Examining the relationship between branding and customers’ attitudes toward banking services: Empirical evidence from Iran

Abstract

Purpose

This study aims to integrate consumer-based brand equity for a tourism destination (CBBETD) and the theory of planned behavior (TPB) to examine the relationship between branding and customers’ attitudes toward banking services.

Design/methodology/approach

A ten-minute pen and paper questionnaire was distributed to customers of Iran’s Melli Bank in Isfahan as the biggest national bank in Iran through a multistage cluster-sampling approach. Data were collected from 364 customers and analyzed by hierarchical regression approach.

Findings

Branding constructs including brand image, brand awareness, perceived quality and brand loyalty have a significant relationship with attitude constructs including affective attitude, subjective norm, perceived behavioral control and behavioral intention.

Originality/value

This paper provides a practical framework derived from the CBBETD model and applies it in the context of banking services. The role and impact of its dimensions on customers’ attitudes has been demonstrated.

Citation

Reza Jalilvand, M., Shahin, A. and Nasrolahi Vosta, L. (2014), "Examining the relationship between branding and customers’ attitudes toward banking services: Empirical evidence from Iran", International Journal of Islamic and Middle Eastern Finance and Management, Vol. 7 No. 2, pp. 214-227. https://doi.org/10.1108/IMEFM-05-2011-0018