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Model for Identifying Effective Factors in Brand Identity in Banking

Author Affiliations

  • 1Master of Business Administration, Tabriz Alghadir University, Marand, IRAN
  • 2 Department of Economic, Payam Noor University, Tabriz Branch, Tabriz, IRAN
  • 3 Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, IRAN
  • 4 Department of Marketing, Science and Research Branch, Islamic Azad University, Tabriz, IRAN

Res. J. Recent Sci., Volume 2, Issue (4), Pages 46-55, April,2 (2013)

Abstract

This study aims to represent a math model for identifying effective factors in brand identity in banking. This survey is of descriptive/analytic type with applied goals. Statistical population of this study included all the customers of the banks in East Azerbaijan. Using stepwise cluster sampling, a sample size of 385 people was achieved via Cochran formula. To test the hypotheses, independent t-test, variance analysis, and stepwise linear regression were used. The results showed that effective factors in brand identity include communicative capabilities, meaningfulness, development and expansion, conformity and creativity, and positive mental imagery. The findings of this paper can be used for evaluating brand identity in banking.

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