Exploring the Antecedents of Brand Equity in Banking Industry.

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Dr. Rachel Priya J


When it comes to building long-term relationships with your customers, a strong brand is one of the finest investments you can make. In the marketplace, a strong brand name aids organizations in defining themselves and explaining how their products and services are able to meet customer needs in a unique way. According to past studies, further research is required to explore how brand equity dimensions and other variables interact to influence brand equity. This study examines how consumers' perceptions of brand equity are influenced by seven different elements in an attempt to close a research hole. Brand equity is most strongly influenced by factors such as customer loyalty, brand identity, trust, personality, and general awareness of the brand. Findings show that developing a brand is important in terms of how you explain the benefits of your product or service.

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