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Corporate Branding in Financial Services: Management and customer perceptions for retail banks in India
Keio University, Japan.
Keio University, Japan.
2010 (Engelska)Ingår i: KEIO SFC JOURNAL, Vol. 10, nr 1, s. 83-95Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

The purpose of this study was to research corporate branding of retail banks and the relationships between management and customers' perceptions of 'banks as brands'. With a proposed research model focusing on corporate branding and customer behavior, perception commonalities and differences of brand elements were explored. A survey was conducted incorporating 32 retail banks and 520 customers in 3 urban areas of India, and data were analyzed using a range of statistical methods. The study identified five critical branding elements where differences between management projections and customer perceptions existed. In sum, given the intensifying competition among banks, a customer-centric branding strategy was suggested to create a successful brand strategy, enhance brand recall and create high brand-value for banks.

Ort, förlag, år, upplaga, sidor
Tokyo: Keio University , 2010. Vol. 10, nr 1, s. 83-95
Nyckelord [en]
Corporate branding, India, retail banks, customer perceptions, gap analysis
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-75887OAI: oai:DiVA.org:lnu-75887DiVA, id: diva2:1218306
Tillgänglig från: 2018-06-14 Skapad: 2018-06-14 Senast uppdaterad: 2018-08-13Bibliografiskt granskad

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