@article{196,
author = "Habibollah Salarzehi and Mahta Joodzadeh and Khadijeh Saravani",
abstract = "Brand is an important issue in marketing
management which could be effective on competitive position
and benefits of the banks .Researches have shown that
banks’ performances could make a mental image in
customers which could lead to their loyalty. The factors
which compose such an image are different such as brand
personality and attitude towards brand .This study has been
carried out among Zahedan Mellat Bank branches. By
cluster sampling 384 customers were studied. The data
collection tool was questionnaire and Regression Test was
used for the analysis of the data. The results show
precedences(attitude and brand personality) have meaningful
impact on customers’ mental image about Mellat Bank
brand. It also has a meaningful impact on loyalty to the
brand of Mellat Bank (consequence).",
issn = "23495219",
journal = "IJIRES",
keywords = "Precedences, Consequences, Mental Image, Brand, Bank",
month = "Jan.-Feb.",
note = "This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
CC BY-NC-SA 4.0
Creative Commons License: https://creativecommons.org/licenses/by-nc-sa/4.0/",
number = "1",
pages = "10-16",
title = "{B}rand’s {M}ental {I}mage {P}recedences and {C}onsequences ({A} {C}ase {S}tudy{A}mong {M}ellat {B}ank {C}ustomers in {Z}aheda",
volume = "2",
year = "2015",
}