Comparing brand equity dimensions of Mellat Mobile Bank in two different cities

Atousa Jamshidifard¹ Mahmoud Samiei Nasr²

1) School of management and accounting, South Tehran branch, Azad university
2) Faculty member of Azad University

IOI Code : XYCG-AEBAG
Publication : international conference of Management Elites(icme.ir)
Abstract :
    Mobile has changed the banking industry and brand image. brand equity is playing crucial role in marketing management. This paper study the brand equity for one brand in two different cities. The paper has proposed the conceptual model and developed hypothesis for problem then the study on mobile banking has occurred. the results show that geographical factors can impact on brand image.

Keywords : brand management brand equity perceived quality electronic banking