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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy

& Loyalty: A research on private Banks in Bangladesh Group: 03

Independent University, Bangladesh


REPORT
The Impact of Bank Brand Image on Customer Satisfaction and
Loyalty: A Case on Private Banks in Bangladesh

Submitted To: Mohammad Sohel Islam


BUS 485
Introduction to Business Research
Group :03
Nayeem Md Asif Khan 1420017
Md Ashfaqur Rahman 1221318
Sunjida Akter 1331046
Nawziat Ahmed 1220568
Md Rasal Miah 1220038

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
& Loyalty: A research on private Banks in Bangladesh Group: 03

Acknowledgement

At first we would like to express our graduate to all mighty Allah for enabling us the strength
and opportunity to complete the report we in due time successfully. The practical knowledge in
subject matter in entail to sub assistant the theoretical knowledge gather in the educational
institutions. In order to resolve the dichotomy these 2 areas, we assigned to prepare this research
paper on EMPIRICAL STUDY OF BRAND IMAGE, BARND LOYALITY,BRAND
ADVOCACY AND BRAND AWARNESS OF PRIVATE BANKING SECTOR IN
BANGLADESH.

This report would not have been possible without the dedication and contribution of a number of
individuals as it involve diverse filed of knowledge and experience. The list of theses great
persons, who helped us and guide us to prepare this report, is very long and cannot be
accommodated with in this limited space. But it will be unfair to ignore acknowledge to some of
them as they contributed so much to my effort of writing a worthy term paper.

We would like to express our thankfulness to Md.Shohel Islam Senior Lecturer, Honorable
faculty member, Department of Business Administration, Independent University of Bangladesh
for agreeing to supervise us during our project time period. His involvedness in our project to
help us every step of the way encouraged us to propel ourselves higer.

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
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LETTER OF TRANSMITAL

29March, 2016

To

Md.Shohel Islam

Senior Lecturer

Department of School of Business

Independent University, Bangladesh.

Subject: Submission of Research Paper

We would like to take this opportunity to thank you for the guidance and support you have
provided to us during this report. Without your help, this report would have been impossible to
complete. We are glad to submit our project paper on EMPERICAL STUDY OF BRAND
IMAGE, BRAND LOYALITY, and BRAND ADVOCACY AND BRAND AWARNESS OF
PRIVATE BANKING SECTOR IN BANGLADESH.

We would like to request you to excuse for any mistake that may take place in the report despite
of our best effort.

We pray and hope that you would be kind enough to accept our report and oblige there by.

Sincerely Yours

Nayeem Md Asif Khan

Md Ashfaqur Rahman

Md Rasal Miah

Sunjida Akter

Nowziat Ahmed

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
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Executive Summary

Our research is based on brand loyalty, brand image, brand awareness and brand
advocacy of private banks of Bangladesh. Purpose of this research is to find out how bank
account holders reset when they are asked to tell about their bank. In our research we found 3
types of variables: 1.Independent variables (IV), Intervening variable (IVV) and Dependent
variables (DV) respectively. Our Independent variables are Brand Uniqueness, attitudes towards
brands, Perceived Quality (Tangibility, Responsiveness, Empathy and Assurance).Brand
Communication, Intervening variables and Self Brand connections and Brand Trust and
Dependent variables and Brand Loyalty, Brand Image, Brand Awareness and Brand Advocacy.

Basically, our research is a quantitative research and its sample size is 60.we did our
research based on private banking sector of Bangladesh and its sample contains
68questionnniers.Mainly,we did some analysis such as reliability analysis, descriptive analysis,
correlation testing in order to verify our research. Again, we did Spearmans Correlation in order
to see the relationships. Also, we did Pearsons Correlation in order to see the Strength of the
relationship, and even did the regression Analysis too.

Our study focuses on exactly how private banking sector of our country building their
brand image, loyalty and awareness. As we did this research a lot of leaning occurs regarding
behavior of account holders towards their prospective bank.

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
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INTRODUCTION
Much have been written about the impact of the brand image, brand loyalty and brand
advocacy but the empirical studies looking at the effect of this medium on a companys brand
image are very few. Globalization of the luxury industry and rapid technological advancements
has presented luxury customers with many brand choices, leading to fierce competition among
firms. To successfully manage and compete with a luxury brand. In a corporate market, a strong
brand identity can be achieved through several factors including impeccable. For this research
we went to different private banks and collected information about these. Against their image,
these banks has used a huge amount of money to develop their brand image, identities and
branding strategy. Because a strong brand identity is fundamentally linked to a relevant, clear
and defined branding strategy. The implementation of a successful corporate branding strategy
allows banks to create distinguishable brands in return for customers preference and
loyalty(Abolaji A. 2009).

Traditionally successful brand have differentiated their brand identities using high-status
brand names and image. Thus customers are placing more emphasis on the emotional value, such
as closeness and involvement with brands, when making their service decisions. These emotional
values give premium customers a complete and memorable ownership. Experience during
consumption hence engaging with the customers in emotional level is crucial. In this 21st
century, customer now wants excellent service, which is more challenging to the banks. This also
focuses on whether the service would change the way in which branding and brand management
are conducted. Two decades have passed and generating a profitable business online is still an
ongoing key issue(Boora, K. and Singh, H. 2011).

It is predicted and explained that why brand image is important to clients. Why brand loyalty
increases clients. Why brand advocacy is essential to customers. These are what make a brand to
stand in front of their competitor. These pressing raises questions in terms of academic
understanding of customers perception of a well know brand comparison to a normal brand.
This research has closed up those gaps between them. In the competitive banking industry, the
impact of bank brand image on the attitudes and behaviors of customers become an important
issue. For banks today, the strength and marketing power of an institutions brand is rapidly

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
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becoming one of the critical levers for differentiation and success. The aim of this study is to
examine the relationship among bank brand image, customer satisfaction, and loyalty. The
researcher purposely selected several institutions. The results reveal that bank brand image has
positive effects on customer satisfaction and loyalty. It means that a positive bank brand image
not only increases customer loyalty directly, but it also improves customer satisfaction through
the enhancing of perceived service quality, which in turn increases the loyalty of customers.
Bank brand image indeed serves as a lead factor in enhancing service quality, customer
satisfaction, and loyalty. This study proposes that bank managers should strive to create and
maintain the positive bank brand image in order to enhance customer satisfaction, and
loyalty(Aaker, D. 1996).

1. Statement of the Problem


Due to the competitiveness in the banking industry the study will focus on measuring
brand loyalty in the banking industry. The research will also measure the tendency of consumers
to switch banks as well as the elements that may prevent them from taking this action. In modern
business world, companies are increasingly concentrated on managing their brand image. Brand
image and loyalty may be defined as the alignment of business processes with a customer
strategy that increase customer loyalty and profits overtime. Business is constant race to increase
the profits, keep the current customers and gain competing for customers on a globalized market
like never before. One of the many sets of tools aimed at aiding the interaction between
employee and customers emotional attachment. Perceived quality is aimed at building strong
long term relationship the keep customers coming back repeatedly. It aims to help organization
build individual customer relationship in such a way the both firm and customers get most out of
exchange, providing both parties with long term benefits. Enterprise approach to developing full-
knowledge about customer behavior the growth of many banks leads into a dynamic and
competitive environment, so that there are competitions among banks in attracting the
customers(Forbes 2013).

In the customer strategy, customer loyalty has strategic importance for each organization.
Increase customer loyalty has been become a hot topic among managers, consultants and
academic scholars (Keiningham Et al, 2008). The importance of this issue is due to this issue that

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
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customers in their decisions about goods and services are considered it. Organizations and
institutions that are successful in creating customer loyalty acquire great competitive advantage
compared to their competitors. Anderson and Narous (2004) believe that customer retention for
organization is more efficient strategy than trying to acquire new customers in order to replace
the lost customers. Thus service providers faced with crowded and ultra-competitive markets in
the many industries have changed their emphasis on the marketing strategy from acquiring new
customers to maintain existing customers (loyalty) (Hoseini Et al. 2011). A variety of
environment changes caused bank to be more responsive to the customers desires, needs, and
expectations. So the banks are not only focus on improving the organizations structure and
service quality, but also focus on delivering value to the customers. Banks should be able to
create the competitive advantages over its competitor in order to survive(O. N. 2007).

Another strategy is to build brand equity and good reputation. Brand equity is the strength of
a brand in consumers mind, experience, and knowledge. Brand equity can be termed as an
additional value to a product in thought, words, and actions of the consumers. Managing brand
equity is important for hospitals, since hospitals with strong brand equity will be easier in
determining marketing strategies, so it able to get the potential customers and retain the existing
customers. Banks reputation is the public view of a bank that judged good or bad. Banks with
good reputations are able engenders trust, belief, and support of the customers rather than having
bad reputations. Some researchers argue that there is a relationship between the factors in, brand
equity, and reputation(Meenagham, T. 1995) Reputation, apart from brand equity, also greatly
affects the customers consideration in liking a brand, as well as the potential to strengthen or
weaken the influence of brand equity on customer relationship. Brand equity, and reputation.
Reputation, apart from brand equity, also greatly affects the customers consideration in liking a
brand, as well as the potential to strengthen or weaken the influence of brand equity on customer
relationship. In this field, lot of studies done, even though they have focused on different aspects
of the brand, especially for consumer products particularly service industry. This research is
consider the relationships of brands with their customers, investigated from the experienced in
clients of a private banks in Dhaka city(D. M., Dowling, R. G. and Hammond, K. 2003).

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The Impact of Brand uniqueness, self-brand connection on Brand Image, advocacy
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2. Purpose of Study
The main purpose of this research is to find out the relation between brand image, loyalty
and advocacy along with impact in private banks. The primary objective of this research is to
investigate the effects of impact in the private sector of banks.

To find the relationship brand uniqueness and brand advocacy.
To find the relationship between company and customers.
Improve positive impact on brand loyalty.
To find out customer perception of the studies.
To find relationship of the variable.
To find out the limitations of the services.
To discuss the findings of an empirical study.

3. Literature Review
The Brand
Today the primary capital of many businesses is their brands. For decades the value of a
Company was measured in terms of its real estate, then tangible assets, plants and equipments.
However it has recently been recognized that companys real value lies outside businessitself, in
the minds of potential buyers or consumers. A brand is both, tangible and intangible, practical
and symbolic, visible and invisible underconditions that are economically viable for the
company ( Kapferer, 1986).Brands are built up by persistent difference ever the long run. They
cannot be reduced justto a symbol on a product or a mere graphic and cosmetic exercise. A brand
is the signatureon a constantly renewed, creative process which yields various products. Products
areintroduced, they live and disappear, but brands endure. The consistency of this creativeaction
is what gives a brand its meaning, its content, and its characters: creating a brand
requires time and identity.The American Marketing Association defines the term Brand as A
name, term, symbol ordesign, or a combination of them, which is intended to signify the goods

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or services of oneseller or group of sellers and to differentiate them from those of competitors.
Moreimportantly, a brand promises relevant differentiated benefits. Everything an organization
does, should be focused on enhancing delivery against its brands promise.Combining a few
different definitions, a brand is the name and symbols that identify:
The source of a relationship with the consumer
The source of a promise to the consumer
The unique source of products and services
The single concept that is created inside the mind of the prospect
The sum total of each customers experience with the corporate

According to Manohar David of Philips (Director and Senior Vice President, Philips
IndiaLimited, 1996), a challenge loving, risk taking Brand Manager, who retired after a 31 year
marketing career with Philips, and responsible for its brand success has to say;
In the 1970s, products were made from the manufacturing, rather than the customer point
of view. But with the focus shifting to the consumer, marketing has assumed a much larger
role.
Significant parameters in brand building literature have experienced a dramatic shift in
thelast decade. Branding and the role of brands, as traditionally understood, have been subject to
constant review and redefinition. A traditional definition of a typical brand was: the name,
associated with one or more items in the product line, which is used to identify the source of
character of the item(s) (Kotler, 2000). The American Marketing Associations
(AMA)definition of a brand is a name, term, sign, symbol, or design, or a combination of
them,intended to identify the goods and services of one seller or group of sellers and
todifferentiate them from those of competitors. Within this view, whenever a marketer createsa
new name, logo, or symbol for a new product, he or she has created a brand, (Keller, 2003).He
recognizes, however, that brands today are much more than that. As can be seen,according to
these definitions brands had a simple and clear function as identifiers. Before theshift in focus
towards brands and the brand building process, brands were just another step inthe whole process
of marketing to sell products. For a long time, the brand has been treated inan off-hand fashion
as a part of the product, (Urde, 1999). Branding is a major issue inproduct strategy (Kotler,
2000). As the brand was only part of the product, thecommunication strategy worked towards
exposing the brand and creating a brand image.Within the traditional branding model, the goal

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was to build a brand image, (Aaker andJoachimsthaler, 2000); a tactical element that drives
short-term results. It is mentioned thatthe brand is a signtherefore external-whose function is to
disclose the hidden qualities of a product which are inaccessible to contact (Kapferer, 1997). The
brand served to identify aproduct and to distinguish it from competition.In the journey from
product-centric brands to customer-centric brands, many consumercompanies have locked in on
a transitional concept segment-specific brands.

