The Influence of Brand Associations on Brand Loyalty: An Empirical Study Regarding Banking Sector in Bangalore

Shivani Raghuvir () and N. Meena Rani
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Shivani Raghuvir: JAIN Online-Jain (Deemed-to-be University)
N. Meena Rani: SRM Institute of Science and Technology

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 105-121 from Springer

Abstract: Abstract Incontestably, a superior brand is not desirable but a primary requisite for the organisations in this extremely competitive environment. Hence, the organisations attempt to figure out ways to achieve it. One of the established components to building a successful brand is strong and unique associations a brand has with its customers. This study researches into the brand associations in banking sector through an extensive literature review. One such component of association found is brand identification which describes the extent to which a consumer identifies with a brand. The study further explores the relationship between these brand associations including the brand identification on brand loyalty. Brand loyalty is an established indicator of successful brands, the present study attempts to recognize the influence of brand association on brand loyalty and in addition explores the relationship between the customer attributes like education, annual family income, mode of opening account and span of association, on the brand associations. To facilitate this objective, the study undertakes a data collection from a survey on 489 customers of different commercial banks in the Bangalore area. The results indicate that brand associations especially the brand identification have a significant and a positive association with brand loyalty which is revealed by the regression model.

Keywords: Brand loyalty; brand associations; brand identification; consumer attributes; banking sector (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-374-0_11

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DOI: 10.2991/978-94-6463-374-0_11

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