@article{MAKHILLIBM201610626187,
    title = {Studying the Effect of Service Brand Dimensions on Verdicts of
Consumers about the Brand: A Case Study of Keshavarzi Bank},
    journal = {International Business Management},
    volume = {10},
    number = {6},
    pages = {1064-1071},
    year = {2016},
    issn = {1993-5250},
    doi = {ibm.2016.1064.1071},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2016.1064.1071},
    author = {Shahram and},
    keywords = {Brand evidence,brand hearsay,brand attitude,brand verdict,brand satisfaction},
    abstract = {The present study tries to investigate about the effectiveness of brand dimensions (evidences and
brand hearsay) on satisfaction, attitude and verdicts of people. Results of the present research will enable
marketing managers to recognize the effect of factors creating preferences for their organization’s brand
regarding the consumers’ viewpoints in order to act better to make a more efficient use and reinforce them. The
model utilized in this research is Service Brand Verdict Model (SBV). The analysis of this model is a basis
through which the important dimensions of services for the customers can be discovered more. This study will
focus on investigating the effectiveness of brand dimensions (evidences and brand hearsays) on satisfaction,
attitude and verdicts. This research is applied regarding the goal and descriptive regarding the method and data
collection has been carried out through measurement. The statistical population investigated in this research
includes all customers of different branches of Keshavarzi Bank in Tehran Province that have used different
services of this bank and from among 44 branches throughout Tehran, 10 branches were selected randomly by
using a cluster sampling method. By using the accessible sampling method, 380 questionnaires were distributed
and the tool to collect data from these people was a localized questionnaire with Likert’s spectrum. The goal
of this study is to investigate the effect of brand dimensions of services of Keshavarzi Bank on customers’
verdict. All hypotheses were approved. The results showed that service brand dimensions in Keshavarzi Bank
have had a significant effect on customers’ verdicts in this bank.}
    }