While brandNike focuses on physically active consumers, brand Disney focuses on


parents with smallchildren. This is a significant step in the right direction and it reflects growing
awareness ofthe power of customers.A brand differentiates a product in several forms and it can
be broadly divided into twocategories- The tangibles (rational), and the intangibles (emotional
and symbolic). Either way,while the product performs its basic functions, the brand contributes
to the differentiation of aproduct (Keller, 2003). These dimensions distinguish a brand from its
unbrandedcommodity counterpart and gives it equity which is the sum total of consumers
perceptionsand feelings about the products attributes and how they perform, about the brand
name andwhat it stands for, and about the company associated with the brand (Achenaum,
1993). Astrong brand provides consumers multiple access points towards the brand by attracting
themthrough both functional and emotional attributes (Keller, 2003).

The tangible dimensions thata brand creates are product innovations, high qualities,
and/or attractive prices etc. Those areoften observable from the products marketing mix and
product performance (Keller, 2003).The intangible values of a brand will include those that
cannot be quantified. Theseintangibles go beyond the product level to become a synaptic process
in the brain. In otherwords, consumers will be able to respond to this particular brand without the
presence of the product (Bedbury, 2002). More importantly, an intimate rapport may be
developed betweenthe consumers and their brands (Roberts, 2004; Fournier, 1998; Muniz and
Schau, 2005).

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Brand Advocacy
In electronic commerce and online advertising, a brand advocate is a person, or
customer who talks favorably about a brand or product, and then passes on positive word-of-
mouth (WOM) messages about the brand to other people.The value people place on the views of
current customers cannot be underestimated. We all recognize that consumers are now more in
control of the buying process than ever before and as they research products online theyre
seeking out reviews and opinions from customers, like themselves, with first-hand experience of
the brands theyre interested in. People have always talked about brands, however with the
increased use of social and digital media to share their experiences, brands now have a perfect
opportunity to hear these conversations. Forward thinking organizations are now putting plans
in place to tap into their brands latent advocacy. By unlocking this advocacy, brands can show
consumers what a great brand they are, as opposed to the conventional approach of telling
them. With people actively seeking out the inside view from existing customers, why would a
brand not want to meet this demand?However, customer satisfaction will not simply convert into
brand advocacy unless organizations make a concerted effort to ensure it happens in a systematic
way, and thats where Headstream can help. The good news is that our recent research into brand
advocacy showed that people are more than willing to participate, with the younger generations
particularly happy to help brands out. Theattributes of a branded product add value for
consumers, the intermediaries, and themanufacturers. The most significant contribution of a
strong brand to consumers would be thereduced searching time and cost when they are
confronted with a set of identical products. Ithelps consumers to identify and locate a product
with less information processing anddecision time because of the expected quality from
accumulated brand knowledge(Pelsmacker et al., 2004).

Consumers will be able to develop associations and assumptionsthrough brand name,


package, label etc. A strong brand also offers a high brand credibility: itbecomes a signal of the
product quality and performance. This reduces the risks involved in the purchase including the
functional, physical, financial, social, psychological, and timerisks (Swait and Erdem, 2004 ;
Keller, 2003). Consumers do not only benefit from thefunctional values of a brand, they also
benefit from the emotional aspects. A strong brandmixes and blends the product performance
and imagery to create a rich, deep, andcomplementary set of consumer responses towards the
brand (Zamardino and Goodfellow,2007). Hence consumers are attracted to more dimensions of

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a brand and will be more likelyto effectively bond with the brand. Consumers also use the brand
as a means of self imagereflection, symbolic status, and an anchor in this forever changing
world. Finally, a brandsmoothes consumers communication process to others and enrich their
everyday lives (Holt,2004; Keller 2003; Fournier, 1998).

In terms of the branding benefits to intermediaries such as retailers and wholesalers, a


strongbrand with high brand recognition and brand awareness speeds up the stock turnover
rate,lowers the selling cost, and leads to higher sales. Consumers will also be more inclined
to(re)purchase in their stores and spread word of mouth to others. These in turn facilitate the
instoreactivities related to the selling of the products with the brand. On the other hand, astrong
brand also implies that the manufacturer supplying the products will be morecommitted to the in-
store promotions (Webster, 2000). For manufacturers, a strong brand is avaluable asset to the
company. A well recognized brand serves as a signal, and it increasesthe likelihood for
consumers to place the product in their consideration or choice set (Swaitand Erdem, 2004).
Manufacturers will also win a reputable name through consumerspositive attitudes and
evaluation towards the brand. As discussed previously, manufacturerswith strong brands are
more committed to their retailers, and the retailers will in return investmore effort and resource
in maintaining the relationship. Therefore, a strong brand leads tomutual trust and commitment,
and fosters the manufacturer-retailer relationship (Morgan andHunt, 1994). Sometimes, the
manufacturers may even gain greater bargaining power overtheir retailers, and are presented with
more distribution channels (Pelsmacker et al., 2004).

Furthermore, a price premium can be imposed on a strong brand because of the


brandsperceived higher quality over the competitors brands (Keller, 2003). A unique
productpositioning can be created by a strong brand, which may act as an entry barrier, such as
theretention of intellectual property rights, patents, or trademarks etc (Keller, 2003). This
entrybarrier can also be established through consumers repurchase behavior, because it
enhances the sales forecast predictability and secures the demand (Keller, 2003). Moreover,
because ofthese loyal customers (i.e. implying higher customer retention rate), a company will
find iteasier to extend its brand, and lower its marketing costs. Several studies have proved that
ahigher customer retention rate will enhance a firms financial performance and lead to ahigher

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shareholder value (Srivastava, et al. 1998; Anderson et al. 2004). A strong brand alsoaffects a
companys financial bottom line directly in case of a merger or acquisition, becausebuyers are
usually required to pay an extra cost over the fair value of the firm. This results ina positive
goodwill (i.e. intangible asset) which will be booked on the balance sheets (Elliotand Elliot,
2007). Overall, a branded product adds value to all parties associated with it.However it does not
automatically create value. Only through adoption of an appropriatemarketing communication
strategy will the brand be successful. The key to branding is thatconsumers perceive the brand
differently as compared to other brands in the same productcategory (Keller, 2003).

This statement is supported by (Pennington and Ball, 2007), theydefine branding as the
process in which a customer or customers, define, label, and seek topurchase a subset of an
otherwise undifferentiated or unbranded product. On the surface itappears that it is up to the
consumers to determine a brands strength, but in fact it is thebranding process that creates a
unique mental map in a consumers mind and guides theirbehavior (Keller, 2003).In this context,
it is vital for organizations to shift the locus of the consumer relationship fromproduct brands
toward a trusted and credible umbrella brand and further move theimplementation of tactical
activities with targeted consumers or segments, rather than at thebrand level.

Brand Uniqueness

Brand uniqueness comprises a unique set of functional and mental associations the brand
aspires to create or maintain. These associations represent what the brand should deally stand for
in the minds of customers, and imply a potential promise to customers (Aaker, 1996 and Keller
1993). It is important to keep in mind that the brand uniqueness refers to the strategic goalfor a
brand while the brand image is what currently resides in the minds of consumers.A corporate
brand tries to establish a coherent perception of the company for its differentstakeholders and
reflects a good corporate reputation in the eyes of the general public (Hatchand Schultz, 2003).
Nevertheless, the single most important public of a corporate brand is itsend consumers, who are
drowning in the overwhelming abundance of brands and brandcommunication.Brand uniqueness
is a unique set of brand associations implying a promise to customers andincludes a core and
extended identity. Core identity is the central, timeless essence of thebrand that remains constant

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as the brand moves to new markets and new products. Coreidentity broadly focuses on product
attributes, service, user profile, store ambience andproduct performance. Extended identity is
woven around brand uniqueness elements organizedinto cohesive and meaningful groups that
provide brand texture and completeness, andfocuses on brand personality, relationship, and
strong symbol association. To be effective, abrand uniqueness needs to resonate with customers,
differentiate the brand from the competitors, and represent what the organization can and will do
over time (Aaker and Joachimsthaler,2000).

When brand faces aggressive competition in the arketplace, brand personality and
reputation of the brand help it distinguish from competing offerings. This can result ingaining
customer loyalty and achieve growth. A strong brand uniqueness that is well understoodand
experienced by the customer helps in developing trust which, in turn, results indifferentiating the
brand from competition. A company needs to establish a clear and consistent brand uniqueness
by linking brand attributes with the way they are communicated which can be easily understood
by the customers. The brand can be viewed as a product, a personality, a set of values, and a
position it occupies in people's mind(Ogba,I.E. and Tan, Z. 2009)
Brand uniquenessis everything the company wants the brand to be seen as. Intense
competition requires certain actions to be taken in brand management and includes the
establishment of brand uniqueness, defining its attributes, uniqueness and equity. The concepts
such as brand vision, aim and identity are the new ones. The conception of brand uniqueness was
mentioned for the first time in Europe by (Kapferer, 1986). The importance of the conception
and its understanding quickly disseminated in the entire world. The literature on brand
management, which has been widely xamined, uses the terms equity (Aaker, 1996), while the
concept of the identity is actually not used. The conception of brand uniqueness includes
everything that makes the brand meaningful and unique. Brand includes characteristics of a good
as well as a set of other elements, entailing brand uniqueness. This is a new conception;
however, when the differences of a certain category of goods start to decrease, the concept
becomes the major subject of investigation (Melin, 1997). Identity includes moral image, aim
and values that together constitute the essence of individuality while differentiating the brand (de
Chernatony, 2002). The identity of the strongest brands covers emotional benefit, which provides
strength to the brand. However, rendering the equity to the consumer the good has to provide a

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functional benefit as well. Additional value is rendered if the good provides the benefit of self-
expression that, in turn, reflects the image of the consumer (Aaker, 1996). Various researches in
the past state that brand uniqueness is themost important stage of the identification of a good
from the quality on which the furtherexistence of the good depends. The main principled
provision of brand uniqueness is a way,which becomes a possibility to reach the consumer. A
brand has to communicate withconsumers to grow in the market. Brand uniqueness is a set of
brand associations which need to be developed and retained for a brand strategy (Aaker, 2003).

Identity should help in the development of the relationship between a brand and a
consumer, providing a particular benefit. The main principles of brand uniqueness are: 1)
communication ecomes not only an important supply of information but a daily struggle to
remain heard and visible, which constitutes the prerequisite of durability; 2) brand should
adequately react to changes which makes up the prerequisite of understanding; 3) brand should
reflect consumers benefit and expectations, remaining harmonious, which is regarded as the
prerequisite of consistency (Grundey, 2002). Analyzing the concept of identity, the problem of
consistency and continuity arises as well. The conception of brand uniqueness deals with the
influence of time on the uniqueness and consistency of brand. Brand uniqueness is a new
concept; however, the majority of researchers have already analyzed the identity of enterprises
(Schwebig, 1988; Moingoen, 2003). The identity of the enterprise is constituted by a feeling that
helps the company to understand that it really exists and its existence is unique, with its history
and place, distinguishing the company from others (Kapferer, 2003). These different definitions
of identity emphasize the idea that identity signifies the understanding of being oneself, seeking
ones aim, being distinguished form others and being able to resist and withstand time alterations.
According to J. Kapferer, brand uniqueness could be defined by answering the following
questions:
What is the aim and individual vision of a brand?
What makes a brand distinguished?
How can satisfaction be achieved?
What is brand equity?
What are brand competence, validity and legitimacy?
What are the features of its recognition?

