Examining the relationship between branding and customers' attitudes toward banking services Empirical evidence from Iran

Purpose - This study aims to integrate consumer-based brand equity for a tourism destination (CBBETD) and the theory of planned behavior (TPB) to examine the relationship between branding and customers' attitudes toward banking services. Design/methodology/approach - A ten-minute pen and paper questionnaire was distributed to customers of Iran's Melli Bank in Isfahan as the biggest national bank in Iran through a multistage cluster-sampling approach. Data were collected from 364 customers and analyzed by hierarchical regression approach. Findings - Branding constructs including brand image, brand awareness, perceived quality and brand loyalty have a significant relationship with attitude constructs including affective attitude, subjective norm, perceived behavioral control and behavioral intention. Originality/value - This paper provides a practical framework derived from the CBBETD model and applies it in the context of banking services. The role and impact of its dimensions on customers' attitudes has been demonstrated.