Examining brand equity from triadic perceptions such as managerial and contact personnel and customer in creating a brand in banking industry

Abstract

This study examines brand equity from triadic perceptions such as managerial and contact personnel and customer in creating a brand in banking industry. This research was conducted in several mellat bank branches in Tehran province. By using simple random sampling, a number of managerial and contact personnel and customers of Mellat bank cooperated in the study. Therefore, questionnaires of 385 respondents including 29 managers, 101 contact personnel and 255 customers were collected after distribution. The collected data was analyzed using SPSS software. Findings indicate that there is a significant difference between managers’ and customers’ perceptions and also between contact personnel’s and customers’ perceptions about brand equity whereas no significant difference was found between contact personnel’s and managers’ perceptions about it. These finding are useful for banking managers. Since this study is only limited to several branches of Mellat bank, the statistical universe of the research is limited, thus it would be considered as one of the limitations of the research