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This conception has appeared in brand management and is well known while ositioning
brands and building their image. According to de Chernatony (2001), the conception of brand
uniqueness offers a possibility to position a brand better and encourages strategic approach while
managing it. A well managed system of identity provides a competitive advantage when seeking
to protect oneself form competitors. Currently the society is closely connected with
communication. Everybody wishes for communication or is included into the communication
process unwillingly. It is extremely difficult to remain thriving and establish ones identity under
the circumstance of severe competition. Communication ensures two things: sending of a
message and the guarantee that it has been received. Communication implies not only the means
of technique but inventiveness as well. It represents the necessity to conceive brand uniqueness.
In summary, it could be claimed that the conception of brand uniqueness includes the
uniqueness,meaning, aim, values, and personality of a brand and provides a possibility to
position the brand better, and, thus, achieve significant competitive advantage

Brand Image
In marketing literature great attention is focused on brand image which is studied from
two:companies and consumers perspectives. The approach of a company is directed towards
theimprovement of marketing activity, connected with strategies of positioning and retaining ofa
positive brand image. Consumer's approach is based on consumer's attitude towards
theinterpretation of brand image and brand equity. The importance of brand in the market
isinfluenced by company's ability to evaluate the fact how consumers interpret the image
ofbrands and company's ability to manage the strategy of brand positioning, adequatelyrevealing
brands equity to a consumer (Kotler, 2001). Brand associations consist of brandimage, brand
knowledge and brand awareness (Keller, 1998). He further says that brandassociations include
perceptions of brand quality and attitude towards the brand.(Keller, 1993) defined brand image
as perceptions about a brand as reflected by the brandassociation held in consumer memory.
These associations refer to any brand aspect withinthe consumers memory (Aaker, 1996).
Basically, brand image describes the consumersthoughts and feelings towards the brand (Roy
and Banerjee, 2007). In other words, brandimage is the overall mental image that consumers
have of a brand, and its uniqueness incomparison to the other brands (Faircloth, 2005). Brand
image comprises a consumersknowledge and beliefs about the brands diverse products and its

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non-product attribute. Brandimage represents the personal symbolism that consumers associate
with the brand, whichcomprises of all the descriptive and evaluative brand-related information
(Iversen and Hem,2008). When consumers have a favorable brand image, the brands messages
have a strongerinfluence in comparison to competitor brand messages (Hsieh and Li, 2008).
Therefore,brand image is an important determinant of a buyers behavior (Burmann et al., 2008).
In theB2B market, brand image also plays an important role.

This is especially so given that it is difficult to distinguish between products and services,
based on their tangible attribute(Mudambi et al., 1997).Brand image can be defined as the
reasoned or emotional perception a consumer attaches tospecific brands and is the first consumer
brand perception that was identified in marketing literature. Brand image consists of functional
and symbolic brand beliefs.Brand image, is the totality of consumer perceptions about the brand,
or how they see it,which may not coincide with the brand identity. Companies have to work hard
on theconsumer experience to make sure that what customers see and think is what they want
themto, thus highlighting the notion of brand identity. Brand identity is the strategically
plannedand operationally applied internal and external self-presentation and behaviour of
thecompany (Van Reil, 1995 and Blomback, 2005). Brand identity is a vague but vital aspect
ofa company and now is considered to be one of the most important factors in the
strategicpositioning of products in the minds of the consumers (Bounfour, 2002). A brand tries
toestablish a coherent perception of the company for its different stakeholders and reflects agood
corporate reputation in the eyes of the general public (Hatch and Schultz, 2003).

Nevertheless, the single most important public of a brand is its end consumers, who
aredrowning in the overwhelming abundance of brands and brand communication. A
favorablebrand image would have a positive influence on consumer behavior towards the brand
interms of increasing loyalty, commanding a price premium and generating positive word-
ofmouth(Martenson, 2007). Marketing studies argue that brand image is an important
factoraffecting brand equity (Biel, 1992, 1993; Villareji-Ramos and Sanchez-Franco,
2005).(Faircloth et al., 2001) also found that the more positive the brand image, the more
consumersare willing to pay and thus the greater the brand equity. A brand image can be an
associationset and is usually organized in some meaningful way (Aaker, 1991). (Keller, 1993)

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hasargued that if a brands image is related to association (e.g. attribute and attitude), the
brandsassociation gains, favorable strength and uniqueness in the mind of the consumer.
A positive brand image is created by marketing programs that link powerful and unique
associations to aconsumers memory of the brand (Keller, 1998). That is, brand image can create
associationsthat elicit positive feelings and attitudes towards the brand (Porter and Claycomb,
1997).Besides, (Biel, 1992) has argued that brand association could also arise from corporate
image,product image and user image. Most of the corporate association theory has been
developedfrom corporate image (Power et al., 2008). Brand image is the current view of the
customers about a brand. The impressions consumers have of a company extend well beyond the
product or service the firm provides. According to Porter (1985) brand image is a mental image
that reflects the way a brand is perceived, including all the identifying elements, the product or
company personality, and the emotions and associations evoked in the consumers mind. It can
be defined as a unique bundle of associations within the minds of target customers. Keller
(2003c) defines brand image as perceptions about a brand as reflected by the brand associations
held in consumer memory. It is a set of beliefs held about a specific brand. In short, it is nothing
but the consumers perception about the product(Eisemann, L. and Herbert, L. 1990).

It is the manner in which a specific brand is positioned in the market. Brand image
conveys emotional value and not just a mental image. Brand image is a composite of perceived
quality and esteem dimensions. In other words, brand image is a perception of a brand held in
customer memory and reflecting a customers overall impression. A positive brand image can be
considered as a crucial ability of a corporation to hold its market position. A brand image of a
bank is not absolute; it is relative to brand images of competing banks. The customers often form
a brand image of a bank from their own banking experience. Furthermore, bank brand image
possesses a strategic function. Through strategic marketing activities, the brand image of a bank
can be used to help it improve its competitive position. Thus, a favorable bank brand image helps
strengthen the intentions customers have for selecting a bank.De Chernatony, L. (2006)

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Attitude towards Brand


Four ways of establishing a attitude toward a brand are:
Establish a proper brand identity
Create appropriate brand meaning
Elicit the right brand responses
Forge appropriate brand relationships with the customers
There are various functions that brands carry for the buyer as well as the seller. Buyers brands
can help to identify products and thus simplify their product decision by reducingsearch costs
and assuring a certain level of quality. Consequently the buyer perceives a lowrisk in buying the
product (Dalrymple and Parsons, 2000). Another benefit of brands to buyeris that they can obtain
psychological rewards by purchasing brands, which indicate status andprestige, thus reducing
their psychological risk related to buying a wrong product.In this context, I explore the
dimension of Customer Relationship Management (Peppers et. al, 1999).It is a management
approach that enables organizations to identify, attract, and increaseretention of profitable
customers by managing relationships with them (Hobby, 1999) andfurther identifying
strategically significant customers (Buttle, 2001). In the academic community, the terms
relationship marketing and CRM are often used interchangeably (Parvatiyar, 2002).

The heart of marketing is relationships and nurturing long termrelationships should be the
goal of marketing practice (Berry et. al, 2006).Increased competition reduces brand loyalty
making the job of the marketers more complex.Further, customers also become indifferent to the
myriad marketing messages being thrustupon them. As a result, marketing needs to be more well
directed and specific, becausecustomers, whether consumers or businesses, do not want more
choices. Customers havehidden or overt preferences which marketers can reveal by building a
learning relationship.Hence, the study focuses on developing greater customer centricity in
brands.An increasing number of organizations have specialized in meeting the increased
complexityof individual needs. As more and more consumers gain access to powerful new media
andinformation tools to compare brands, products and services (Pitt et al., 2002; Hagel
andSinger, 1999; Wind and Rangaswamy, 2001; Prahalad and Ramaswamy, 2000), organizations
in a range of industries are responding by developing advocacy-based strategies and practices.As
Urban (2004) observes, the strategy behind customer advocacy is simple. By assistingconsumers

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to find and execute their optimum solution in a given market, it will be easier foran organization
to earn their long-term trust, purchases and loyalty.In the meantime, in the highly competitive
business climate, developing and maintainingunique product features has become hard and
costly. Technical progress does not necessarilyassure commercial success or sustainable
competitive advantages. Products are becomingmore and more like commodities. According to
Naomi Klein, author of the much debatedbook No Logo, leading companies like Nike,
Microsoft and Tommy Hilfiger put brandsbefore products claiming that they no longer produce
things, but images of their brand.A brand relationship is the commitment and resonance a
customer has towards a brand. Itgoes beyond simple features, functionality, price or total cost of
ownership. The higher thecommitment to a brand, the more impervious the customer is to the
offers of competitors.Higher repurchase probabilities are one measure of this commitment, as is
the willingness torefer the product to others.What consumers know about a brand will influence
their reaction when confronted withbrand-related stimuli (e.g. a branded product, a brand user, a
category). Managing consumer brand knowledge hence becomes a crucial task for brand
mangers (Aaker, 1996; Kapferer,2004; Keller, 2003).

In this context, we explore the concept of a brand, from a


consumersperspective.Although the last decades specialized literature attempted to crystallize
the concept ofbrand functions, the term still needs further consideration.Brand associations
include perceptions of brand quality and attitudes towards the brand.Keller and Aaker both
appear to hypothesize that consumer perception of a brand are multidimensional,yet many of the
dimensions they identify, appear to be very similar. The imagethat a good or a service has in the
mind of the consumer, with respect to its positioning, is
probably more important to its ultimate success, than its actual characteristics. Marketers tryto
position their brands so that they are perceived by the consumer to fit a distinctive niche inthe
marketplace-a niche occupied by no other product (Schiffman and Kanuk, 1994).In this context,
the following functions have been identified that a brand is expected toperform.

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Emotional Attachment
A brand differentiates a product in several forms and it can be broadly divided into
twocategories- the tangibles (rational), and the intangibles (emotional and symbolic). Either way,
while the product performs its basic functions, the brand contributes to the differentiation of
aproduct (Keller, 2003). These dimensions distinguish a brand from its unbranded
commoditycounterpart and give it equity, which is the sum total of consumers perceptions and
feelingsabout the products attributes and how they perform, about the brand name and what it
stands
for, and about the company associated with the brand (Achenaum, 1993). A strong
brandprovides consumers multiple access points towards the brand, by attracting them
throughboth functional and emotional attributes (Keller, 2003). Emotional attachment to brands
hasattracted recent research attention (e.g. Thomson et al., 2005). Researchers have
longconsidered attitudes to be insufficient predictors of brand commitment (e.g. loyalty),
andsuggest that true loyalty requires the customer to form an emotional bond with the brand(Park
et al., 2009; Oliver, 1999). Customers emotional connection with a brand assessed on attributes
like appealing,attitudinal attachment, captivating, passion etc. that together reflect the true health
of anycompany-customer relationship is a reflection of their social bonding. In the same
context,social identity theory is based on the notion that people will be motivated to
attachthemselves to those who are perceived to be similar in values, preferences or various
sharedgroup characteristics (Jacobson, 2003). The fundamental premise is that group
membership iscrucial to the formation of specific identities developed by the individual (Hogg
and Abrams,1990).

Social identity is developed through the value and emotional attachment that anindividual
derives from membership in a particular group (Tajfel and Turner, 1986). Groupsare particularly
likely to engage in strategies to maintain their identity when (a) there is astrong attachment or
identification with the group, and (b) there is an imminent threat to thedominant status of the in-
group mounted by a rival group (e.g., just before a major gameencounter) (Hogg and Abrams,
1990; Tajfel and Turner, 1986). In this study, we propose thatthe processes associated with
building strong group identity and cohesion are ultimatelyreflected in stronger identification with
the in-group, as well as an enhancement of positivesocial and self-concept benefits (Branscombe

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and Wann, 1991; Tajfel and Turner, 1986).Under these conditions, marketing strategists may
have an opportunity to strengthen theconsumers emotional connection with the brand by
priming the audience with strongemotional connect. In developing strategies and tactics aimed at
building strong and lastingrelationships between customers and brands, it may be important to
consider the manner inwhich customer-brand emotional connection/relations are bolstered and
reinforced.Recognizing the importance of building such brand connections, should also solidify
strongand lasting relationships between customers and the brand.Nevertheless, six dimensions
have emerged from prior researches, as particularly importantmeasures of the customer mindset
(Lassar and Sharma; Agrawal and Rao, 1996).

1. Corporate Association: Since the mid-nineties, research has explained corporate image
and its effecton consumers by means of a new concept: corporate associations (Brown and
Dacin,1997; Brown, 1998; Sen and Bhattacharya, 2001; Hoeffler and Keller, 2002; Ahearneetal.,
2005). This concept was originally developed in psychology research and refersto all
theinformation that a person accumulates about a company and that is combined and ordered in
their mind to form a global corporate image. Therefore, corporateassociations is a broad global
concept that encompasses all of the constructstraditionally referred to as corporate image,
including beliefs, moods, emotions,evaluations, and other forms of knowledge individuals hold
about a particularcompany (Brown, 1998).Brown and Dacin (1997) identify two basiccategories
of corporate associations:(1) associations of corporate ability, which refer to the experience of
the companyin producing and distributing its products and/or services; and(2) associations of
corporate social responsibility, which refer to the perceivedimage consumers have about the
social character of the company.Indicators of the first one are, for example, workforce
experience, research anddevelopment investment and technological development, customer
orientation, productquality, customer service or range of products. The second one is more
related toactivities such as corporate philanthropy, cause-related marketing or sponsorship
ofcharity programs.On the other hand, Brown (1998) defines six categories for
corporateassociations:

(1) marketing associations, which refer to perceptions of the companyscommunications, sales


force, and distribution channels;

(2) product considerations, related to the product quality;

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(3) interaction with exchange partners, which refers to the honesty and ethicalbehaviour with
distributors and concern for consumers;

(4) interaction with employees, which includes perceptions about good workingconditions and
commitment to equal opportunities in employment; and

(5) social responsibility, focused oncorporate philanthropy, communityinvolvement and


environmental orientation.

