Application of Consumer Based Brand Equity Model in Indian Banking Sector

With advent of new technologies, banking sector has undergone a great transformation. While this improved the customer's service experience, it also posed challenge for banks to differentiate their services from competitors. Now are finding hard make name them and create brand identity that distinguishes other players in market. As result, Indian trying enhance equity by all means possible. This study is aimed at examining applicability practicality consumer based model sector. A sample 300 customers Jammu Kashmir Bank been taken check relationship between perceived quality brand, awareness, association loyalty with equity. Exploratory factor analysis (EFA) confirmatory (CPA) were done validity scale. Structural Equation Modeling (SEM) was used explore relationships its determinants. The results suggested have significantly positive impact on while effect found be insignificant.