An application for brand equity in public, private and foreign capital banks

Today firms operate under intense conditions of competition. This competitive environment has revealed the necessity of distinguishing the products and services of the firms from the others. Thus, the concept of brand has been formed. Brand equity gains importance in the meantime. Brand equity is the consumer‟s different response between focal brand and unbranded product, when both have the same marketing stimuli and product characteristics. The concept which is generally divided into two as financial-based and consumer-based in the literature, has been carried out on the basis of consumer in this study. The main objective of the study is to determine whether the brand equity in banking sector differs according to the public, private and foreign capital banks. Another aim of the research is to determine whether the brand equity differs according to the demographic variables. Research data were collected from 3 different surveys sent to 343 bank customers in Kayseri via Google Forms. The main content of the survey consists of perceived quality, brand association, brand awareness, brand loyalty and demographic expressions. According to the research results, the perceived quality and brand awareness of the brands are higher in married bank customers. Furthermore, the study shows that the perceived quality, brand association, brand awareness and brand loyalty dimensions are higher in public banks. Keywords: Brand, brand equity, bank, banking