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The Determinants of Brand Equity in Banking

Bagiartana, I Made Gde Pasek and Burhanudin, Burhanudin (2022) The Determinants of Brand Equity in Banking. In: The 4th International Conference on Business and Banking Innovations (ICOBBI) 2022.

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Abstract

Banks need to strategically improve their brand equity due to similarity of services in the banking industry. While brand equity has largely received attention in non-banking industry, studies on brand equity in the banking context is scarce. To contribute to the literature on brand equity, the current study examines the relationships between sensory brand experience, customer satisfaction, brand trust, brand loyalty, perceived quality, and brand equity. This study conducted a survey to Indonesian banking customers to test the proposed relationships. To examine the relationships, this study employed a structural equation modeling. This study found sensory brand experience drives customer satisfaction. Further, perceived quality drives brand loyalty. Finally, brand trust and brand loyalty, but not customer satisfaction, drive brand equity. The findings imply that banks need to strategically emphasize their product quality and pay a sufficient attention to customers’ sensory brand experience to improve their brand equity. Keywords: Brand, bank, competition, quality, Indonesia

Item Type: Conference or Workshop Item (Paper)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 27 Jun 2022 04:43
Last Modified: 27 Jun 2022 04:43
URI: http://eprints.perbanas.ac.id/id/eprint/9349

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