Abbas S. Ardestani, Yahiya Amirzadeh and Mohammad Hossein Amrollahi
The present research studies the relationship between brand value and the performance of private banks in Tehran. An inventory containing 28 closed questions was used to collect data. After confirming the validity and reliability of the inventory and distributing it among the sample, the data were examined using Pearson correlation and the results suggested significant positive relationships between the performance of private banks and perceived quality, differentiation, brand awareness, and knowledge. In addition, the results of regression test showed that the effect of perceived quality and brand differentiation on the performance of banks is greater than the effect of other variables. Then, the variables were examined using t-test and the results suggested that all the variables were at a favorable level. Finally, using Analytic Hierarchy Process, the dimensions of brand value were ranked and the variables of brand differentiation and brand knowledge were selected as the most important and influential dimensions
