Creating consumer-based brand equity for customers by brand experience

Abstract

Purpose The purpose of this paper is to investigate the effect of brand experience on brand equity dimensions in the perspective of customers (including brand identification, physical quality, staff behavior quality, brand awareness, ideal self-congruence and life style-congruence) on brand satisfaction and loyalty in Iranian banking industry. Design/methodology/approach The author designed the conceptual model of the research based on the existing relationships between the research variables and the proposed hypotheses. By a questionnaire, the opinion of 288 customers and clients of selected branches of Melli and Tejarat banks were collected in two Provinces, including East and West Azerbaijan Provinces. The research hypotheses were tested using structural equation modeling. Findings The results of the paper showed that the brand experience directly affected all dimensions of brand equity. Also, the results indicated that except for lifestyle congruence, other dimensions of equity directly affected the customers' brand satisfaction. Originality/value This paper is significant, because it addresses the experience relationships and brand equity with the perspective of the customers of banks in an Islamic country, which affects the development of branding literature.

Customer loyalty to Islamic banks: Evidence from Indonesia

“…This is because they gradually improve in SQ by ensuring Shariah compliance, thus creating a significant good BI for customers. Feiz (2019) observe that, generally, Islamic banks in Indonesia do not execute their businesses in true compliance with Shariah, thus influencing the image of Islamic brands not Iqbal et al (2018) explain that Islamic bank employees must improve their understanding of bank regulations and customer needs to serve effectively that can lead to higher SQ and BI.…”

“…Asnawi and Fanani (2019) explain that as Islamic banks in Indonesia improve their SQ customers become more satisfied. In the Iranian Islamic banking context Feiz (2019) shows that customers are not satisfied with the SQ. The contradictory results of his study might due to different cultures and locations.…”

“…Increased global competition has led organizations to maintain a competitive advantage of service quality (Makanyeza & Chikazhe, 2017). Feiz (2019) explains that one of the most crucial service quality factors is employee behavior. This includes helpfulness, friendliness, and maintaining an intimate and responsible image towards customers.…”

“…Akroush and Jraisat (2016) observe that brand image improves with service quality. Quality plays an important role in forming a brand image because it is assessed using the perspective of the service quality (Feiz, 2019). Peng et al (2019) define a brand image as a reflection of the service quality to the public.…”

The Midas touch of branding: banks' brand value, intellectual capital and the optimization of the Interbrand methodology

“…Brands also play on psychological aspects or symbolic structures in users' minds on the basis of which future expectations about their operation will be generated. This is difficult to measure and capture objectively (Feiz and Moradi, 2019;Khamitov et al, 2020). We can define brand value as the incremental utility or added value to the product by brand name (Rubio, 2016).…”