2. Corporate Value: Corporate values can be dened, in a classical sense, as beliefs that
help companies make choices among available means and ends /Rockeach, 1973), or more
technically, as the weight which corporate decision makers attach to alternative goals when
making their decisions. Alternative goals could be accounting protability, stock returns,
customer value, market share, company growth, employee satisfaction, supplier surplus or
measures of corporate social performance /like image, environmental impact, tax revenue). They
could be present or future values of these variables to capture a trade off between the short and
the long run /Fama and Jensen, 1985). They can be probabilistic to capture different attitudes
towards risk /Sitkin and Pablo, 1992; Sitkin and Weingart, 1994; Wright et al. , 1996).
Effectively, they can even encompass the weight, which managers attach to their personal goals
/Jensen and Meckling, 1976). For example, if the managers of a company value empire building,
and if this inclination is not checked by shareholders or stakeholders, growth and diversification
goals may effectively belong to the corporate value system

3. CorporatePersonality: Corporate Personalityaddresses the increasing need for


organizations to refocus and realign their corporate culture in order to compete in a business
world that demands trust, respect and strong values. Moving beyond simply how products are
marketed and perceived, it shows the reader how to lead and engage people at every level within
the organization to ensure consistent engagement with brand values. Including practical models
to show how corporate culture and values can be managed and improvedBlankson, C. ve
Kalafatis, S.P. (1999),Corporate Personalityalso provides real examples and case studies from
the Marriott Hotel Group and Water Wellbeing Group among others that show how people's
behaviours can deeply affect brand reputation through all areas of the business. Incorporating a
complete strategy from start to finish, this book will help the reader build visible leadership,

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project an authentic brand image and reinforce their company's values.Palgrave MacMillian.
Ataman, B.K. (2000)

4. Corporate Activity: The extent to which the customers use the brand , talk to others
aboutthe brand, seek out the brand information, promotions, and events, and so on. In this
variable generaly customers share their experience to others and so on, word of mouth spread to
others. And thus the circle increases. This is what make the brand visiable and Trust worthy to
others. Chevalier, M. and Mazzalovo, G. (2004)

5. Symbolic Benefits:Symbol benefits is a brand adopted not only for its functional benefits,
but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer
to express his or her identity, to signal status or manifest a sense of belonging to a group.Businesses
might be based on three different types of knowledge: analytical; synthetic or symbolic.Beerli,
A., Martin, D.J. and Quintana, A. (2004) Creative or cultural businesses, such as entertainment,
publishing, design, or fashion, draw heavily on a symbolic knowledge base. They serve
important symbolic functions such as capturing, refracting, and legitimating social knowledge
and values. The essence of a brand or a product in these industries resides in its meaning for the
consumer rather than in its function..Chen, J.S. and Ching, R.K.H. (2007)The symbol-intensive
brand definition has been firstly introduced by Stefania Saviolo and Antonio Marazza in the
book Lifestyle Brands A Guide to Inspirational Marketing. Analyzing a brands choices in
terms of competitive scope (number of targets and categories served) and type of benefits
provided to the customer, five classes of Symbol-intensive brands are identified Symbol-
intensive brands are able to maintain a relationship with their clients that goes beyond the usualy
brand loyalty. Beerli, A., Martin, D.J. and Quintana, A. (2004)

6. Functional Benefits:People buy for emotional reasons and then look for functional
reasons to rationalize that emotional decision. More and more marketers, whether they are
consumer based businesses or even B-to-B, are recognizing those deeper emotional connections
that drive purchase decisions. Better late than never, they are charging out of the gate to design
new research techniques that will help them uncover the attitudes and values that drive those
emotional decisions what is commonly called psychographics research rather than the more
functionally driven category usage research heavily weighted on demographics that they have

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done in the past.Palgrave MacMillian. Ataman, B.K. (2000)There has been a lot written about
psychographics segmentation research that make strong arguments that attitude and lifestyle data
are more valuable in determining customer behavior than the traditional demographic
segmentation that is based on such factors as age Tybout, A., & Calkins, T. (Eds.).(2005)

Perceived Quality
Perception is the way that individuals select, organize, and interpret data to create a
meaningfor themselves. Customers usually view goods based on their perception since they do
notbuy the goods. Thus, a brand can be seen as a prejudice (Arnold, 1992 referred to in
NatalieAnn Ryan, 2002). Consumers initially have feelings towards a brand before they
evenconsume it (Buttle and Burton 2002 referred to in Natalie Ann Ryan, 2002). The
perceptionof the brand image is very important, since consumers analyze the personality of a
brand, andthen creates meaning out of the brand message (D. Aaker and A. Biel, 1993 referred to
inNatalie Ann Ryan, 2002).To perceive quality of the brand, consumers often look at price
(Upshaw, 1995 referred to inNatalie Ann Ryan, 2002). In general, consumers want brands that
offer them high quality at a
reasonable price. A firms way of sales promotion can have either a positive or a
negativeinfluence on the consumers perception of the brands quality. It also has an impact on
thebrand images (Usunier, 1993 and 1994). For example, a firm that always has pricepromotions
can let a consumer to perceive the low quality.

Conversely, if consumers seespecial offers from a brand once in a while, they will feel
more rewarded for being acustomer. By advertising this way, the firm can keep the consumers
perception of qualitythat they have for the brand, while also keeping a positive image of the
brand in theconsumers mind (Aaker and Biel, 1993). It is important that a brands identity
matches theconsumers image of the brand because this determines whether a brand will gain the
trust ofconsumers, and whether the brand will success or not (Temporal and Lee, 2001). Brand
image can be defined as perceptions about a brand as reflected by the association heldin
consumer memory. It can also be conceptualized as the culture of attributes andassociations that
consumers connect to the brand name (Keller, 1993). Brand image is thetotality of associations
that surround the brand. It is a perceptual concept. What is containedin a brands image may or

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may not be the result of marketing efforts. It represents how abrand lives in a customers very
own personal, subjective world. A consumer may develop aset of beliefs about a brand e.g.,
attributes or benefits. It is this set of beliefs that a consumerholds about a brand that make up the
brand image.Building a strong brand within consumers minds means creating a positive brand
evaluation,an accessible brand attitude, and a consistent brand image, (Farquhar,1989), the
accessiblebrand attitude actually referring to what the others term as awareness. As already
mentioned,an important dimension of brand equity is brand awareness, very often an
undervaluedcomponent. Not only is that awareness a prerequisite for a brand to be included in
theconsideration set (the brands that receive consideration for purchase), but it also
influencesperceptions and attitudes, and can be a driver for brand loyalty (Aaker, 1991).

Reflecting the salience of the brand in the customers mind, brand knowledge
isconceptualized in terms of two components, brand awareness and brand image (Aaker,
1996).Brand knowledge can be described as consumer awareness of a brand and the
associationswith the brand. Understanding whether or not consumers are aware of the brand and
whatassociations they hold towards the brand is key information for developing a strong
andequitable brand. Awareness can be assessed at several levels such as recognition, recall,
or,even more, brand knowledge (what the brand stands for is very well known by
consumers)(Aaker, 1996). Brand awareness is the first and prerequisite dimension of the entire
brandknowledge system in the consumers minds, reflecting their ability to identify the brand
underdifferent conditions: the likelihood that a brand name will come to mind and the ease
withwhich it does so (Keller, 1993). Brand awareness can be bifurcated into brand
recognition(consumers ability to confirm prior exposure to the brand when given the brand as
cue) and The definition adopted here will be: Consumer knowledge is information concerning
themarket stored in consumers long-term memory. By market, I mean the products,
brands,and their environment (consumers and other individuals, legislative provisions
and/orpressure groups, etc.).

Memory is system that consists of schematically encoding, storing,and then retrieving


information. Long-term memory is as defined by (Shavelson and Stanton,1975) as a subset of
memory that is both permanent, with a virtually unlimited storagecapacity, and well organized.

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Consumer knowledge is seen as consisting of networks ofassociations (Anderson, 1983). This


approach stems from research conducted in the field ofcognitive psychology, notably by (Collins
and Loftus, 1975) and later by (Anderson, 1983). Itis widely accepted in the fields of marketing
and consumer behavior (Keller, 1993; Mitchelland Dacin, 1996).

Brand Loyalty
Brand choice could be considered as the central problem of consumer behavior, while the
perceived risk associated to buying decisions is a pivotal aspect of brand choice. Risk is
oftenperceived to be painful in that it may produce anxiety, in which case it must be dealt in
somemanner by the consumer. Among the main functions of a brand from the
consumersperspective is considered to be the minimization of perceived purchasing risk, which
in turnhelps cultivate a trust-based relationship (Keller, 1993).Trust is defined as the willingness
torely on an exchange partner in whom one has confidence. It exists when a party hasconfidence
in an exchange partners reliability and integrity and when they share commongoals and values.
It is a consequence of interdependence due to stable customer experience ofexpectations being
exceeded and of being provided the best value by the existing firm. Brandawareness can
influence consumers perceived risk assessment and their confidence in thepurchase decision,
due to familiarity with the brand and its characteristics. Satisfaction overmultiple interactions
leads to a stage where the customer begins to have faith in the offering and its consistency in
performance. Satisfaction leads to trust when some more antecedentconditions such as shared
values and goals, dependence based on stableexpectation/perception of performance and
perceived switching costs are fulfilled. As per(Niall Fitzgerald, chairman- Unilever plc.), Rooney,
J. A. (1995).

In order to function at all, human societies rely onthe existence of trust. Good brands
invite trust, earn trust, honor trust and reward trust. Goodbrands guard their reputations with their
lives, and if by accident they transgress, theyapologize with grace and true humility -quickly.
Every change that we face in marketingtoday makes the establishment of trust and the
maintenance of trust more necessary and morevaluable, because for consumers the mounting
complexity of choice will make the need fortrust more urgent. It is as promising future for brands
that live up to and deliver on theseexpectations. Customers get committed to a brand when the

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brand achieves personal significance for them.Pradeesh K. N.,&Prasad P. N. (2012). It happens when
the consumers/buyers perceive it to be a part of them. Organizations wereinitially sensitive about
their image and have now become very sensitive about theirreputation. Image is a function of
perception-the basis on which brand evaluations are formed.Reputation has more depth, is more
involving: it is a judgment from the market which needsto be preserved. In any case, reputation
has become a byword as witnessed by the annualsurveys on the most respected companies
(Aaker, 1995).
Reputation signals that although thecompany has many stakeholders, each one reacting to
a specific facet of the company (asemployee, as supplier, as financial investor, as clients and
above all as customers or buyers),in fact they all are sensitive to the global ability of the
company to meet the expectations ofall its stakeholders. As changes in the reputation affect all
stakeholders, companies monitorand manage their reputation closely. Global reputation is a
function of the companiesresponsibility towards the customer (Fombrun, Gragberg and Server,
2000). Companieswhich are responsible towards the customer gain more respect for the brand,
have greaterlevels of consumer engagement and evangelism and above all, form a relationship
with theconsumer. Customers develop relationships with brands through direct experiences and
base theirperception of the brand on this experience, and how that brand compares to other
brands theyhave experienced. The personal experience in which a consumer has with a firm is
the keyfactor in developing or destroying trust (Petromilli and Morrison, 2002 referred to in
NatalieAnn Ryan, 2002). 76 percent of consumers would find it difficult to trust a brand again,
thefirst time did not meet their needs. Since a firms brand is a promise of a certain
experience,the trust or distrust of a brand depends on the experience the consumer has (Dolliver,
2001referred to in Natalie Ann Ryan, 2002).

This is important because it is through thisexperience that customers will decide whether
or not the brand is valuable to them and worthtrust (Temporal and Lee, 2001 referred to in
Natalie Ann Ryan, 2002). Generally, consumersbelieve firms have good intentions and work
hard not to repeat mistakes. They believe mostfirms will do the right thing when faced with a
problem with one of their goods. Still, the factremains true that consumers find it more difficult
to trust brands after the first time of havinga bad experience with the brand (Dolliver, 2001
referred to in Natalie Ann Ryan, 2002).Customer relationships are longer with a firm, when

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customers gain high levels of cumulativesatisfaction for a brand. Conversely, if a customer has a
poor experience with the goods, theywill be less satisfied. They will not seek a long relationship
with a particular brand. When aconsumer is satisfied with a brand, this means they are content
with all parts of the goods thatare related to their needs. Finally, they also trust this brand
(Burton, 2002).

