.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing brand equity : capitalizing on the value of a brand name.2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 2007“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations 2007Marketing Management; A South Asian Perspective

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2022INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, PERCEIVED QUALITY AND BRAND LOYALTY ON BRAND EQUITY IN BANKING SECTOR 2019Test and validity of the Brand Resonance Model’s 2023“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

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