lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Corporate Branding in Financial Services: Management and customer perceptions for retail banks in India
Keio University, Japan.
Keio University, Japan.
2010 (English)In: KEIO SFC JOURNAL, Vol. 10, no 1, p. 83-95Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
Tokyo: Keio University , 2010. Vol. 10, no 1, p. 83-95
Keywords [en]
Corporate branding, India, retail banks, customer perceptions, gap analysis
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-75887OAI: oai:DiVA.org:lnu-75887DiVA, id: diva2:1218306
Available from: 2018-06-14 Created: 2018-06-14 Last updated: 2018-08-13Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Fulltext

Authority records BETA

Billore, Soniya

Search in DiVA

By author/editor
Billore, Soniya
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 2 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf