Title:
MEASURING THE BRAND EQUITY OF BANKING IN QUANG NGAI PROVINCE

Authors:
Le Hoang Nhu Nguyen ,Vietnam

Abstract:
This research is done to measure the brand equity of banking in Quang Ngai province. Based on previous research models then adjusted to the banking sector, the survey of 205 customers using the service at banks in the province was conducted. The research results show that Brand Awareness has the strongest impact on Brand Equity, followed by Brand Loyalty, Brand Image, and Perceived Quality.