Influences of Brand Image on Brand Equity and Brand Loyalty in case of Mongolian Banking Sector
Journal Title: Invention Journal of Research Technology in Engineering & Management - Year 2018, Vol 2, Issue 6
Abstract
In 21th century’s competitive business environment, commercial organizations need to get advantage compared to competitors in order to survive. Because customer intention is changed always by result of competition. In contrast, Service business is high availability of copying from each other’s and to keep advantage is very difficult. Commercial Banks offer financial services or loans, credit savings, checking accounts for companies and individuals. Therefore, Strong brand image is most essential in the differentiating bank and adding value on customer service. Data was collected from 230 customers who live in Mongolia by online survey and analyzed using SPSS 21 software. Research purpose focused to investigate influences of brand image on brand loyalty and brand equity. The findings show bank brand image positive influences on brand image and brand loyalty
Authors and Affiliations
Tamiraa Munkhbat
Keywords
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