Role of Branding in Commercial Banks with Multiple Regression Analysis
Branding has become one of the most important aspects of business strategy. Branding plays an important role because positive brands will enable customers to better visualize and understand products, reduce customers? perceived risks in buying services, and help companies achieve sustained superior performance. In particular, brand image is a critical issue in the field of brand management. To measure the perception level of the customers, originally 49 statements have been used in the pilot study. It is expected that the independent variables of the sample customers would influence the perception level of the customers about their brand management in commercial banks. In this chapter, the perception level of the customers about their banks and brand management has been examined. In order to examine the perception level, required primary data have been collected by using questionnaire.
Keywords: Branding, Commercial Banks, Regression Analysis.
Volume: 4 | Issue: 2
Issue Date: August , 2018