20.500.12556/DKUM-98310 The impact of relationship marketing on brand equity in the banking sector in Iran During the last few decades, business philosophy has shifted from marketing orientation to Relationship Marketing Orientation (RMO). Service oriented organizations, such as banks, increasingly apply RMO to enhance their brand management practices, such as brand loyalty and brand image. The main purpose of this study is to investigate the influence of relationship marketing orientation and its dimensions (trust, bonding, communication, shared values, empathy and reciprocity) on the Brand Equity in Saderat Bank. Data were collected from 339 customers across various branches of Saderat Bank in Ardabil, Iran. Confirmatory factor analysis and structural equation modeling were used to analyze the measurements and relationships among the variables. The findings of this study demonstrate that RMO has a positive effect on the brand equity of Saderat Bank. Specifically, dimensions including trust, bonding, empathy, and reciprocity have direct and significant effects on brand equity, with the effect of trust being significantly higher. However, communication and shared values showed no significant effects on brand equity. The findings of this study offer practical applications for enhancing the brand equity of banks and other financial institutions, particularly Islamic banks, by exploring the cultural variation of relationship marketing. relationship marketing orientation brand equity Saderat Bank perceived quality usmerjenost v trženje odnosov pravičnost blagovne znamke banka Saderat zaznana kakovost true false true EUROKD, European Knowledge Development Institute Angleški jezik Slovenski jezik Znanstveno delo 2026-06-04 10:24:32 2026-06-04 10:24:32 2026-06-05 03:10:29 0000-00-00 00:00:00 2025 0 Ankara 0 str. 90-103 št. 1 Letn. 12 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 2025-12-05 0000-00-00 005:336.71:659.126 280414723 10.32038/mbr.2025.12.01.05 2476-3160 RAZ_Ardabili_Farzad_Sattari_2026.pdf RAZ_Ardabili_Farzad_Sattari_2026.pdf 1 654360546646B408364E21D77CFC420B 323fd2fa7a210efa83e8abe1462b260378bb7d1f08e53984bb1dd3340b9f1623 45c9bc82-5fef-11f1-86e5-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=206729 https://doi.org/10.32038/mbr.2025.12.01.05 1 d0a2b3d3-5fee-11f1-86e5-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=206728 Fakulteta za naravoslovje in matematiko 0 0 0