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 language | English (US) |
|---|---|
| Pages (from-to) | 282-301 |
| Number of pages | 20 |
| Journal | Services Marketing Quarterly |
| Volume | 32 |
| Issue number | 4 |
| DOIs | |
| State | Published - Oct 1 2011 |
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All Science Journal Classification (ASJC) codes
- Business, Management and Accounting (miscellaneous)
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An exploratory study of consumer-based brand equity in Turkish banking industry. / Pinar, Musa; Girard, Tulay; Eser, Zeliha.
In: Services Marketing Quarterly, Vol. 32, No. 4, 01.10.2011, p. 282-301.Research output: Contribution to journal › Article
TY - JOUR
T1 - An exploratory study of consumer-based brand equity in Turkish banking industry
AU - Pinar, Musa
AU - Girard, Tulay
AU - Eser, Zeliha
PY - 2011/10/1
Y1 - 2011/10/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=80053128367&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=80053128367&partnerID=8YFLogxK
U2 - 10.1080/15332969.2011.606760
DO - 10.1080/15332969.2011.606760
M3 - Article
AN - SCOPUS:80053128367
VL - 32
SP - 282
EP - 301
JO - Services Marketing Quarterly
JF - Services Marketing Quarterly
SN - 1533-2969
IS - 4
ER -