Article2009

Corporate brand image in retail banking: development and validation of a scale

Rafael Bravo · Teresa Montaner Gutiérrez · José Miguel Pina Pérez

76 citations0/0 files storedService Industries Journal

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Corporate Identity and Reputation Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Recent changes in deregulation and technology have made banking one of the most competitive sectors in the global economy. Within this background, corporate image management has gained importance as a way of differentiating companies. This paper aims to develop a scale to analyse the corporate image in banking. Derived from a review of the literature, a scale with the most cited dimensions of analysis is developed. This scale is then tested by means of an empirical study of 450 individuals, where dimensionality, reliability and validity requirements are confirmed. Both theoretical and managerial implications are presented.

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References

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