An Empirical Study On The Impact Of Brand Equity Of Bank On Individual Investor Decision-Making Behavior

After entering WTO financial system gradually opening means the competition of the banking increase gradually, foreign banks dominate the world's front row not only in the ordinary consumer service field, but also have incomparable experience and the superiority in brand equity. How to expand the domestic banks' influence outside ordinary consumption services, establish equal competition platform with foreign banks, build influential brand. It is a good way to manage the brand equity of domestic banks. Using the brand can help them to reduce the costs of building a new brand, and increase the dimensions of brand equity by considering the importance of behaviors of individual investors. The researches on how brand equity influences the decision-making behavior of individual investors are relatively not enough.This paper is about how brand equity of bank influence the decision-making behavior of individual investors, the author combed the researches on brand equity and decision-making behavior of individual investors, selected the theory of CBBE of Keller (2001) and the research of Aspara (2010) as the based theory, built the model and put forward some hypothesis to describe how brand equity of bank influences decision-making behavior of individual investors.In order to verify whether brand equity of bank has positive influence on decision-making behavior of individual investors, the author established relevant scales based on the concerned literatures, and designed specific questionnaire according to the proposed scales. In order to guarantee established scales can fully describe the influences of brand equity of bank on decision-making behavior of individual investors, according with the actual situation of the banking industry, the author tested the questionnaire firstly to ensure the questionnaire's content validity. This study focused on the empirical phase, the items-selecting of data of small sample was done firstly, screening the specific measure, correcting the established scale; Secondly the author collected data from different securities practitioners, bank practitioners and stock investors in a wide range through a variety of means the author can use, the reliability and validity of the data of big sample were analyzed by using SPSS17.0 statistical software; the influence of brand equity of bank on decision-making behavior of individual investors was verified later, analyzing the degree of influence of dimensions of brand equity of bank on decision-making behavior of individual investors. Test results show that brand equity of bank has influence on the decision-making behavior of individual investors, but some of the assumption got few support, this may relates to lacks of work of brand equity in domestic banking and immature of finance market.The main conclusions of this study are: brand equity of bank has positive influence on decision-making behavior of individual investors. Brand image of banks has direct positive influence on the decision-making behavior of individual investors; brand familiarity and brand relationship of individual investors about the bank have direct influence on the decision-making behavior of them; the brand's satisfaction has certain negative influence on the behavior of investors, this result may relative to double perspectives of individual investors, which needs further validation through practical work.