Measuring brand equity in banking industry: A case study of Mellat Bank

Abstract

This study examines the influencing factors on brand equity in banking industry. The proposed study designs a questionnaire consists of 16 questions for measuring brand loyalty, brand awareness, brand compatibility and perceived quality in one of Iranian banks named Mellat Bank. Using a descriptive and non-experimental study, the proposed study gathers data and analyze them using t-student test. The results indicate that three components including brand loyalty, brand awareness and brand equity compatibility on brand equity of Mellat bank branches in Mazandaran province are in desirable level but the effect of perceived quality indicator on brand equity of Mellat Bank is not desirable. The study provides necessary suggestions to improve the quality of services for the proposed case study.