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DETERMINANTS OF CUSTOMER-BASED BRAND EQUITY IN BANKING SECTOR - A STUDY
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RAMBABU LAVURI
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Keywords
Brand equity, Banking sector, Brand verdict, Brand felling, Brand performance, CBBE
Abstract
Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 140 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and Determinants of CBBE, and The multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers.
IJCRT's Publication Details
Unique Identification Number - IJCRT1705346
Paper ID - 181269
Author type - Indian Author
Page Number(s) - 700-706
Pubished in - Volume 6 | Issue 1 | January 2018
DOI (Digital Object Identifier) - http://doi.one/10.1727/IJCRT.17219
No Of Downloads - 1302
Author Country - INDIA, 500036, HYDERABAD, HYDERABAD, 500036, Management
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
Published Paper PDF : - http://www.ijcrt.org/papers/IJCRT1705346
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RAMBABU LAVURI, "DETERMINANTS OF CUSTOMER-BASED BRAND EQUITY IN BANKING SECTOR - A STUDY", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.6, Issue 1, pp.700-706, January 2018, Available at :http://www.ijcrt.org/papers/IJCRT1705346.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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