Determinants of Customer Based Brand Equity : A Study of Public and Private Banks

Authors(1) :-Rambabu Lavuri

Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 162 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample t- test by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and Determinants of CBBE, and The multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers.

Authors and Affiliations

Rambabu Lavuri
MA, MBA(UGC - JRF, NET), Pgdsrd-Nird, (Ph.D) Dept. of Business Management, Osmania University, Hyderabad, Telangana, India

Brand equity, Banking sector, Brand verdict, Brand felling, Brand performance, CBBE

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Publication Details

Published in : Volume 4 | Issue 5 | March-April 2018
Date of Publication : 2018-04-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 310-322
Manuscript Number : IJSRST184552
Publisher : Technoscience Academy

Print ISSN : 2395-6011, Online ISSN : 2395-602X

Cite This Article :

Rambabu Lavuri, " Determinants of Customer Based Brand Equity : A Study of Public and Private Banks, International Journal of Scientific Research in Science and Technology(IJSRST), Print ISSN : 2395-6011, Online ISSN : 2395-602X, Volume 4, Issue 5, pp.310-322, March-April-2018. Available at doi : 10.32628/IJSRST184552
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