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A study on the effect of advertisements on customers' willingness to accept banking services based on modulatory role of brand: A case study of Bank Parsian
| Content Provider | Semantic Scholar |
|---|---|
| Author | Danaei, Abolfazl Jahan, Ali Saeidfar, M. |
| Copyright Year | 2013 |
| Abstract | Article history: Received January 5, 2013 Received in revised format 4 April 2013 Accepted 5 April 2013 Available online April 5 2013 During the past few years, there have been growing competition in banking industry in Iran and there is a growing trend on emerge of new banks, which makes it difficult for existing banks to keep market share. In this paper, we study the effect of advertisements on customers’ willingness to accept banking services based on modulatory role of brand. The proposed study has been performed among 440 randomly selected customers in city of Tehran, Iran who were doing banking business with one of Iranian banks called Parsian. The results of survey have been analyzed using structural equation modeling and the preliminary results indicate that there was a positive and meaningful relationship between brand advertisement and associate name and brand identification. However, there was no meaningful relationship between brand advertisement and customer loyalty towards to brand. In addition, the results of survey indicate there was a meaningful relationship between brand equity components including perception quality on brand name, customer awareness from brand, loyalty to brand and customers’ willingness to accept banking services on modulatory role of brand. © 2013 Growing Science Ltd. All rights reserved. |
| Starting Page | 1439 |
| Ending Page | 1444 |
| Page Count | 6 |
| File Format | PDF HTM / HTML |
| DOI | 10.5267/j.msl.2013.04.003 |
| Volume Number | 3 |
| Alternate Webpage(s) | http://www.growingscience.com/msl/Vol3/msl_2013_95.pdf |
| Alternate Webpage(s) | https://doi.org/10.5267/j.msl.2013.04.003 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
