The Effect of Brand Mental Association on Brand Equity with the Mediating Role of Green Trust and Green Satisfaction )Case study: The Customers of Keshavarzi Bank at Qazvin Province(
Subject Areas : Sustainable Development
Niloofar Amousa
1
(M.A,, Department of Business Management, Qazvin Branch, Islamic Azad University, Iran)
Mehdi Zakipour
2
(Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran (Correspondence Officer))
Keywords: brand equity, Keywords: Brand associations, Green Trust, Green Satisfaction,
Abstract :
AbstractBrand associations has a significant effect on brand equity with the mediating role of trust and green satisfaction and today has been considered by many organizations around the world. Numerous researches in the field of measuring and classifying the dimensions of brand mental association have been done by different researchers, but there is no single opinion about it. The purpose of this study is to investigate the effect of brand mental association on brand equity with the mediating role of trust and green satisfaction of Qazvin Agricultural Bank. In this research, cluster-random sampling method is used to perform a sample of 200 subjects. Cronbach's alpha test was used to confirm the reliability of the assessment tool and also the validity of the questionnaire was confirmed by a number of marketing experts and professors. PLS and SPSS software were used for data processing. Findings indicate a positive effect of brand mental association on brand equity. The results of this study allow bank managers to compare their brand with other banks in order to formulate their marketing strategies, identify their strengths and weaknesses, and finally be able to create a brand of special value. Have a higher competitive market.
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