THE EFFECT OF BRAND IDENTITY ON CUSTOMER BEHAVIORAL APPROACH IN BANKING

Abstract

The goal of present research is to determine the effect of Brand Identity on customers’ loyalty. In
this research, the effect of Brand Identity and its dimensions including .Communication Capability of
Brand, Development & Expansion Capability of Brand , conformity and innovation of brand, brand
meaningfulness , brand positive mental imagination capability on customers’ loyalty and its
dimensions including behavioral approach and attitudinal approach . The present research is of survey
type in terms of method and analytical in terms of type and applied in terms of goal. The research
statistical population is Sepah Bank customers of Ahar city (Iran). The sampling process is clustering
method and the sample size has been obtained using Cochran formula with 385 people. The results of
research show that there is a direct and significant relationship between Brand Identity and Customer
Behavioral Approach in Banking and among Brand Identity dimensions ,there is no significant
relationship between communication capability with customers’ behavioral approach in Banking , and
there is a direct and significant relationship between Development & Expansion Capability of Brand,
- Conformity & Innovative capability of Brand, brand meaningfulness, brand positive mental
imagination and customers’ behavioral approach and factors affecting customer behavioral approach
include brand positive mental imagination .