This study focused on determining the influence of credit card on brand equity on credit card selection and user satisfaction. Pact literature which involved the conduct of theoretical studies have identified content related to brand equity elements and through selection, the use of credit cards. Based on basic theory, research models and hypotheses were developed. According to the research, brand awareness, brand loyalty and brand association with brand equity elements influence the selection of credit card brand. Perceived quality and brand associations influence the service selection. while credit card brand selection and service selection affect credit card satisfaction. Findings also reveal that overall brand equity affects credit card satisfaction. Credit card marketing needs a strategy to enhance brand equity through brand loyalty and brand awareness. The development of a unique brand association is necessary in order to improve the selection of a credit card service. Complementing the credit card service would allow the achievement of marketing objectives of the credit card company
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