Year: 2020
Type: article
Study design: Observational Study
Abstract: Brand is one of the most valuable assets of the organization invested and developed over time, creating competitive power for organizations, and allowing organizations to create long-lasting relationships with their customers. A strong brand name helps businesses differentiate themselves in the marketplace and explain why their products and services are capable of meeting customer needs in a unique way. Commercial-service naming has become an important issue in recent years for marketing experts and scholars. The research aims to provide a model for brand strength in the banking industry. The present research seeks to develop and test a model in the area of brand services. A web-based survey was undertaken to collect data from the sample of 194 customers of Yazd city bank. The results indicate that brand evidences have direct impact on a brand association and attitude toward the brand. Also, hearing of a brand has direct impact on a brand’s evidence and attitude toward the brand. Attitude toward a brand has direct impact on brand strength.
Source: Asia Pacific Management Review
Authors: Ali Baniyani, Mohammad Hasan Ahmadi, Masoud Motamedi, Mahdi Gholami
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $2,000
OpenAlex ID: W3103847643