Self Brand Connection


Consumers sometimes become committed to brands that helpthem to create or represent
their desired self-concepts(Escalas and Bettman, 2003; Escalas, 2004; Cooperet
al.2010).Through a process of matching or pairing, consumersoften select products and brands
that are congruent with theirself-images (Dolich, 1969; Chaplin and John, 2005;Hankinson,
2004). This process is fostered by the wideavailability of brands and the array of images that
thosebrands represent (Chaplin and John, 2005). As consumersdiscover fit between their self-
concepts and brand images,they are able to make self-brand connections.Self-brand connections
are created when brands engenderstrong and favorable brand associations from the
consumersperspective (Escalas and Bettman, 2003). Brand associationscan include attitudes
toward brands and perceptions of brandquality (Low and Lamb, 2000). Additionally, perceptions
ofthe uniqueness of a brand can also enhance self-brandconnections (Netemeyeret al., 2004;
Escalas and Bettman,2003). Self-brand connections can be used to satisfypsychological needs,
reinforce identity and allow anindividual to connect to others (Wallendorf and Arnould,1988;
Escalas, 2004).The current research proposes that just as self-brandconnections are formed with
consumer products, they canalso be formed with cities. Attitude toward the brand,perceived
brand quality and perceived brand uniqueness arebrand associations that are predicted to be
antecedents of self-brand connection within the framework of city branding (seeFigure 1). When
a self-brand connection exists by virtue ofthe branding efforts of a city, a civic awareness
andconsciousness can manifest where residents becomeadvocates for the brand.

We define self-brand connection as formation of strong andmeaningful ties between a


particular brand and a consumersself-identity (Escalas, 2004). Despite being related
toconsumers self-identity, self-brand connection is distinctfrom prominent consumer self-

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relevant constructs.Recently,Sprottet al.(2009introduce the construct of brandengagement with


self-concept (BESC) referring to a generalconsumer tendency for consumers to use brands as
partof their self-schemas. However, self-brand connection isconceptually distinct from BESC.
Where self-brandconnection captures a brand-specific consumer tendency toform self relevant
linkages, BESC captures a relativelygeneral (not brand-specific) propensity of consumers
toengage with brands at the self-concept level; a conceptualdistinction that is also acknowledged
bySprottet al.(2009)Self-brand connection is also distinct from the self-congruityconcept (Sirgy,
1982), which refers to a match (or divergence)between consumer image and brand image. Self-
brandconnection is not based on such discrepancy between userimage and brand image, instead it

encompasses the degree towhich a given brand gets incorporated into the self-concept.The

current study focuses on the self-brand connection.Consumers are often engaged in a process of
defining theirself-identities and desired self-images (Escalas, 2004). Brandsare one such
mechanism by which such self-definitional needsare fulfilled (Belk, 1988).

Certain brands possess symbolicassociations that are pivotal to a consumers sense of self
andthus enhance or reinforce the self. Such brands develop strongemotive ties with a consumer
over time, generally culminatingin development of favorable brand attitudes and
behavioralintentions (Escalas, 2004). Self-brand connection is thus auseful construct that
potentially explains prominent brand-related outcomes. In the following section, we discuss the
roleof endorser credibility in the development of self-brandconnection.We expect endorser
credibility and self-brand connection tobe related. Given that consumers often use brands as tools
forcreation and maintenance of self-identity (Belk, 1988), theself-brand connection potentially
signifies a deeper level ofconsumer identification with a brand (Albertet al., 2013).Because
celebrities comprise symbolic inspirational referencegroup associations (Escalas, 2004), we
expect celebrity endorsements to impact self-brand connections (Figure 1). Inthe associative-
network memory theory (Keller, 1993),celebrities represent a type of information node in
consumermemory (Till, 1998). When a brand is linked with a celebritythrough an endorsement
arrangement, associative linksamong nodes are formed in consumer memory (Till, 1998).Once
the nodes are connected, perceived celebrity attributes(meanings) transfer to the endorsed brand
(McCracken,1989). Hence, a celebrity that is perceived as possessingassociations of credibility

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(i.e. trustworthiness, attractivenessand expertise) carries multiple favorable associations


thatconsumers would like to identify themselves with. Wetherefore hypothesize.

We expect a positive relationship between self-brandconnection and brand equity.


Theoretical frameworks onreference groups (Bearden and Etzel, 1982) and self-concepttheory
(Belk, 1988) help explain how self-brand connectionmay influence consumer-based brand equity
in ourhypothesized model. To consumers, celebrities representinspirational reference groups that
possess a value-expressiveappeal (Bearden and Etzel, 1982), assisting consumers inshaping a
desired sense of self (Moore and Homer, 2008).Self-brand connection likely develops as the
idealized image ofa celebrity is linked to the brand through the endorsementprocess. Once a self-
brand connection is developed,consumers may attain added benefits such as an enhancedself-
esteem, social approval and expression of individuality(Escalas and Bettman, 2003). In turn,
attainment of suchself-image-relevant benefits is likely to strengthen consumersknowledge base
pertaining to an endorsed brand, reflected instrengthening of relevant brand associations and
attitudes inconsumer memory (Keller, 1993), thereby impactingconsumer-based brand equity.
Additionally (as noted in thepreceding sections), our expected relationship is consistentwith

meaning-transfer mechanisms underlying theendorsement process (McCracken, 1989).

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Concept Framework

Brand Uniqueness

Self Brand Brand


Attitude Towards Connection Advocacy
Brand

Corporate
Association
Brand
Perceived Quality Image

Corporate
Activity
Brand
Loyalty
Corporate
Personaity
Emotional Attachment

Corporate
Value

Symbolic
Benefits

Functional
Benefits

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4. Questionnaire and Hypothesis


Questions Development:
Q1. Is there any relationship between brand uniqueness & self connection?
Q2. Is there any relationship between attitude towards brand & self connection?
Q3. Is there any relationship between self brand connection & brand advocacy?
Q4. Is there any relationship between perceived quality & Self brand connection?
Q5. Is there any relationship between corporate association & emotional attachment?
Q6. Is there any relationship between corporate activities & emotional attachment?
Q7. Is there any relationship between corporate value & emotional attachment?
Q8. Is there any relationship between corporate personality & emotional attachment?
Q9. Is there any relationship between functional benefits & emotional attachment?
Q10. Is there any relationship between symbolic benefits & emotional attachment?
Q11. Is there any relationship between perceived quality & brand image?
Q12. Is there any relationship between perceived quality & brand loyalty?
Q13. Is there any relationship between emotional attachment & brand image?
Q14. Is there any relationship between emotional attachment & brand loyalty?

Hypothesis Development:
Ha1. There is a relationship between brand uniqueness & self connection.
Ho1. There is no relationship between brand uniqueness & self connection.
Ha2. There is a relationship between attitude towards brand & self connection.
Ho2. There is no relationship between attitude towards brand & self connection.
Ha3. There is a relationship between self brand connection & brand advocacy.
Ho3. There is no relationship between self brand connection & brand advocacy.
Ha4. There is a relationship between perceived quality & Self brand connection.
Ho4.There is no relationship between perceived quality & Self brand connection.
Ha5. There is a relationship between corporate association & emotional attachment.
Ho5.There is no relationship between corporate association & emotional attachment.

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Ha6. There is a between corporate activities & emotional attachment.


Ho6. There is no between corporate activities & emotional attachment.
Ha7. There is a relationship between corporate value & emotional attachment.
Ho7. There is no relationship between corporate value & emotional attachment.
Ha8. There is a relationship between corporate personality & emotional attachment.
Ho8.There is no relationship between corporate personality & emotional attachment.
Ha9. There is a relationship between functional benefits & emotional attachment.
Ho9.There is no relationship between functional benefits & emotional attachment.
Ha10. There is a relationship between symbolic benefits & emotional attachment.
Ho10.There is no relationship between symbolic benefits & emotional attachment.
Ha11. There is a relationship between perceived quality & brand image.
Ho11.There is no relationship between perceived quality & brand image.
Ha12. There is a relationship between perceived quality & brand loyalty.
Ho12.There is no relationship between perceived quality & brand loyalty.
Ha13. There is a relationship between emotional attachment & brand image.
Ho13.There is no relationship between emotional attachment & brand image.
Ha14. There is a relationship between emotional attachment & brand loyalty.
Ho14.There is no relationship between emotional attachment & brand loyalty.

5. The Research Design: Method and


Procedure
Category: The degree to which the research question has been crystallized
Option Chosen: Formal Study
Reason: In the formal study we can collect data or information very closely & effectively. And
in most cases data are collected formally to get easy access and response as well.

Category: The Method of Data Collection


Option Chosen: Communication Study

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Reason: To come closer and extract their thinkings. Communication being the most easiest way
to get response. While collecting information communication was the best way for us in this
study.

Category: The Power of the researcher to produce effects in the variables under study
Option Chosen: Ex post facto
Reason: relational effects to create easily. We produce and gather by this process as most of our
reference works are done by this. Its was followed and was effective for this study.

Category: The Purpose of the study


Option Chosen: Reporting
Reason: Academic reporting is a common assignment we all face in our academic duration. This
is none other than that. We studied this paper for academic purpose only. Though In future it
may come handy to us.

Category: The Time Dimension


Option Chosen: Cross-sectional
Reason: We tried to finish their activity in a short period of time. As answering the questionnaire
was a time consuming matter for fact. So we tried our best for the minimum consumption of
time.

Category: The total scope-breadth and depth-of the study


Option Chosen: Statistical Study
Reason: The whole study was for statistical use. We collected the responses for our study. And
doing so we came some of the problems that made the study productive.

Category: The Research Environment


Option Chosen: Field setting
Reason:Field setting was used as we went to banks personally and met the customers. We
collected the responses from them being present in front of them and asking a minimum time
from them.

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Category: The Participants Perceptions of the research activity


Option Chosen: Actual Routine
Reason: Though most of our participants were helpful, still we faced questions that needed to
answer about what we were doing. But over all we maintained actual routine perfectly.

Sampling:The respondents of this survey research comprised customers from different


positions from private banks consumers. So have to take respondents from private bank
customers.

Unit: Consumer who are relevant in banks. Such as Teachers, Students, Businessman,
Employees, Social worker, Politician and others.

Size: This Research sample size will be 60.

Procedure: This research sample is picked by non-probability way. For non-probability


samplings have to choose convenience sampling. Because in convenience sampling researcher
use any readily available individuals as participants. For Example can choose Teacher, Student,
Businessman and Employees. Which one is convenience had to pick for sampling.

Instrument:Total numbers of questions are 68.

Demographic: Both the male and female will be chosen for the interview. The participant can be of
any age within the range mentioned in our research questionnaires (from 15 to 31& above).

Variable related: For the first variable Brand image there will be twelve (12) questions. For Self-
brand connections there will be nine (9) questions. For Brand advocacy there will be six (6)
questions. For Brand loyalty there will be twelve (12) questions. For Attitudes towards brand
four (4) questions. For Perceived quality there will be four (4) questions. And for emotional
attachment there will be twenty one (21) questions.

Scale: In this Research paper questionnaire for consumer, scale have to follow Five pointer
Likert Scale:
1. Strongly Disagree

2. Disagree

3. Neither Agree nor Disagree

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4. Agree

5. Strongly Agree

Data collection:In this researchwe collected both primary and secondary data. All data was
collected through structured questionnaire which were distributed to respondent clients in banks.

Primary data:The data will be collected from the provided questionnaire. We also need to use
primary data collection methods which involves direct interview from employees

Secondary data:We collected information about appropriate variables, scale & facts regarding
our study from journal. Some information was also collected from internet and from our text
book (Business research method) which is assigned for BUS- 485 course.

Data Analysis: From a gender perspective, there are 40 male and 20 female among 60
participants which represents 66.7 percent are male and 33.3 are female. As regards to the age
classification of respondents, 33.3 percent were between 15 to 25 years, followed by 33.3 percent
between 26 to 30 years, 33.3 percent between 31 and above. As regards to the income per month
classification of respondents, 18.3 percent were between 5000 to 1000 BDT, followed by 16.7
percent between 10001-20000BDT, 31.7 percent between 20001-35000, 23.3 percent between
35001 and above.

AGE * INCOME Crosstabulation


Count

INCOME

35001 &
5000-10000 10001-20000 20001-35000 ABOVE Total

AGE 21-25 9 8 3 0 20

26-30 0 5 11 4 20

31 & ABOVE 2 3 5 10 20
Total 11 16 19 14 60

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From the table we can see that between age gap 21-25, nine person income is 5000-10000,
eight person income is 10001-20000, three person income is 20001-35000. None was for 35001
or above. In Same way we can figure out others.

