Brand Slogan and Customers Purchase Intention in banking system (Case Study: Iran's Melli Bank)

During recent years, using advertising campaign has gain momentum due to the intense competition in banking industry. Meanwhile, brand slogan has become one of the identity-maker of any brand, used extensively in firm's advertising. In the present paper, the impact of brand slogan on customer purchase intention has been investigated. The research is of applied type in terms of objective, and in terms of implementation, is of survey – correlation one. The statistical population includes customers of Melli Bank in Tehran city during the year 1382-1392 (2003 - 2013), from whom 387 have been selected using two-phase cluster sampling, and the questionnaire has been distributed among them. The conceptual framework as well as the research hypotheses have been tested using structural equation modeling. The results show that the brand slogans has positive impact over brand judgment. The highest impact of the moderating variable of brand judgment is of perceived risk (-0/476). The perceived risk impact on information costs saved and purchase intention was not statistically important. The highest impact that the purchase intention has gained was information costs saved (0/68).