A Cross-Cultural Perspective on the Role of Branding in Financial Services: The Small Business Market

Abstract

Research in services marketing has recognised the role of brands as aids to customers’ decision making, particularly in situations where credence qualities and perceived risk may be high. In practice, there is limited empirical evidence for the role played by brands in highly intangibly contexts such as financial services. This paper explores the role of the brand in relation to bank selection by small business customers in two culturally distinct countries, namely Egypt and the UK. The results indicate that there is considerable similarity in the role played by brands in both countries and suggest that greater emphasis should be placed on brands when developing marketing strategies for the small business market.

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