文章基本信息

标题：Investigating the affective factors on building brand equity in banking Industry of Iran (Case study: Tosee Saderat Bank)
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作者：Behnam Esmaeili Far ; Sadat Leila Rezaei
期刊名称：Research Journal of Management Sciences
电子版ISSN：2319-1171
出版年度：2015
卷号：4
期号：8
页码：1-5
语种：English
出版社：International Science Community Association
摘要：This research aimed at investigating affective factors (service experience, brand affinity and customer satisfaction) on building brand equity in banking industry of Iran. In order to conduct our research, we distributed a structured questionnaire among a sample of 220 customers of Tosee Saderat banks in Tehran. At last, SEM (Structural Equation Modeling) was used and it was found that service experience, brand affinity as the independent variables, and customer satisfaction as mediator variable, had an effect on building brand equity.