Recognition of Brand Equity and Advertising in Banking Industry in Bangladesh: A Study on City Bank Limited, Zindabazar Branch, Sylhet

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Date
2021-07-04
Authors
Salik Ahmed (1711010042)
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Leading University
Abstract
The project report has been prepared as a part of BBA program. It contains the facts related to a particular organization in which the student was authorized to do project report on a three months basis. Supervisors, both from the university and from the organization, guided the student in writing this report. The report is Recognition of Brand Equity and Advertising in Banking Industry in Bangladesh. Both the primary and secondary sources of data had been used in preparing this report. This report aims at studying understand the policies and practices how bank compensate their employees and the factors influencing it. The report examines a number of factors that lead to Brand Equity and Advertising in Banking Industry of City Bank Limited, Zindabazar Branch, Sylhet. This study assessed the Recognition of Brand Equity and Advertising in Banking Industry in Bangladesh. This study applied fixed and random effects models in its analysis. The findings of the study indicated that the use the banking industry in Bangladesh increases return on equity. It has also been found an inverse relationship between additional sustained investment and efficiency which the study recommends among other thing shifting more emphasis on policies they will boost efficient, Proper utilization equipment rather than additional investments. Business organization especially the banking industry is operation in a complex and competitive environment characterized by these changing conditions and highly unpredictable economic climate with communication technology is at the center of the change curve. This study investigates customer perceptions of brand competitiveness of the Minister brand in Bangladesh. It examines the influence of perceived quality, brand awareness, brand association, brand affection, and brand loyalty on the brand competitiveness of Minister. In this study, 500 self- administered survey questionnaires were distributed to customers of Minister in Bangladesh of which 348 useful responses were returned for a 69.6% valid response rate. The research data were analyzed based on reliability analysis, exploratory factor analysis (EFA) and regression analysis using SPSS-23 version software. The research findings indicate that brand awareness, brand association, brand affection and brand loyalty have a significant relationship with brand competitiveness, whereas perceived quality has an insignificant impact on brand competitiveness. These research findings are expected to provide guidelines for enhancing the level of brand equity and brand competitiveness in Minister and other electronic companies.
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