Effective Factors of Recovery the Brand Image (Case Study: Sina Bank)

Amirhosein Aryanpour¹ Asghar Moshabaki Esfahani² Asadollah Kordnaeij³

1) Tarbiat Modares University
2) Tarbiat Modares University
3) Tarbiat Modares University

IOI Code : XYCH-AECFB
Publication : 3rd International conference on Management , Economics and Humanities(icmeh.org)
Abstract :
    This study was designed to investigate the factors affecting brand image. Methods of data collection practices and the purpose was descriptive and correlational. The study population consisted of all referred clients to outstanding Sina bank branches was in Tehran in 1394. The sample size is based on the formula Cochrane in the form of unlimited population of 384 was calculated for a sample of simple random sampling method is used. Data collected by standard questionnaires brand trust Balstr (2004), customer relationship and the current (2007), service quality Parasaramvn (1985), brand image Vahyh and Paso (2006) five-point Likert scale was. To analyze the data from tests K-S, Pearson correlation, multiple regression, t-test and ANOVA were used. The results indicate that brand trust, the relationship with the customer and the quality of services have a positive impact on improving the brand image and brand image enhancement account for 56 percent of the changes. Forecasters predict component of improving the brand image by quality of service (0/440) unit, brand trust (0/282) unit and relationship with the customer (0/226) units. It also identified the factors affecting brand image based on gender customers are different and this difference in women than men. But in groups according to age, occupation and education level differences between groups were observed.

Keywords : marketing branding brand image effective factors