Differences of perceptions about customer-based brand equity: An investigation of three types of banks in Vietnam

Abstract

This study is based on inheritance patternsof customer-basedbrand equity in terms of customer perception by two authors of Aaker (1992,1996) and Keller (1993,2013) to explorethe components of brand equity in the banking sector and thedifferencesof customer perceptions amongthree types of banks (state-owned, commercial joint-stock and foreign-owned)towardbrand equity. The sample size of 376 respondentsincludes individual customers,who are using personal financial services in the three groups of banks. The result confirms5 components of overall brand equity which are: brand awareness, brand image, perceived quality, brand loyalty and brand relationships. The significant difference is found among 3 banking groups in aspects of brand awareness, perceived quality and overall brand equity. Specifically,brand equity of state-owned banks significantly higher thanthat offoreign-owned banks and commercialjoint-stock banks. The research result helps brand managers to understand more about the challenges to their bank brands and emphasizes the role of brand equity in attracting and maintaining customer relationships

Keywords

• tài sản thương hiệu theo khía cạnh khách hàng ngành ngân hàng việt nam