Corporate Branding in Financial Services : Management and customer perceptions for retail banks in India

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Corporate branding

India

retail banks

customer perceptions

gap analysis

Marketing

Marknadsföring

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)