Developing a brand performance measure for financial services brandsde 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 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1080/02642060412331301232 Abstract/SummaryWith 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.
Altmetric Deposit Details University Staff: Request a correction | Centaur Editors: Update this record |
Lists
Lists