GENDER * INCOME Crosstabulation


Count

INCOME

35001 &
5000-10000 10001-20000 20001-35000 ABOVE Total

GENDER MALE 4 10 13 13 40

FEMALE 7 6 6 1 20
Total 11 16 19 14 60

Here we can see male and female income ratio. The differences are well shown in this table.
Details are in appendix A.

AGE * INCOME Crosstabulation


Count

INCOME

35001 &
5000-10000 10001-20000 20001-35000 ABOVE Total

AGE 21-25 9 8 3 0 20

31 & ABOVE 0 5 11 4 20

4.00 2 3 5 10 20
Total 11 16 19 14 60

Here we can find age limits and their income according to their age. Detail information is in
appendix A.

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Reliability Analysis:

Brand image

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.866 .864 12

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

Brand loyalty :

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.813 .818 12

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

Self-Brand Connection:

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.816 .831 9

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

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Brand advocacy:

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.141 .675 6

According to Cronbachs Alpha chart, internal consistency of this reliability is UNACCEPTABLE.

Perceived Quality:

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.477 .503 4
According to Cronbachs Alpha chart, internal consistency of this reliability is UNACCEPTABLE.

Emotional Attachment:

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.765 .437 3

According to Cronbachs Alpha chart, internal consistency of this reliability is ACCEPTABLE.

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CORPORATE ASSOCIATION:

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.766 .481 3

According to Cronbachs Alpha chart, internal consistency of this reliability is ACCEPTABLE.

CORPORATE ACTIVITY:
Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.663 .653 3

According to Cronbachs Alpha chart, internal consistency of this reliability is QUESTIONABLE.

CORPORATE PERSONALITY:

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.262 .264 2

According to Cronbachs Alpha chart, internal consistency of this reliability is UNACCEPTABLE.

CORPORATE VALUE:
Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.655 .665 2

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According to Cronbachs Alpha chart, internal consistency of this reliability is QUESTIONABLE

Symbolic Benefits:
Reliability Statistics

Cronbach's Alpha
Based on
Cronbach's Alpha Standardized Items N of Items

.795 .499 2

According to Cronbachs Alpha chart, internal consistency of this reliability is ACCEPTABLE.

FUNCTIONAL BENEFITS:
Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.561 .563 2

According to Cronbachs Alpha chart, internal consistency of this reliability is POOR.

ATTITUDE TOWARDS BRAND:


Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.637 .637 4

According to Cronbachs Alpha chart, internal consistency of this reliability is QUESTIONABLE.

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BRAND UNIQUENESS:
Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.632 .645 4

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

6. Limitations
We acknowledge the limitations of our study. These limitations what made our study
difficult in some cases to carry on. But we still manage to overcome these limitations and
carried out our job.
1. This study used a convenience topic in private banks in Bangladesh. So some cases
we faced difficulty to get respond from the customers.
2. We collected data from a questionnaire which had lots of question in it. This made the
customer less interested in the phase of collecting response.
3. All of the private banks we have chosen only two to three of them. A large number of
banks to survey would give us more information. Due to shortage of time and
resource it was not possible.

7. Significance of the Study


This study was limited to the generalized effect of branding on customer loyalty among the
banks in Dhaka and did not include the impact on the number of customers and the type of
branding used by the banks. The data collection was confined to few banks. At the same time
data collection with enough time given for the activity could have elicited better responses
improving findings which were not the case in this study due to time constraint.The findings
from the study reveal that most of the commercial banks are branded more than ten years ago.

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This is an indication that most of the banks do not change their brands frequently because it is
associated with customer loyalty and retention. It was also evident that most of the banks have
branding departments that handle all the issues on branding of their institutions and products that
are offered to their customers. It was also clear that most of the commercial banks have been in
operation for more than 15 years an indication that they have a wealth of experience on branding
strategies and its effect on customer loyalty. It was established that most of the banks have high
customer loyalty levels based on the customer loyalty indicators that were used in this study. For
instance the findings reveal that most of the commercial banks have customers who have
maintained their bank accounts for a very long time averagely more than five years. The findings
also indicated that banks do not have high customer turnover and account closures since most of
the customers they have prefer staying with their respective banks even if they feel offended
occasionally. It was further clear that commercial banks also benefit from word of mouth
marketing from their existing customers who in most cases refer other potential customers to the
bank. The other customer loyalty indicator is that most new customers do not close their
accounts as soon as they are opened but instead stay for more than five years. It was also evident
from the study findings that customers provide important advice to the bank on how to improve
its services rather quit for another bank. It was also established that the bannk use a number of
branding strategies that assist in enhancing their customer loyalty. One such branding strategy
that is widely used by them is the use of the bank name as a brand. Most of the commercial
banks often use their bank names in addition to a product brand name.

This assists the banks to differentiate their products from similar ones that are provided by
other competitors in the market. The study also revealed that the banks may also use multi-
brands as one of their brandings strategies. This implies that commercial banks may use several
brands for various products. However, the use of several brands is only possible if the bank
brand name is also included. Branding each of the products was also found to be common among
commercial banks and the same case applies to using of the organizational brand and brand
extension. The study established that there is a strong positive correlation between branding
strategies and customer loyalty among commercial banks. For example the correlation results
indicate that there exists a strong positive correlation between branding and retention of
customers, creating confidence among customers, and customer staying because of a strong
brand name. Branding is a very significant element of customer loyalty among commercial banks

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in Kenya. Most banks have demonstrated this significance by establishing departments that deal
with all the branding issues that they face. The most common branding strategies among
commercial banks are the use of the bank name alongside other brands for their products; use of
multi-brands strategy; use of brand extension strategy; use of the organizational brand as well as
use of several brands. Banks also indicated that their customer loyalty levels are high through
various indicators such as operating accounts for long, opting to remain with the bank even if
occasionally offended, low customer turnovers and referral of other potential customers by
existing customers.

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& Loyalty: A research on private Banks in Bangladesh Group: 03

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[Accessed 16
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APPENDIX: A

Frequencies

Statistics
GENDER

N Valid 60

Missing 0

Table 01
GENDER

Cumulative
Frequency Percent Valid Percent Percent

Valid MALE 40 66.7 66.7 66.7

FEMALE 20 33.3 33.3 100.0

Total 60 100.0 100.0

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Table 02

AGE

Cumulative
Frequency Percent Valid Percent Percent

Valid 21-25 20 33.3 33.3 33.3

31 & ABOVE 20 33.3 33.3 66.7

4.00 20 33.3 33.3 100.0

Total 60 100.0 100.0

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Table 03

INCOME

Cumulative
Frequency Percent Valid Percent Percent

Valid 5000-10000 11 18.3 18.3 18.3

10001-20000 16 26.7 26.7 45.0

20001-35000 19 31.7 31.7 76.7

35001 & ABOVE 14 23.3 23.3 100.0

Total 60 100.0 100.0

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Table 04
Crosstabs

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

GENDER * AGE 60 100.0% 0 .0% 60 100.0%

Table 05

GENDER * AGE Crosstabulation


Count

AGE

21-25 31 & ABOVE 4.00 Total

GENDER MALE 11 14 15 40

FEMALE 9 6 5 20
Total 20 20 20 60

Table 06

GENDER * INCOME Crosstabulation


Count

INCOME

35001 &
5000-10000 10001-20000 20001-35000 ABOVE Total

GENDER MALE 4 10 13 13 40

FEMALE 7 6 6 1 20
Total 11 16 19 14 60

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AGE * INCOME Crosstabulation


Count

INCOME

35001 &
5000-10000 10001-20000 20001-35000 ABOVE Total

AGE 21-25 9 8 3 0 20

31 & ABOVE 0 5 11 4 20

4.00 2 3 5 10 20
Total 11 16 19 14 60

Reliability

Scale: ALL VARIABLES

Cronbachs Alpha chart

Case Processing Summary

N %

Cases Valid 60 100.0

Excludeda 0 .0

Total 60 100.0
a. List wise deletion based on all variables in the
procedure.

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BRAND IMAGE:
Item Statistics

Mean Std. Deviation N

THIS BANK IS TRUST 3.9000 .95136 60

THIS BANK COMMITS 3.8000 .77678 60

THIS BANK PROVIDE 3.6000 .90573 60

GOOD CUSTOMER 4.0000 .90198 60

THIS BANK WOULD BE 3.7333 .91812 60

THIS BANK IS SUCCESSFUL 3.6667 .77387 60

DOING BUSINESS 3.4833 .81286 60

BUSINESS WITH THIS 3.4667 .72408 60

THE EMPLOYEES 3.7667 .81025 60

EMPLOYEES IN BANKS 3.8667 .76947 60

YOU ARE SATISFIED 4.0833 .78744 60

EMPLOYEES OF BANK 3.5500 .83209 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.866 .864 12

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

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BRAND LOYALTY:

Item Statistics

Mean Std. Deviation N

YOU WILL PREFER 3.7667 .90884 60


IF YOU SWITCHED 3.1500 .79883 60
THE BANK EMPLOYEES 3.6000 .82749 60
YOU WOULD LOSE 3.6167 1.09066 60
YOU BELIEVE 3.6167 .71525 60
THE BANK 3.8500 .63313 60
COMMUNICATED
THE BANK TAILORED 3.6000 .74105 60
I HAVE A CLEAR 3.9167 .82937 60
SYMBOL OF THE BRAND 3.9000 .81719 60
THIS BANK COMES 3.8667 .94719 60
I LIKE THIS BANK 3.8833 .73857 60
I AM SATISFIED 3.9000 .77460 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.813 .818 12

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

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SELF BRAND CONNECTION:

Item Statistics

Mean Std. Deviation N

RECOGNIZE THIS BANK 3.8667 .81233 60


THE BRAND IMAGE 3.7333 .84104 60
THE VALUES 3.7833 .78312 60
PRODUCT ATTRIBUTES 3.2667 .97192 60
THIS IS A LEADING 3.4500 .83209 60
I WILL BE 2.7167 1.43906 60
I WILL INSIST 3.9167 .82937 60
I AM PLEASE 3.9833 .62414 60
THIS BANKS PORTFOLIO 3.6167 .84556 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.816 .831 9

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

BRAND ADVOCACY:

Item Statistics

Mean Std. Deviation N

THEIR SERVICE 3.8500 .89868 60


THEIR BRANCHES 3.5500 .92837 60
OFFERS 3.6000 .78546 60
SUCCESSFUL 3.8500 .73242 60
CANDID 4.5667 5.12014 60
COMMUNICATION
CUSTOMERS NEED 3.7667 .72174 60

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Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.141 .675 6

According to Cronbachs Alpha chart, internal consistency of this reliability is UNACCEPTABLE.

PERCECIVED QUALITY:

Item Statistics

Mean Std. Deviation N

HIGH QUALITY 3.5833 .74314 60


SERVICE FAILURES 3.7667 .87074 60
CUSTOMERS INTERESTS 3.6333 .71228 60
PASSIONATE 4.0167 .70089 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.477 .503 4

According to Cronbachs Alpha chart, internal consistency of this reliability is UNACCEPTABLE.

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EMOTIONAL ATTACHMENT:

Item Statistics

Mean Std. Deviation N

HIGHLY PRACTICAL 3.7500 .81563 60


SERVICE EXCELLENCE 3.7000 .76579 60
BANKING 3.6333 .66298 60
CORPORATION

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.765 .437 3

According to Cronbachs Alpha chart, internal consistency of this reliability is ACCEPTABLE.

CORPORATE ASSOCIATION:

Item Statistics

Mean Std. Deviation N

ECONOMICALLY 3.4500 .83209 60


SIGNIFICANT
RAPID TECHNOLOGICAL 3.4833 1.01667 60
FIRM NEEDS TO 3.6167 1.04300 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.766 .481 3

According to Cronbachs Alpha chart, internal consistency of this reliability is ACCEPTABLE.

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CORPORATE ACTIVITY:

Item Statistics

Mean Std. Deviation N

LUXURY BRANDS 3.5500 .87188 60


EMOTIONAL 3.3000 1.09390 60
ATTACHMENT
CUSTOMER EMOTIONAL 3.3000 1.15421 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.663 .653 3

According to Cronbachs Alpha chart, internal consistency of this reliability is QUESTIONABLE.

CORPORATE PERSONALITY:

Item Statistics

Mean Std. Deviation N

BRAND OFFER 3.3833 .92226 60


SUSTAINABLE 3.6167 .82527 60
COMPETITIVE

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.262 .264 2

According to Cronbachs Alpha chart, internal consistency of this reliability is UNACCEPTABLE.

