International Business Management
ISSN: OnlineISSN: Print 1993-5250
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.
How to cite this article:
Shahram Bandpi and Mohammadali Ahmadzadeh. Studying the Effect of Service Brand Dimensions on Verdicts of
Consumers about the Brand: A Case Study of Keshavarzi Bank.
DOI: https://doi.org/10.36478/ibm.2016.1064.1071
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.1064.1071