Developing a brand performance measure for financial services brands
de Chernatony, L., Harris, F. J. and Christodoulides, G. (2004) Developing a brand performance measure for financial services brands. The Service Industries Journal, 24 (2). pp. 15-33. ISSN 1743-9507
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To link to this article DOI: 10.1080/02642060412331301232
With no universal approach for measuring brand performance, we show how a consumer-based brand measure was developed for corporate financial services brands. Churchill's paradigm was adopted. A literature review and 20 depth interviews with experts suggested that brand loyalty, consumer satisfaction and reputation constitute the brand performance measure. Ten financial services organisations provided access to their consumers. Following a postal survey, 600 questionnaires were analysed through principal components analysis to identify the consumer-based measure. Further testing revealed this to be a valid and reliable brand performance measure.