A model of customer-based brand equity: evidence from the banking service in Iran

There is a growing emphasis on building and managing brand equity as the primary drivers of a bank industry success. In this study, to evaluate of brand equity dimension, the measuring tools suggested by different researcher, regarding local circumstances and Persian bank specifications, is used. The present research is a descriptive study by using a sample of 266 actual customers from seven branches in north provinces Saman bank of Iran. The findings in this paper support the five‐dimensional model of customer‐based brand equity in bank industry. The present study contributes to the understanding of customer‐based brand equity measurement by examining the dimensionality of this construct. The paper shows that bank managers and executives should try to influence; perceived quality, brand loyalty, brand image, brand value and brand awareness in their organisations and design their service delivery process by considering relations between customer‐based brand equity components.