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CORPORATE VALUE:

Item Statistics

Mean Std. Deviation N

CORPORATE MISSION 3.7333 .77824 60


ANY AGREEMENT 3.8167 .96536 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.655 .665 2

According to Cronbachs Alpha chart, internal consistency of this reliability is QUESTIONABLE.

SYMBOLIC BENEFITS:

Item Statistics

Mean Std. Deviation N

BRAND STRATEGY 3.6167 1.04300 60

INTANGIBLE BENEFITS 3.3667 .90135 60

Reliability Statistics

Cronbach's Alpha
Based on
Cronbach's Alpha Standardized Items N of Items

.795 .499 2

According to Cronbachs Alpha chart, internal consistency of this reliability is ACCEPTABLE.

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FUNCTIONAL BENEFITS:

Item Statistics

Mean Std. Deviation N

POINT OF SALES 3.8000 .85964 60


MARKET GROWS 3.5167 .96536 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.561 .563 2

According to Cronbachs Alpha chart, internal consistency of this reliability is POOR.

ATTITUDE TOWARDS BRAND:

Item Statistics

Mean Std. Deviation N

PRESTIGEBRAND IMAGE 3.1333 1.04908 60


VARIETY OF OBJECTIVE 3.4667 .98233 60
PRIMARY DIMENSION 3.7000 .72017 60
HIGHER LEVEL 3.4667 .99943 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.637 .637 4

According to Cronbachs Alpha chart, internal consistency of this reliability is QUESTIONABLE.

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BRAND UNIQUENESS:

Item Statistics

Mean Std. Deviation N

PERCIVED THE HIGH 3.6000 .84773 60


QUALITY
DURABLE PRODUCT 3.6500 .89868 60
LUXURY GOODS 3.5333 1.09648 60
MARKET
IMPLEMENTATION 3.6333 .95610 60

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.632 .645 4

According to Cronbachs Alpha chart, internal consistency of this reliability is GOOD.

HYPOTHESIS:
Correlations

BRAND SELF BRAND


UNIQUENESS CONNECTION

Spearman's rho BRAND UNIQUENESS Correlation Coefficient 1.000 .470**

Sig. (2-tailed) . .000

N 60 60

SELF BRAND Correlation Coefficient .470** 1.000


CONNECTION Sig. (2-tailed) .000 .

N 60 60

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Correlations

BRAND SELF BRAND


UNIQUENESS CONNECTION

Spearman's rho BRAND UNIQUENESS Correlation Coefficient 1.000 .470**

Correlations

BRAND SELF BRAND


UNIQUENESS CONNECTION

BRAND UNIQUENESS Pearson Correlation 1 .484**

Sig. (2-tailed) .000

N 60 60

SELF BRAND Pearson Correlation .484** 1


CONNECTION Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Spearman's rho BRAND UNIQUENESS Sig. (2-tailed) . .000

N 60 60

SELF BRAND Correlation Coefficient .470** 1.000


CONNECTION
Sig. (2-tailed) .000 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

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Correlations

SELF BRAND BRAND


CONNECTION ADVOCACY

SELF BRAND Pearson Correlation 1 .403**


CONNECTION
Sig. (2-tailed) .001

N 60 60

BRAND ADVOCACY Pearson Correlation .403** 1

Sig. (2-tailed) .001

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations

SELF BRAND BRAND


CONNECTION ADVOCACY

Spearman's rho SELF BRAND Correlation Coefficient 1.000 .691**


CONNECTION
Sig. (2-tailed) . .000

N 60 60

BRAND ADVOCACY Correlation Coefficient .691** 1.000

Sig. (2-tailed) .000 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

ATTITUDE
TOWARDS SELF BRAND
BRANDS CONNECTION

Spearman's rho ATTITUDE TOWARDS Correlation Coefficient 1.000 .617**


BRANDS Sig. (2-tailed) . .000

N 60 60

SELF BRAND Correlation Coefficient .617** 1.000


CONNECTION Sig. (2-tailed) .000 .

N 60 60

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Correlations

ATTITUDE
TOWARDS SELF BRAND
BRANDS CONNECTION

ATTITUDE TOWARDS Pearson Correlation 1 .692**


BRANDS
Sig. (2-tailed) .000

N 60 60

SELF BRAND Pearson Correlation .692** 1


CONNECTION Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations

ATTITUDE
TOWARDS SELF BRAND
BRANDS CONNECTION

Spearman's rho ATTITUDE TOWARDS Correlation Coefficient 1.000 .617**


BRANDS Sig. (2-tailed) . .000

N 60 60

SELF BRAND Correlation Coefficient .617** 1.000


CONNECTION Sig. (2-tailed) .000 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

SELF BRAND BRAND


CONNECTION ADVOCACY

Spearman's rho SELF BRAND Correlation Coefficient 1.000 .691**


CONNECTION
Sig. (2-tailed) . .000

N 60 60

BRAND ADVOCACY Correlation Coefficient .691** 1.000

Sig. (2-tailed) .000 .

N 60 60

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Correlations

SELF BRAND BRAND


CONNECTION ADVOCACY

SELF BRAND Pearson Correlation 1 .403**


CONNECTION
Sig. (2-tailed) .001

N 60 60

BRAND ADVOCACY Pearson Correlation .403** 1


Sig. (2-tailed) .001

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations

SELF BRAND BRAND


CONNECTION ADVOCACY

Spearman's rho SELF BRAND Correlation Coefficient 1.000 .691**


CONNECTION
Sig. (2-tailed) . .000

N 60 60

BRAND ADVOCACY Correlation Coefficient .691** 1.000

Sig. (2-tailed) .000 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

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Correlations

SELF BRAND PERCEIVED


CONNECTION QUALITY

SELF BRAND Pearson Correlation 1 .680**


CONNECTION Sig. (2-tailed) .000

N 60 60

PERCEIVED QUALITY Pearson Correlation .680** 1

Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

SELF BRAND PERCEIVED


CONNECTION QUALITY

Spearman's rho SELF BRAND CONNECTION Correlation Coefficient 1.000 .702**

Sig. (2-tailed) . .000

N 60 60

PERCEIVED QUALITY Correlation Coefficient .702** 1.000

Sig. (2-tailed) .000 .

N 60 60

**. Correlation is significant at the 0.01 level (2-tailed).

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Correlations

PERCEIVED
QUALITY BRAND IMAGE

Spearman's rho PERCEIVED QUALITY Correlation Coefficient 1.000 .473**

Sig. (2-tailed) . .000

N 60 60

BRAND IMAGE Correlation Coefficient .473** 1.000

Sig. (2-tailed) .000 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

PERCEIVED
QUALITY BRAND IMAGE

PERCEIVED QUALITY Pearson Correlation 1 .562**

Sig. (2-tailed) .000

N 60 60
BRAND IMAGE Pearson Correlation .562** 1

Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

PERCEIVED BRAND
QUALITY LOYALTY

Spearman's rho PERCEIVED QUALITY Correlation Coefficient 1.000 .557**

Sig. (2-tailed) . .000

N 60 60

BRAND LOYALTY Correlation Coefficient .557** 1.000

Sig. (2-tailed) .000 .

N 60 60

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Correlations

PERCEIVED BRAND
QUALITY LOYALTY

Spearman's rho PERCEIVED QUALITY Correlation Coefficient 1.000 .557**

Sig. (2-tailed) . .000

N 60 60

BRAND LOYALTY Correlation Coefficient .557** 1.000

Sig. (2-tailed) .000 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

PERCEIVED BRAND
QUALITY LOYALTY

PERCEIVED QUALITY Pearson Correlation 1 .590**

Sig. (2-tailed) .000

N 60 60
BRAND LOYALTY Pearson Correlation .590** 1

Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

CORPORATE EMOTIONAL
ASSOCIATION ATTACHMENT

Spearman's rho CORPORATE Correlation Coefficient 1.000 .307*


ASSOCIATION
Sig. (2-tailed) . .017

N 60 60

EMOTIONAL Correlation Coefficient .307* 1.000


ATTACHMENT
Sig. (2-tailed) .017 .

N 60 60

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Correlations

CORPORATE EMOTIONAL
ASSOCIATION ATTACHMENT

Spearman's rho CORPORATE Correlation Coefficient 1.000 .307*


ASSOCIATION
Sig. (2-tailed) . .017

N 60 60

EMOTIONAL Correlation Coefficient .307* 1.000


ATTACHMENT
Sig. (2-tailed) .017 .

N 60 60
*. Correlation is significant at the 0.05 level (2-tailed).

Correlations

CORPORATE EMOTIONAL
ASSOCIATION ATTACHMENT

CORPORATE Pearson Correlation 1 .382**


ASSOCIATION Sig. (2-tailed) .003

N 60 60

EMOTIONAL Pearson Correlation .382** 1


ATTACHMENT Sig. (2-tailed) .003

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL CORPORATE
ATTACHMENT ACTIVITY

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .400**


ATTACHMENT
Sig. (2-tailed) . .002

N 60 60

CORPORATE ACTIVITY Correlation Coefficient .400** 1.000

Sig. (2-tailed) .002 .

N 60 60

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Correlations

EMOTIONAL CORPORATE
ATTACHMENT ACTIVITY

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .400**


ATTACHMENT
Sig. (2-tailed) . .002

N 60 60

CORPORATE ACTIVITY Correlation Coefficient .400** 1.000

Sig. (2-tailed) .002 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL CORPORATE
ATTACHMENT ACTIVITY

EMOTIONAL Pearson Correlation 1 .487**


ATTACHMENT Sig. (2-tailed) .000

N 60 60

CORPORATE ACTIVITY Pearson Correlation .487** 1

Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL CORPORATE
ATTACHMENT PERSONALITY

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .372**


ATTACHMENT
Sig. (2-tailed) . .003

N 60 60

CORPORATE Correlation Coefficient .372** 1.000


PERSONALITY
Sig. (2-tailed) .003 .

N 60 60

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Correlations

EMOTIONAL CORPORATE
ATTACHMENT PERSONALITY

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .372**


ATTACHMENT
Sig. (2-tailed) . .003

N 60 60

CORPORATE Correlation Coefficient .372** 1.000


PERSONALITY
Sig. (2-tailed) .003 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL CORPORATE
ATTACHMENT PERSONALITY

EMOTIONAL Pearson Correlation 1 .375**


ATTACHMENT Sig. (2-tailed) .003

N 60 60

CORPORATE Pearson Correlation .375** 1


PERSONALITY Sig. (2-tailed) .003

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL CORPORATE
ATTACHMENT VALUE

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .395**


ATTACHMENT
Sig. (2-tailed) . .002

N 60 60

CORPORATE VALUE Correlation Coefficient .395** 1.000

Sig. (2-tailed) .002 .

N 60 60

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Correlations

EMOTIONAL CORPORATE
ATTACHMENT VALUE

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .395**


ATTACHMENT
Sig. (2-tailed) . .002

N 60 60

CORPORATE VALUE Correlation Coefficient .395** 1.000

Sig. (2-tailed) .002 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL CORPORATE
ATTACHMENT VALUE

EMOTIONAL Pearson Correlation 1 .496**


ATTACHMENT Sig. (2-tailed) .000

N 60 60

CORPORATE VALUE Pearson Correlation .496** 1

Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL SYMBOLIC
ATTACHMENT BENEFITS

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .351**


ATTACHMENT
Sig. (2-tailed) . .006

N 60 60

SYMBOLIC BENEFITS Correlation Coefficient .351** 1.000

Sig. (2-tailed) .006 .

N 60 60

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Correlations

EMOTIONAL SYMBOLIC
ATTACHMENT BENEFITS

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .351**


ATTACHMENT
Sig. (2-tailed) . .006

N 60 60

SYMBOLIC BENEFITS Correlation Coefficient .351** 1.000

Sig. (2-tailed) .006 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL SYMBOLIC
ATTACHMENT BENEFITS

EMOTIONAL Pearson Correlation 1 .423**


ATTACHMENT Sig. (2-tailed) .001

N 60 60

SYMBOLIC BENEFITS Pearson Correlation .423** 1

Sig. (2-tailed) .001

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL FUNCTIONAL
ATTACHMENT BENEFITS

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .


ATTACHMENT
Sig. (2-tailed) . .

N 60 0

FUNCTIONAL BENEFITS Correlation Coefficient . .

Sig. (2-tailed) . .

N 0 0

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Correlations

EMOTIONAL FUNCTIONAL
ATTACHMENT BENEFITS

EMOTIONAL Pearson Correlation 1 .a


ATTACHMENT Sig. (2-tailed) .

N 60 0

FUNCTIONAL BENEFITS Pearson Correlation .a .a

Sig. (2-tailed) .
N 0 0
a. Cannot be computed because at least one of the variables is constant.

