THE EFFECT OF BRAND EQUITY ON CUSTOMER DECISION MAKING: THE CASE OF ZEMEN BANK

Abstract

This study aimed to assess the effect of brand equity on customer decision-making in the case of Zemen Bank. The research employed a mixed descriptive and explanatory research design, using a quantitative research approach to gather insights into the relationship between brand equity dimensions and customer behavior. A sample of 396customers of Zemen Bank was selected from some selected branches using purposive sampling techniques. The required data for the study was collected using structures self-administration questionnaire. The collected data was organized and analyzed using both descriptive and inferential statistical methods. The findings revealed that the dimensions of brand equity have a significant influence on customer decisionmaking. Among the dimensions, brand awareness emerged as the most influential factor, reflecting its critical role in shaping customer perceptions and preferences. Brand loyalty, brand association, and brand image also demonstrated positive and significant relationships with customer decision-making. The study highlights the theoretical relevance of brand equity models in understanding consumer behavior and supports existing literature by emphasizing the role of branding strategies in influencing customer choices within the banking sector.These findings underscore the importance of brand equity dimensions in driving customer decisions and offer valuable insights for academics and practitioners in the field of marketing and branding.