A Conceptual Framework to Measure Brand Equity in Indian Banking & Financial Services Firms

IOSR Journal of Business and Management (IOSR-JBM) Volume 6, Issue 3 (Nov. - Dec. 2012), PP 12-18

7 Pages Posted: 13 May 2012 Last revised: 26 Dec 2012

See all articles by Debabrata Das

Debabrata Das

West Bengal University of Technology - Bengal School Of Technology & Management; Institute of Electrical and Electronics Engineers, Inc. (IEEE)

Date Written: April 13, 2012

Abstract

Many business entities have attached utmost importance to managing brand equity in prevalent competitive scenario & Indian banking and financial services firms are no exceptions. Research on services marketing indicates that customer satisfaction has a positive direct effect on brand equity and that is why the customer based brand equity concept has become most popular among all the brand equity measures, because this concept acknowledges that the power of a brand resides in the minds of the customers. Researchers also believe that the extended Ps of services marketing may influence customer satisfaction. Recent empirical study has identified key factors of the 3Ps of services marketing, through which customer satisfaction can be determined and measured in case of banking and financial services firms. This paper represents a conceptual framework through which customer based brand equity can be measured using the identified key factors of 3Ps. So this framework can be used as the theoretical base to construct and develop a scale for quantitative measurement of brand equity for banking and financial services firms in future.

Keywords: Brand Equity, Customer Based Brand Equity, Extended Ps of Services Marketing, Conceptual Framework for Brand Equity measurement

JEL Classification: M10, M30

Suggested Citation

Das, Debabrata, A Conceptual Framework to Measure Brand Equity in Indian Banking & Financial Services Firms (April 13, 2012). IOSR Journal of Business and Management (IOSR-JBM) Volume 6, Issue 3 (Nov. - Dec. 2012), PP 12-18. Available at SSRN: https://ssrn.com/abstract=2055757 or http://dx.doi.org/10.2139/ssrn.2055757

Debabrata Das (Contact Author)

West Bengal University of Technology - Bengal School Of Technology & Management ( email )

West Bengal
India

Institute of Electrical and Electronics Engineers, Inc. (IEEE) ( email )

United States

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