STUDY OF CREATION AND DEVELOPMENT OF CUSTOMER BASED BRAND EQUITY AND ITS INFLUENCING DETERMINANTS IN BANKING SECTOR

Abstract

Banks play very critical function in move of cash in a country. With multiplied opposition in banking quarter, advertising and marketing of a financial institution turns into critical and advertising and marketing techniques an important for each financial institution. The study was carried out in Ahmedabad, India to pick out the Customer Based Brand Equity of one of the important non-public quarter banks. Customer Based Brand Equity became studied with the aid of using making use of Keller’s Brand Resonance Model. It became observed with inside which examine that Brand emotions are the maximum critical issue of Customer Based Brand Equity in Vadodara and Brand salience the least critical one. Also, all 4 additives i.e. Brand salience, Brand performance, Brand decisions and Brand emotions have been undoubtedly correlated to every different and additionally Brand resonance. Regression version became implemented to estimate Brand resonance and the effect of four components on it.