Customer based brand equity:Evidence from the bank industry of Iran

Purpose- The paper aims to explore interrelations of the four brand equity components: brand awareness, brand loyalty, perceived quality and brand image in bank industry and improve the conceptualization of customer–based bank brand equity. Design/methodology/approach- The paper is based on the recommendations of previous studies, the scale constructed to measure consumer–based brand equity. The present study used a sample of 266 actual customers from 7 branch in north provinces saman bank of Iran was used to test the relations of the proposed model path analysis. Findings- the Findings in this paper support the four- dimensional model of Customer- based brand equity in bank industry of Iran Practical implications- The paper shows that bank managers should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and design their service delivery process by considering relations between customer based brand equity components.