文章基本信息

标题：Model for Identifying Effective Factors in Brand Identity in Banking
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作者：Soheila Farzaneh ; Hossein Mirzaei ; Khalili Majid 等
期刊名称：Research Journal of Recent Sciences
电子版ISSN：2277-2502
出版年度：2013
卷号：2
期号：4
页码：46-55
语种：English
出版社：International Science Community Association
摘要：This study aims to represent a math model for identifying effective factors in brand identity in banking. This survey is of descriptive/analytic type with applied goals. Statistical population of this study included all the customers of the banks in East Azerbaijan. Using stepwise cluster sampling, a sample size of 385 people was achieved via Cochran formula. To test the hypotheses, independent t-test, variance analysis, and stepwise linear regression were used. The results showed that effective factors in brand identity include communicative capabilities, meaningfulness, development and expansion, conformity and creativity, and positive mental imagery. The findings of this paper can be used for evaluating brand identity in banking.
关键词：Brand identity;communicative capabilities;meaningfulness;development and expansion;conformity and creativity;positive mental imagery;banking