An Empirical Study On The Factors Affecting Brand Equity Of Commercial Banks

In the current times that economic development approaches globalization,finance development enters marketlization stage, and that the informatization of financial market keeps fast development,the most competitive in bank assets is the brand of bank. Essentially the contemporary market competition of commercial banks is the competition of brands. The first class brand is required to win higher market share, and thus produce high additional value and win higher profit rate easily. one of the standards to judge the comprehensive capabilityof banks is the level of bank brand, while whether a bank own it’s strong brand is a basic symbol to measure whether that bank is mature in its development.The value of brand has become indispensable to commercial banks as an invisible assets.On the basis of reviewing and combing the related equity on brand rights and bank brand, this paper analyzes the driving factors of brand rights from the two perspectives as the commercial bank rights core factors and the related brand thinking factors. After the design, distribution and collection of the questionnaire, I select 396 effective questionnaire forms and conduct certification, l analysis through SPSS and regression equation analysis and other statistical methods. The result shows that, 1. Commercial bank brand rights are influenced by two factors directly, which originate from the premium payment of clients andbrand loyalty. 2. Quality recognition, service experiences and premiumpayments willingness are the core factors of bank brand rights, brand image, brand thinking and brand loyalty are the related brand thinking factors. It reveals that brand rights are influenced by the code factors and related brands thinking simultaneously, while the the influence of core factors are much bigger than the other factors. 3. The brand rights of commercial banks is also indirectly influenced by many other factors in addition to the direct influence. Among them, quality recognition, service experiences play the indirect influence through the premium payment willingness, while the brand image influences the brand rights indirectly through brand loyalty.4. Brand association has no effect to brand equity and brand loyalty.In the end, this paper hopes to put up the strategy for commercial bank brand rights fostering through studying the rights of commercial bank brands, and then further promote the application of brand rights in finance industry, enabling more financial enterprises to apply the theory of brand more flexibly and achieving greater competition advantages.