The Effect of Brand Identity on Customer Behavioral Approach in Banking

• Published in: Kuwait chapter of Arabian journal of business & management review 2014-06, Vol.3 (10), p.162-173
• Main Authors: Amir , Mohammadpour, Mahdi , Nourihamed, Azadeh , Noroozivafa, Sattari , Sadraddin
• Format: Article
• Language: English
• Subjects: Banking; Banking industry; BANKS; Brand identification; Brand loyalty; COMMUNICATION; Competition; Conformity; Consumer behavior; CUSTOMERS; IRAN; LOYALTY; Studies; TRADEMARKS; إيران; الإتصال; البنوك; العلامات التجارية; العملاء; الوفاء
• ISSN: 2224-8358; 2224-8358
• DOI: 10.12816/0018397

The goal of present research is to determine the effect of Brand Identity on customers' loyalty. In this research, the effect of Brand Identity and its dimensions including .Communication Capability of Brand, Development & Expansion Capability of Brand , conformity and innovation of brand, brand meaningfulness , brand positive mental imagination capability on customers' loyalty and its dimensions including behavioral approach and attitudinal approach . The present research is of survey type in terms of method and analytical in terms of type and applied in terms of goal. The research statistical population is Sepah Bank customers of Ahar city (Iran). The sampling process is clustering method and the sample size has been obtained using Cochran formula with 385 people. The results of research show that there is a direct and significant relationship between Brand Identity and Customer Behavioral Approach in Banking and among Brand Identity dimensions ,there is no significant relationship between communication capability with customers' behavioral approach in Banking , and there is a direct and significant relationship between Development & Expansion Capability of Brand, - Conformity & Innovative capability of Brand, brand meaningfulness, brand positive mental imagination and customers' behavioral approach and factors affecting customer behavioral approach include brand positive mental imagination .