Determinants of Customer-Based Brand Equity in Banking Sector

Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long-run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer expectations of banking services, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 140 respondents was taken from the customers of select banks from Hyderabad city. For analyzing the data, statistical tools like, correlation analysis and multiple regressions by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and determinants of CBBE, and the multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers.