An exploratory study of brand equity of a commercial bank in Vadodara, India
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Independent Journal of Management & Production |
Texto Completo: | http://www.ijmp.jor.br/index.php/ijmp/article/view/404 |
Resumo: | 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. |
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An exploratory study of brand equity of a commercial bank in Vadodara, IndiaBrand SalienceBrand PerformanceBrand JudgementsBrand FeelingsBrand ResonanceBrand EquityBanks 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.Independent2016-05-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://www.ijmp.jor.br/index.php/ijmp/article/view/40410.14807/ijmp.v7i2.404Independent Journal of Management & Production; Vol. 7 No. 2 (2016): Independent Journal of Management & Production; 289-3022236-269X2236-269Xreponame:Independent Journal of Management & Productioninstname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)instacron:IJM&Penghttp://www.ijmp.jor.br/index.php/ijmp/article/view/404/290http://www.ijmp.jor.br/index.php/ijmp/article/view/404/507Sandhe, Ashutosh Anilinfo:eu-repo/semantics/openAccess2018-09-04T13:08:19Zoai:www.ijmp.jor.br:article/404Revistahttp://www.ijmp.jor.br/PUBhttp://www.ijmp.jor.br/index.php/ijmp/oaiijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br||2236-269X2236-269Xopendoar:2018-09-04T13:08:19Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)false |
dc.title.none.fl_str_mv |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
title |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
spellingShingle |
An exploratory study of brand equity of a commercial bank in Vadodara, India Sandhe, Ashutosh Anil Brand Salience Brand Performance Brand Judgements Brand Feelings Brand Resonance Brand Equity |
title_short |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
title_full |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
title_fullStr |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
title_full_unstemmed |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
title_sort |
An exploratory study of brand equity of a commercial bank in Vadodara, India |
author |
Sandhe, Ashutosh Anil |
author_facet |
Sandhe, Ashutosh Anil |
author_role |
author |
dc.contributor.author.fl_str_mv |
Sandhe, Ashutosh Anil |
dc.subject.por.fl_str_mv |
Brand Salience Brand Performance Brand Judgements Brand Feelings Brand Resonance Brand Equity |
topic |
Brand Salience Brand Performance Brand Judgements Brand Feelings Brand Resonance Brand Equity |
description |
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. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-05-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/404 10.14807/ijmp.v7i2.404 |
url |
http://www.ijmp.jor.br/index.php/ijmp/article/view/404 |
identifier_str_mv |
10.14807/ijmp.v7i2.404 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/404/290 http://www.ijmp.jor.br/index.php/ijmp/article/view/404/507 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
Independent |
publisher.none.fl_str_mv |
Independent |
dc.source.none.fl_str_mv |
Independent Journal of Management & Production; Vol. 7 No. 2 (2016): Independent Journal of Management & Production; 289-302 2236-269X 2236-269X reponame:Independent Journal of Management & Production instname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) instacron:IJM&P |
instname_str |
Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
instacron_str |
IJM&P |
institution |
IJM&P |
reponame_str |
Independent Journal of Management & Production |
collection |
Independent Journal of Management & Production |
repository.name.fl_str_mv |
Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
repository.mail.fl_str_mv |
ijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br|| |
_version_ |
1797220490897522688 |