The Effect of Customer-Based Brand Equity on Brand Attitude-A Case Study of Mellat Bank of Iran

Brand equity is a key indicator of brand success and it is viewed from different perspectives. From a marketing perspective, brand equity is referred to as customer-based brand equity. The customer-based perspective is based on the evaluation of consumer response to a brand name and that is consists of four dimensions: brand awareness, perceived quality, brand associations, and brand loyalty. The main purpose of this study was to explore the effect of customer-based brand equity on brand attitude among customers of Mellat bank of Iran. Statistical sample of this study included 384 customers, which were selected by applying random sampling method. Questionnaire was distributed to 384 customers from ten zones in Tehran. The results indicate that between customer-based brand equity and its dimensions were positively related to brand attitude in Mellat bank of Iran.