The Brand Equity and Its Impact on loyal Customers

Nowadays, with the rapid growth of technology and competitiveness level of marketing in different sectors, including production and service, the issue of customers’ loyalty posed to be a strategic challenge for organizations which are concerned about preserving and developing competitiveness marketplace in marketing. For the sake of understanding and acquiring this issue, these organizations expend lots of money. Brand awareness directly affects customers’ loyalty. Banks as an important economic institutions are not isolated from brand awareness and because of high interrelationships between service providers and customers and customers being a big interest source for them, consideration of customers’ loyalty level could be an important factor for this institutions. The present study used descriptive design of analytic-documentary. Library method used for data collection and it used books, articles and journals of this filed. The purpose of this study is to emphasis brand effectiveness and its dimensions on customers’ loyalty.

Keywords:

Brand , brand equity , customer loyalty , the banking industry