An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India

Vikas Gautam and Mukund Kumar ()

Management, 2012, vol. 7, issue 1, 3-16

Abstract: This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The present study is based on customer-based brand equity called the Brand Resonance model suggested by Keller (2001), which comprises six brand equity constructs, such as: brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience. Exploratory factor analysis was performed to reduce the total number of items to a small number of underlying factors, and the results produced six factors, namely: brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience. These alpha coefficients of the reliability test were found to be ranging from 0.781 to 0.912 for all of the brand equity constructs individually, and for the entire scale the value of alpha was found to be 0.837. Correlation analysis was performed to find out relationships among various components of brand equity. From the findings of multiple regression analysis it is evident that brand performance emerged as the most important determinant of brand resonance, followed by brand feelings (0.427) and brand judgements (0.306).

Keywords: brand resonance model; banking services; customer; correlation analysis (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.fm-kp.si/zalozba/ISSN/1854-4231/7_003-016.pdf full text in English (application/pdf)
http://www.fm-kp.si/zalozba/ISSN/1854-4231/7_085-087.pdf abstract in Slovene (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:youmng:v:7:y:2012:i:1:p:003-016

Ordering information: This journal article can be ordered from
http://www.mng.fm-kp.si

Access Statistics for this article

Management is currently edited by Klemen Kavcic

More articles in Management from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().