Factors affecting the brand of commercial banks in Ho Chi Minh City

This study explores the factors affecting the brand of commercial banks in Ho Chi Minh City. The study finds out that the brand of commercial banks is affected by the brand awareness, perceived quality, brand association, brand loyalty, and corporate credibility. In which, the corporate credibility is the most influential factor. Based on the study's findings, some solutions are proposed to help commercial banks develop appropriate branding strategies.