The Influence of Corporate Brand on Customer Attitude: The Case of Zemen Bank
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Date
2021-06
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Addis Ababa University
Abstract
Branding is the process of enhancing a company's product or service image through marketing methods
in order to gain a favorable position in the minds of customers; at the level of corporate brand, the
meaning attached to the brand is applied to the whole corporation.The competitive nature of the
banking industry necessitates the existence of a marketing department that is responsible for the
formulation and implementation of marketing strategies.The goal of this study was to see how corporate
brand influenced customer attitudes in the case of Zemen Bank. The study employed four corporate
brand dimensions as determining variables i.e. brand image, reputation, corporate familiarity, and
marketing communication.The relationship between both the independent and dependent variables was
determined using correlation and multiple regression analysis.In the study the correlation between all
independent variables and the dependent variable has been found to be positive and substantial, and
corporate familiarity and marketing communication were found to be statistically significant in
predicting customer attitude.
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Keywords
Customer Attitude, Brand image, Reputation