Corpus ID: 55789786

A COMPREHENSIVE STUDY ON CUSTOMER BASED BRAND EQUITY IN IRANIAN PRIVATE BANKING

@inproceedings{Miremadi2014ACS,
  title={A COMPREHENSIVE STUDY ON CUSTOMER BASED BRAND EQUITY IN IRANIAN PRIVATE BANKING},
  author={Alireza Miremadi and Mohammad RezaGharehdaghi and Mona Milani},
  year={2014}
}
During this study we evaluated customer based brand equity in four non-governmental banks in west area of Mashhad, based on Sweeny and Swait model. This study wants to show that there is a relation between brand equity and satisfaction of customer and loyalty of customer. This study also wants to show that customer trusts to a bank which its brand equity is higher than the other, based on his or her perceptual structure about brand of bank. This study shows that Parsian Bank and Pasargad Bank… Expand

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