Correlations

EMOTIONAL
ATTACHMENT BRAND IMAGE

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .350**


ATTACHMENT
Sig. (2-tailed) . .006

N 60 60

BRAND IMAGE Correlation Coefficient .350** 1.000

Sig. (2-tailed) .006 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations

EMOTIONAL
ATTACHMENT BRAND IMAGE

EMOTIONAL Pearson Correlation 1 .470**


ATTACHMENT
Sig. (2-tailed) .000

N 60 60

BRAND IMAGE Pearson Correlation .470** 1


Sig. (2-tailed) .000

N 60 60

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Correlations

EMOTIONAL
ATTACHMENT BRAND IMAGE

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .350**


ATTACHMENT
Sig. (2-tailed) . .006

N 60 60

BRAND IMAGE Correlation Coefficient .350** 1.000

Sig. (2-tailed) .006 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL BRAND
ATTACHMENT LOYALTY

Spearman's rho EMOTIONAL Correlation Coefficient 1.000 .428**


ATTACHMENT Sig. (2-tailed) . .001

N 60 60

BRAND LOYALTY Correlation Coefficient .428** 1.000

Sig. (2-tailed) .001 .

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

EMOTIONAL BRAND
ATTACHMENT LOYALTY

EMOTIONAL Pearson Correlation 1 .567**


ATTACHMENT
Sig. (2-tailed) .000

N 60 60

BRAND LOYALTY Pearson Correlation .567** 1


Sig. (2-tailed) .000

N 60 60

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Correlations

EMOTIONAL BRAND
ATTACHMENT LOYALTY

EMOTIONAL Pearson Correlation 1 .567**


ATTACHMENT
Sig. (2-tailed) .000

N 60 60

BRAND LOYALTY Pearson Correlation .567** 1


Sig. (2-tailed) .000

N 60 60
**. Correlation is significant at the 0.01 level (2-tailed).

Regression
Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 BRAND . Enter
a
UNIQUENESS
a. All requested variables entered.
b. Dependent Variable: SELF BRAND CONNECTION

Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .484a .234 .221 .51209


a. Predictors: (Constant), BRAND UNIQUENESS

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 4.659 1 4.659 17.766 .000a

Residual 15.209 58 .262

Total 19.868 59
a. Predictors: (Constant), BRAND UNIQUENESS

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ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 4.659 1 4.659 17.766 .000a

Residual 15.209 58 .262

Total 19.868 59
a. Predictors: (Constant), BRAND UNIQUENESS
b. Dependent Variable: SELF BRAND CONNECTION

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 2.053 .371 5.532 .000

BRAND UNIQUENESS .427 .101 .484 4.215 .000


a. Dependent Variable: SELF BRAND CONNECTION

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 ATTITUDE . Enter
TOWARDS
BRANDSa
a. All requested variables entered.
b. Dependent Variable: SELF BRAND CONNECTION

Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .692a .479 .470 .42239


a. Predictors: (Constant), ATTITUDE TOWARDS BRANDS

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ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 9.520 1 9.520 53.361 .000a

Residual 10.348 58 .178

Total 19.868 59
a. Predictors: (Constant), ATTITUDE TOWARDS BRANDS
b. Dependent Variable: SELF BRAND CONNECTION

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.481 .294 5.036 .000

ATTITUDE TOWARDS .613 .084 .692 7.305 .000


BRANDS
a. Dependent Variable: SELF BRAND CONNECTION

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 SELF BRAND . Enter


CONNECTIONa
a. All requested variables entered.
b. Dependent Variable: BRAND ADVOCACY

Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .403a .163 .148 .89042


a. Predictors: (Constant), SELF BRAND CONNECTION

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ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 8.931 1 8.931 11.265 .001a

Residual 45.985 58 .793

Total 54.916 59
a. Predictors: (Constant), SELF BRAND CONNECTION
b. Dependent Variable: BRAND ADVOCACY

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.455 .727 2.002 .050

SELF BRAND .670 .200 .403 3.356 .001


CONNECTION
a. Dependent Variable: BRAND ADVOCACY

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 PERCEIVED . Enter
QUALITYa
a. All requested variables entered.
b. Dependent Variable: SELF BRAND CONNECTION

Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .680a .462 .453 .42931

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Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .680a .462 .453 .42931


a. Predictors: (Constant), PERCEIVED QUALITY

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 9.178 1 9.178 49.798 .000a

Residual 10.690 58 .184

Total 19.868 59
a. Predictors: (Constant), PERCEIVED QUALITY
b. Dependent Variable: SELF BRAND CONNECTION

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) .472 .446 1.058 .295

PERCEIVED QUALITY .832 .118 .680 7.057 .000


a. Dependent Variable: SELF BRAND CONNECTION

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 PERCEIVED . Enter
a
QUALITY
a. All requested variables entered.
b. Dependent Variable: BRAND IMAGE

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Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .562a .316 .304 .44230


a. Predictors: (Constant), PERCEIVED QUALITY

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 5.241 1 5.241 26.791 .000a

Residual 11.346 58 .196

Total 16.587 59
a. Predictors: (Constant), PERCEIVED QUALITY
b. Dependent Variable: BRAND IMAGE

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.385 .459 3.015 .004

PERCEIVED QUALITY .629 .122 .562 5.176 .000


a. Dependent Variable: BRAND IMAGE

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 PERCEIVED . Enter
a
QUALITY
a. All requested variables entered.
b. Dependent Variable: BRAND LOYALTY

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Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .590a .348 .337 .38462


a. Predictors: (Constant), PERCEIVED QUALITY

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 4.582 1 4.582 30.973 .000a

Residual 8.580 58 .148

Total 13.162 59
a. Predictors: (Constant), PERCEIVED QUALITY
b. Dependent Variable: BRAND LOYALTY

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.517 .399 3.799 .000

PERCEIVED QUALITY .588 .106 .590 5.565 .000


a. Dependent Variable: BRAND LOYALTY

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 EMOTIONAL . Enter
ATTACHMENT
a

a. All requested variables entered.


b. Dependent Variable: BRAND LOYALTY

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Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .567a .321 .309 .39249


a. Predictors: (Constant), EMOTIONAL ATTACHMENT

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 4.227 1 4.227 27.441 .000a

Residual 8.935 58 .154

Total 13.162 59
a. Predictors: (Constant), EMOTIONAL ATTACHMENT
b. Dependent Variable: BRAND LOYALTY

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.827 .365 5.002 .000

EMOTIONAL .513 .098 .567 5.238 .000


ATTACHMENT
a. Dependent Variable: BRAND LOYALTY

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 EMOTIONAL . Enter
ATTACHMENT
a

a. All requested variables entered.


b. Dependent Variable: BRAND IMAGE

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Model Summary

Adjusted R Std. Error of the


Model R R Square Square Estimate

1 .470a .221 .208 .47193


a. Predictors: (Constant), EMOTIONAL ATTACHMENT

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 3.670 1 3.670 16.478 .000a

Residual 12.918 58 .223

Total 16.587 59
a. Predictors: (Constant), EMOTIONAL ATTACHMENT
b. Dependent Variable: BRAND IMAGE

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.977 .439 4.502 .000

EMOTIONAL .478 .118 .470 4.059 .000


ATTACHMENT
a. Dependent Variable: BRAND IMAGE

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APPENDIX: B

Research Questionnaires:
This research is conducted for academic purposes only. So please dont hesitate to answer. Your
information will be kept confidential.

1. Male Female
2. Age 3. Income
i) 15-20 i) 5000-10000
ii) 21-25 ii) 10001-20000
iii) 26-30 iii) 20001-35000
iv) 31-above iv) 35001-above

4. Occupation

BRAND IMAGE Scale

1. This bank is trust worthy to you 1 2 3 4 5

2. This bank commits your need 1 2 3 4 5

3. The bank provides service at the time it Promises to do so. 1 2 3 4 5

4. Good customer service affects your brand image 1 2 3 4 5

5. This bank would be your first choice 1 2 3 4 5

6. This bank is successful . 1 2 3 4 5

7. Doing business with this bank is very important to you 1 2 3 4 5

8. Business with this bank would not become a mistake for you. 1 2 3 4 5

9. The Employees of your bank are consistently courteous with you. 1 2 3 4 5

10. Employees in banks have the knowledge to answer your question 1 2 3 4 5

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11. You are satisfied with the banks response to your complaint. 1 2 3 4 5

12. Employees of bank clearly understand the needs of customers. 1 2 3 4 5

BRAND LOYALTY

13. You will prefer this bank again. . 1 2 3 4 5

14. If you switched to a new bank, the service offered by the new bank 1 2 3 4 5

might not work as well as expected.

15. The Bank employees did all they could 1 2 3 4 5

to solve my problem.

16. You would lose a lot of information about my transaction history if` 1 2 3 4 5

you change.

17. You believe the Banks explanations regarding 1 2 3 4 5

the causes behind the problem were reasonable.

18. The Bank communicated the details of the 1 2 3 4 5

service recovery thoroughly and in a timely manner.

19. The Bank tailored to my specific needs its 1 2 3 4 5

communication regarding the service recovery.

20. I have a clear understanding on this bank 1 2 3 4 5

21. Symbol of the brand can build recognition to me. 1 2 3 4 5

22. This bank comes to my mind at first when mentions transaction 1 2 3 4 5

23. I like this bank very much. 1 2 3 4 5

24. I am satisfied with this bank 1 2 3 4 5

SELF BRAND CONNECTION Scale

25. Recognize this bank when I have a need of transaction. 1 2 3 4 5

26. The brand image is outstanding and gives me a good impression. 1 2 3 4 5

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27. The values of this brand give me confidence to its products. 1 2 3 4 5

28. Product attributes can fulfill my functional and emotional needs. 1 2 3 4 5

29. This is a leading bank in market 1 2 3 4 5

30. I will be with this bank without any reason 1 2 3 4 5

31. I will insist to use this bank then others 1 2 3 4 5

32. I am pleased to do business with this bank 1 2 3 4 5

33. This banks portfolio is helpful for business 1 2 3 4 5

BRAND ADVOCACY

34. Their service is highly practical 1 2 3 4 5

35. Their branches are highly experienced 1 2 3 4 5

36. This bank offers are exciting 1 2 3 4 5

37. This bank is successful 1 2 3 4 5

38. The Bank was candid in its communication 1 2 3 4 5

39. You believe that the bank is able to provide service 1 2 3 4 5

recovery that customers need.

PERCEICED QUALITY Scale

40. You believe that the bank can provide service recovery 1 2 3 4 5

of high quality for customers.

41. You believe that the bank can effectively solve problems 1 2 3 4 5

caused by service failures.

42. You believe that the telecom is very concerned with customers 1 2 3 4 5

interests.

43. You love/affectionate/passionate/delighted/connected 1 2 3 4 5

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to this bank.

EMOTIONAL ATTACHMENT Scale

44. This bank provides highly practical service 1 2 3 4 5

45. This bank aims for service excellence to be the best 1 2 3 4 5

46. This is a outstanding banking corporation 1 2 3 4 5

47. The compensation of luxury fashion brands is economically 1 2 3 4 5

significant
48. Is rapid technological advancement provide many brand choice 1 2 3 4 5
49. Dose firm need to establish and maintain a strong brand 1 2 3 4 5
50. Do you think that luxury brands deliver multi-faceted benefits 1 2 3 4 5

51. Is Emotional attachment provides sustainable level of loyalty 1 2 3 4 5

52. Do you think customer emotional attachment for brand should test 1 2 3 4 5

53. Does strong brand offer intangible value 1 2 3 4 5

54. Does sustainable competitive advantage that drives loyalty 1 2 3 4 5

55. Do you think corporate mission, values define by senior 1 2 3 4 5

management

56. Is there any agreement need when brand dimensions occur 1 2 3 4 5

57. Do you think corporate brand strategy has long-standing business 1 2 3 4 5

practice

58. Do you think luxury brands typically deliver intangible benefits 1 2 3 4 5

59. Do you think point of sales can enrich the shopping experience of 1 2 3 4 5

customer

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60. Does luxury market grows more competitively 1 2 3 4 5

ATTITUDE TOWARD BRANDS Scale

61. Can prestige brand image alone in retaining their customer 1 2 3 4 5

62. Do you think emotional attachment to a variety of objective 1 2 3 4 5

63. Does 5 primary dimension has any effort in corporate branding 1 2 3 4 5

64. A higher level of emotional attachment is likely increase a 1 2 3 4 5

Customer

BRAND UNIQUENESS

65. Do you think corporate values likely to be perceived the high 1 2 3 4 5

Quality

66. Do you think durable products are highly practical product 1 2 3 4 5

67. Do you think luxury goods market is fast growing 1 2 3 4 5

68. Do you think the implementation of corporate branding has a 1 2 3 4 5

norm

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