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Investigating the affective factors on building brand equity in banking Industry of Iran (Case study: Tosee Saderat Bank)

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Author Affiliations

  • 1 Islamic Azad University of Central Tehran Branch, Tehran, Iran

Res. J. Management Sci., Volume 4, Issue (8), Pages 1-5, August,6 (2015)

Abstract

This research aimed at investigating affective factors (service experience, brand affinity and customer satisfaction) on building brand equity in banking industry of Iran. In order to conduct our research, we distributed a structured questionnaire among a sample of 220 customers of Tosee Saderat banks in Tehran. At last, SEM (Structural Equation Modeling) was used and it was found that service experience, brand affinity as the independent variables, and customer satisfaction as mediator variable, had an effect on building brand equity.

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