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‘Life would be a lot easier if we were a Kit Kat’: Practitioners' views on the challenges of branding financial services successfully

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2023The effects of economic, environmentally and socially related SDGs strategies of banking institutions on their customers’ behavior34 cited
2012Customer Perception of Services Based on the SERVQUAL Dimensions: A Study of Indian Commercial Banks33 cited
2019Creating consumer-based brand equity for customers by brand experience32 cited
2007Services Branding: Revealing the Rhetoric within Retail Banking29 cited
2016Services branding triangle23 cited
2005

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External and internal accountability of financial services suppliers: current paradoxes in managing expectations and experience

23 cited

2013Brand Values: Exploring the Associations of Symmetry within Financial Brand Marks13 cited

2014Marketing strategies for services: is brand architecture a viable way forward?12 cited

2009Is the company the only meaningful brand for services?9 cited

2016DO TAGLINES HAVE A POSITIVE IMPACT ON BUILDING THE BRAND PERCEPTION? A CASE STUDY ON KIT KAT8 cited