The Influence Of Corporate Brand On Customer Attitude The Case Of Zemen Bank

Branding is the process of enhancing a company's product or service image through marketing methodsrnin order to gain a favorable position in the minds of customers; at the level of corporate brand, thernmeaning attached to the brand is applied to the whole corporation.The competitive nature of thernbanking industry necessitates the existence of a marketing department that is responsible for thernformulation and implementation of marketing strategies.The goal of this study was to see how corporaternbrand influenced customer attitudes in the case of Zemen Bank. The study employed four corporaternbrand dimensions as determining variables i.e. brand image, reputation, corporate familiarity, andrnmarketing communication.The relationship between both the independent and dependent variables wasrndetermined using correlation and multiple regression analysis.In the study the correlation between allrnindependent variables and the dependent variable has been found to be positive and substantial, andrncorporate familiarity and marketing communication were found to be statistically significant inrnpredicting customer attitude.

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