International Conference on Management

(
)

2
4
-4
zkiyanmehr@chmial.com
-2
abbasi.js88@gmail.com

( ) .

( ) .

(
) . 4 (
.

.

: . .

461


International Conference on Management

The Survey of Advertising Impact on Bank Special Brand
Value (a case study: Agricultural Bank)

Zohre kiyan mehr & javad abbasi

Student Master of Business Administration, Branch, Islamic Azad University, nashbur.
Iran.
Student Master of Business Administration, Branch, Islamic Azad University, nashbur
Iran.

Abstract

One of the most important service industries is the banking industry that has a
special place in the economy and the service sector. In this industry strong brand
value allows banks to protect consumers better and to address their needs more
efficiently and increase profits. Brand special value can be implemented with
successful marketing and management efforts to establish an ongoing relationship
between banks and customers by providing value to the customer and listening to
their needs.
This study is intended to survey the effect of advertising and perceived quality of
awareness services from brand and brand image on the brand equity of the
banking industry (Agricultural Bank as a study sample)
In this study with regard to the Acre, which is the most accepted model in brand
special value of customer-based, the effect of advertising on brand equity will be
examined and since the effective advertising can be influenced by the other four
dimensions such as brand loyalty, perceived quality of brand, brand awareness
and brand associations, in the next step 4 aforementioned factors as influencing
factors are analyzed and their influence on brand special value will be examined.
In summary it can be stated that the main problem of the research is whether the
bank advertising will lead to the creation of brand equity for bank, and what
factors will be effective in making the campaign.

Keywords: Brand special value, Advertising, Agricultural bank

461


International Conference on Management

-4

.
( )90021
1221

.
( .)90029

( )90023
(.)90024
( ) 1222
( .)90135

(.)90056


...(.)90057
( )1223 .
( )1221



( ) 9000 : :

.

1
- lee & Back
2
- Buil et af
3
- Olson
4
- Roulac
5
- server and ling
6
- kapferer
7
- Altigan and et al

466


International Conference on Management

( ) 9000

( )9000
( )9001
( .)90051

-2



. .
.
.
. .

(.)1329

1
- Zboja and voorhees

461


International Conference on Management

.
.
.
.
.
.
.
.

.

.
.



( .)1329

-2
.






.


.

461


International Conference on Management

.
.

.

.

.

: .

.


.

461


International Conference on Management

( )9013 ( ) 1221



( )12221 ( 1223 ) 1222
( )9002

.



(.)9002

1
- Keller

411


International Conference on Management

.


(.)1222

(.)1224
( ) 1224
( )1224


( )1222

( .)90031

( )12219

(.)90023


( )90104
(5
.90056 .)90107

1
- Wong and Sohla
2
- Aaker
3
- Lanza
4
- Erenkol and Duygun
-5 Pappu
6
- Quester and Cooksey
7
- Erenkol and Duygun

414


International Conference on Management

( 12261 .)12239
( )1222
.

.


( 90063 .)9002
( ) 1221
. ( )1223 ( )1224
.
.
(
.)9013

.
.
.
.
.
. ( )

1
- Aaker
2
- Keller
3
- Langer , Schmitt and Geus

412


International Conference on Management

.
.

.





.



.

411


International Conference on Management

.

.

1

.

.



.

.


.

.
.
.

()

.

-1

411


International Conference on Management

-1 .
-9 .
-3 .
-4 .
-5 .

-1

: . . . . .
:

-1 :

H2

H3

H1

H4

H5

411


International Conference on Management

-6
-1
-9
-3
-4
-5

-1
: -
.
:
: 1323
: 1323
950.
120 .

-1

3
. .

-1

. .

.
.

416


International Conference on Management

-44

.
.

-42


.


.
(
) .

.

-41



.

.



.

411


International Conference on Management

( )
.
.

:
" " -
(" )1372 " -
.()1329-1321 94 -
. ( )29 96 -
. . " " -
. . " "( ) -
. . " " -
. . " -

. . " "( ) -
. . " " -

-aker.d.a.1991,managingbandeqvity. capitalizing on the valve of brand name , the free press .

new york . ny
-anand , p, holbrook , m, b and stephens , d , 1998 , the formation of affective jvdgment:the
cognitive affective model versun the independence hypothesis. j ornal of consumer research
,vol 15 ,pp386-391
-keler,k-l.1993.conceptualizing,measurhng,and anaging customer .based brand equity.jornal of
marketing ,vol 57pp 1-22
-

411