The present paper provided a mathematical model for distinguishing effective factors on brand knowledge in terms of consumers' viewpoints about the branches of Sepah Bank in Tabriz, Iran. In this study the factors affecting brand knowledge in banking industry have been investigated. The extent of their effects on the relations between predictor variables and criterion variables were also determined. Descriptive-analytical method was used in this study. The population of the research is all the clients of Tabriz Sepah bank's branches. For initial statistical computations, SPSS was used. Independent T-test, ANOVA, and multiple regressions in a stepwise manner are statistical computations used in this study. Results show that, in terms of consumers' viewpoints, factors such as judgments, brand salience, brand performance, feelings, innovation, and resonance influence brand knowledge. Eventually, a mathematical model for distinguishing effective factors on brand knowledge from consumers' viewpoints is provided.
کلید واژگان :Brand Knowledge, Brand Equity, Banking, Brand Salience, Innovation, Resonance.
ارزش ریالی : 600000 ریال
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