An Analysis of Influential Factors of Brand Equity and Its Impact on Consumer Buying Decision-The Selected Branches of Mellat Bank in Bushehr City as Case Study
International Journal of Academic Research in Business and Social Sciences
This study analyzes the influence factors of brand equity and its impact on consumer buying decision in The Selected Branches of Mellat Bank in Bushehr City. Questionnaires were designed to measure variables of study. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that buying decision of Melat costumers Influenced by Brand equity. Also, Brand equity influenced by Personnel and Place of distribution as
... ibution as marketing mix. 423 www.hrmars.com/journals marketing mix which affect to brand equity and brand equity influences on consumer buying decision. Brand equity refers to the incremental utility or value added to a product from its brand name. It is often believed to contribute to a company's long-term profitability (Jalilvand et al, 2011) . Brand equity has been deemed as primary capital for many industries. Strong brands can increase customers' trust in the produce or service purchased and enabling them to better visualize and understand intangible factors. According to Yoo and Donthu (2001) , brand image can influence a company's future profits and long-term cash flow, a consumer's willingness to pay premium prices, merger and acquisition decision making, stock prices, sustainable competitive advantage, and marketing success. Brand equity, when correctly and objectively measured, is the appropriate metric for evaluating the long-run impact of marketing decisions (Simon and Sullivan, 1993) . Positive customer-based brand equity, in turn, can lead to greater revenue, lower costs, and higher profits; and it has direct implications for the firm's ability to command higher prices, customers' willingness to seek out new distribution channels, the effectiveness of marketing communications, and the success of brand extensions and its opportunities (Keller, 2003) . The operationalizations of customer-based brand equity can be divided into consumer perception (e.g. brand awareness and brand associations, perceived quality) and customer behavior (e.g. brand loyalty, willingness to pay a high price). Also, Aaker (1996) develop a framework for studying Components of brand equity from the customer perspective and suggest that consumers' brand image contribute to the meaning or value of a brand. Brand equity then influences consumer buying decision, and ultimately Brand equity is influenced by marketing mix such as, advertising, personnel, place of distribution and ... which are discussed in following. In this study, we determine the effect of Personnel, distribution as variables of marketing mix on brand equity of Melat bank in Bushehr city. Additionally, the study is extended to investigate the relationship between brand equity and consumer buying decision of Melat bank in Bushehr city. A Review of the theoretical literature Brand Equity Brand equity is a multi-dimensional concept and a complex phenomenon, some dimensions of which have been empirically tested in the literature. Among several brand equity models in the literature, we have chosen that constructed by Aaker (1991) because of the popularity of this model in branding research. It has been probed in a number of empirical investigations (Eagle and Kitchenmost critical parts of which involve the verification of the dimensions on which brand equity is based. They developed a multidimensional, customer-based brand equity scale using Aaker's (1991) four theoretically defined dimensions and one dimensions of brand equity model of Keller (1996). In developing our conceptual model (shown in Figure 1) , we review the literature on Brand loyalty, Brand awareness and associations, Perceived service quality and Brand image.