بهبود ارزش ويژه برند مبتني بر مشتري توسط ايجاد تصور از مزيت هاي كاركردي و غيركاركردي (مطالعه موردي: بانك ملت)

Improving Specific Brand Value On the Basis of Customersʹ Mind Through Creation of Refative Worfeing Merit (The Bank Mellat Case)

For a brand, the main source of creating value (both for the organization and customers) is in customersʹ minds. Thus, seeking to strengthen the brand, we have to focus on customersʹ minds. But, obviously, controling their minds would be impossible. Therefore, this case-study on the Mellat Bank sheds light on a causal relationship between the image of functional and nonfunctional benefits (which are created by different brand creation activities), and brand knowledge. Results show that thereʹs a strong positive correlation between functional benefits with brand knowledge, and itʹs a cause that effects brand images. Thus, activities concerning the improvement of the images of functional benefits would have a great effect on brand equity.