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
• DOI: 10.14807/ijmp.v7i2.404
• 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.

• Referencias bibliográficas
  • AAKER, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York.
  • AMBLER, T. (1995), Building Brand Relationships, Financial Times Mastering Management Series, v. Dec, n. 6, p. 8-11.
  • FARHANA, N.; ISLAM, S. (2012), Analyzing The Brand Equity and Resonance of Banking Services: Bangladeshi Consumer Perspective, World Review...
  • FOURNIER, S. (1998, March), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research,...
  • GORDON, G. L.; CALANTONE, R. J.; DI BENEDETTO, A. C. (1993), Brand Equity in the Business-to-Business Sector: An Exploratory Study, Journal...
  • HUTTON, J. G. (1997), A Study of Brand Equity in an Organizational-Buying Context, Journal of Product and Brand Management, v. 6, n. 6, p....
  • KELLER, K. L. (1993), Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, v. 57, n. 1, p. 1-22.
  • KELLER, K. L. (2001), Building Customer-Based Brand Equity, Marketing Management, v. 10, n. 2, p. 14-19.
  • KELLER, K. L. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd Ed, Prentice Hall, New Jersey.
  • KERRI‐ANN L. K.; ALPERT, F.; NIGEL K.; POPE, L. (2008), An Application of Keller's Brand Equity Model in a B2B Context, Qualitative Market...
  • KOTLER, P.; et al. (2014), Marketing Management: A South Asian Perspective, New Delhi, Pearson, p. 268-269
  • MACINNIS, D. J.; PARK, C. W.; PRIESTER, J. R. (2009), Handbook of Brand Relationships. Armonk: M. E. Sharpe, New York.
  • MCENALLY, M. R.; DE CHERNATONY, L. (1999), The Evolving Nature of Branding: Consumer and Managerial Considerations, Academy of Marketing Science...
  • SWAMINATHAN, V.; PAGE, K. L.; GURHAN-CANLI, Z. (2007), My Brand or Our Brand: The Effects of Brand Relationship Dimensions and Self- Construal...
  • TUOMINEN, P. (1999), Managing Brand Equity, The Finnish Journal of Business Economics, v. 1, p. 65-100.
  • VIKASGAUTAM, M. K. (2012), An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India,...