PRESENTING MATHEMATICAL MODEL TO EXPLAIN THE FACTORS AFFECTING OF BRAND IDENTITY IN BANKING

Abstract

This study aims to represent a math model for identifying effective factors in brand identity in banking. This survey is of descriptive/analytic type with applied goals. Statistical population of this study included all the customers of the banks in East Azerbaijan. Using stepwise cluster sampling, a sample size of 386 people was achieved via Cochran formula. To test the hypotheses, independent t-test, variance analysis, and stepwise linear regression were used. The results showed that effective factors in brand identity include communicative capabilities, meaningfulness, development and expansion, conformity and creativity, and positive mental imagery The findings of this paper can be used for evaluating brand identity in banking