An exploratory study of consumer-based brand equity in Turkish banking industry

Musa Pinar, Tulay Girard, Zeliha Eser

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

The study examines whether consumer-based brand-equity (CBBE) significantly differs across three bank types-state, private, and foreign. The findings reveal that consumer perceived quality and brand loyalty are significantly higher for private banks than state and foreign banks. Perceived quality was positively correlated with brand loyalty. Customers with higher education and income, and females perceived higher service quality for and felt more loyal to private banks. The results demonstrate the challenges that foreign banks may face in building brand-equity in developing countries, offers insights to banks to build brands, and closes the gap in the area of the brand-equity theory.

Original languageEnglish (US)
Pages (from-to)282-301
Number of pages20
JournalServices Marketing Quarterly
Volume32
Issue number4
DOIs
StatePublished - Oct 1 2011

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting (miscellaneous)

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