An exploratory study of brand equity of a commercial bank in Vadodara, India

• Autores: Dr. Ashutosh Sandhe
• Localización: Independent Journal of Management & Production, ISSN-e 2236-269X, Vol. 7, Nº. 2, 2016, págs. 289-302
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen

  • 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.