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Brand’s Mental Image Precedences and Consequences (A Case StudyAmong Mellat Bank Customers in Zahedan)

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Year:
2015
Type of Publication:
Article
Keywords:
Precedences, Consequences, Mental Image, Brand, Bank
Authors:
  • Salarzehi, Habibollah
  • Joodzadeh, Mahta
  • Saravani, Khadijeh
Journal:
IJIRES
Volume:
2
Number:
1
Pages:
10-16
Month:
Jan.-Feb.
ISSN:
2349-5219
BibTex:
Note:
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. CC BY-NC-SA 4.0 Creative Commons License: https://creativecommons.org/licenses/by-nc-sa/4.0/
Abstract:
Brand is an important issue in marketing management which could be effective on competitive position and benefits of the banks .Researches have shown that banks’ performances could make a mental image in customers which could lead to their loyalty. The factors which compose such an image are different such as brand personality and attitude towards brand .This study has been carried out among Zahedan Mellat Bank branches. By cluster sampling 384 customers were studied. The data collection tool was questionnaire and Regression Test was used for the analysis of the data. The results show precedences(attitude and brand personality) have meaningful impact on customers’ mental image about Mellat Bank brand. It also has a meaningful impact on loyalty to the brand of Mellat Bank (consequence).

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