Mulugeta Gebremedhin (PhD)Andualem Abate2024-01-292024-01-292023-06https://etd.aau.edu.et/handle/123456789/1550This study examined the relationship between brand image and customers’ intention to use banking services at Awash Bank S.C. Using a convenience selection approach, a total of 384 non-Awash bank customers, customers who use both Awash bank and other banks at the same time, Awash Bank customers who switched their patronage to other banks, and customers with no active transactions were used as a sample for this study. The study was descriptive and explanatory in nature, and survey research was employed to obtain data from participants. Mean, standard deviation, Pearson's product-moment correlation, and multiple linear regression were used as statistical techniques. The findings revealed a strong correlation between brand image and customers’ intention to use banking services. Furthermore, there was a somewhat favorable correlation between all the sub-dimensions of brand image and customers’ intention to use banking services, which was also positive. Furthermore, six dimensions of brand image were shown to be statistically significant predictors of customers’ intention to use banking services: services offered, service accessibility, branch locations, personnel, brand trust, and brand attitude. As a result, it is critical to focus on strategies that enhance brand image the banken-USBrand ImageThesis