Amir Hooshang  Nazarpoori, Seyed Najmeddin  Mousavi, Bahar  Mohammadian, 
    The Role of Brand Equity on the Antecedents of Brand Equity through Brand Preferences (The Case of National Bank Branches in the City of Khorram Abad),
    International Business Management,
    Volume 10,Issue 7,
    2016,
    Pages 1312-1315,
    ISSN 1993-5250,
    ibm.2016.1312.1315,
    (https://makhillpublications.co/view-article.php?doi=ibm.2016.1312.1315)
    Abstract: The purpose of this study, the role of brand equity on brand equity through brand preferences are records. The population of the investigation including clients of bank branches is the nation Khorramabad. The sample size was 386 and for sampling classified sampling method is used. Data were collected by a questionnaire.
    Keywords: Brand equity;brand attitude;brand image;Bank Mellat;coefficient