Ali falahati rad
Masoud jalalian

Brands might develop specific personality characters and change into active partners of an association. Research indicates that brand character can be transformed over time and establish strong network with consumers which can include responses beyond consumer’s loyalty or commitment. Regarding the importance of brand and customer value process, the main goal of current paper is to address brand impact on customer value at Agricultural Banks across tehran. Research method is hypothesis testing which is a kind of field study in which hypotheses are tested using data collected in the fields. Research method is also descriptive of correlation type. Research tool is questionnaire prepared in two parts based on the proposed indices. The first part includes demographical characteristics (5 items) and the next part contains research questions (26 items in Likert spectrum form). Validity of 26-item questionnair is formal confirmed by my respectful professors. Chronbach Alpha method was used to examine reliability at 95% level. To this end, a 25-option sample was selected using simple random sampling and the questionnaire was distributed among them. Total reliability was 0.857.The results of Pearson correlation test with respect to signiface level (0.000) and reliability 99% indicated that there is a direct and positive relationship between brand awareness and customer value process (r=0.730). moreover, the results of Friedman test demonstrated that to brand image, brand awareness and brand loyalty components are attributed first to third ranks. Finally, the results of regression analysis showed that brand awareness and brand loyalty affect customer value at Agricultural Bank. On the other hand, brand image was calculated at significant level (0.000) and t, which didn’t show any effect on customer value at Agricultural Bank.

brand, value, brand image, brand awareness, brand loyalty, Agricultural Bank