The role of bank image for customers versus non-customers

International Journal of Bank Marketing

Volumn 27, Issue 4, 2009, Pages 315-334

  Bravo, Rafael ^a   Montaner, Teresa ^a   Pina, José M ^a  

^a UNIVERSITY OF ZARAGOZA   (Spain)

Author keywords

Commercial banks; Consumer behaviour; Corporate image; Customer satisfaction; Financial institutions; Spain

Indexed keywords

EID: 68249090107     PISSN: 02652323     EISSN: None     Source Type: Journal    
DOI: 10.1108/02652320910968377     Document Type: Article

References (84)

1. Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predcting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ.
2. Aldlaigan, A.H. and Buttle, F.A. (2002), "SYSTRA-SQ: a new measure of bank service quality", International Journal of Service Industry Management, Vol. 13 Nos 3/4, pp. 362-82.
3. Almossawi, M. (2001), "Bank selection criteria employed by college students in Bahrain: an empirical analysis", International Journal of Bank Marketing, Vol. 19 No. 3, pp. 115-25.
4. Anderson, E.W. and Sullivan, M. (1993), "The antecedents and consequences of customer satisfaction for firms", Marketing Science, Spring, pp. 125-43.
5. Anderson, J.C. and Gerbing, D.W. (1988), "Structural equation modelling in practice: a review and recommended two step approach", Psychological Bulletin, Vol. 103 No. 3, pp. 411-23.
6. Angelis, V.A., Lymperopoulos, C. and Dimaki, K. (2005), "Customers' perceived value for private and state-controlled Hellenic banks", Journal of Financial Services Marketing, Vol. 9 No. 4, pp. 360-75.
7. Arasli, H., Mehtap-Smadi, S. and Katircioglu, S.T. (2005), "Customer service quality in the Greek Cypriot banking industry", Managing Service Quality, Vol. 15 No. 1, pp. 41-56.
8. Bahia, K. and Nantel, J. (2000), "A reliable and valid measurement scale for the perceived service quality of banks", International Journal of Bank Marketing, Vol. 18 No. 2, pp. 84-99.
9. Bei, L-T. and Chiao, Y-C. (2006), "The determinants of customer loyalty: an analysis of intangible factors in three service industries", International Journal of Commerce and Management, Vol. 16 Nos 3/4, pp. 162-77.
10. Bloemer, J., de Ruyter, K. and Wetzels, M. (1999), "Linking perceived service quality and service loyalty: a multi-dimensional perspective", European Journal of Marketing, Vol. 33 Nos 11/12, pp. 1082-106.
11. Brady, M.K., Bourdeau, B.L. and Heskel, J. (2005), "The importance of brand cues in intangible service industries: an application to investment services", Journal of Services Marketing, Vol. 19 Nos 6/7, pp. 401-10.
12. Brown, TJ. and Dacin, P.A. (1997), "The company and the product: corporate associations and consumer product responses", Journal of Marketing, Vol. 61, January, pp. 68-84.
13. Çalik, N. and Balta, N.F. (2006), "Consumer satisfaction and loyalty derived from the perceived quality of individual banking services: a field study in Eskisehir from Turkey", Journal of Financial Services Marketing, Vol. 10 No. 4, pp. 135-50.
14. Caruana, A. (2002), "Service loyalty: the effects of service quality and the mediating role of customer satisfaction", European Journal of Marketing, Vol. 36 Nos 7/8, pp. 811-28.
15. Castelo, M. and Lima, L. (2006), "Communication of corporate social responsibility by Portuguese banks: a legitimacy theory perspective", Corporate Communications, Vol. 11 No. 3, pp. 232-48.
16. Cengiz, E., Ayyildiz, H. and Er, B. (2007), "Effects of image and advertising efficiency on customer loyalty and antecedents of loyalty: Turkish banks sample", Banks and Bank Systems, Vol. 2 No. 1, pp. 56-79.
17. Chen, T.Y., Chang, P.L. and Chang, H.S. (2005), "Price, brand cues, and banking customer value", International Journal of Bank Marketing, Vol. 23 Nos 2/3, pp. 273-91.
18. Chiou, J-S., Droge, C. and Hanvanich, S. (2002), "Does customer knowledge affect how loyalty is formed?", Journal of Service Research, Vol. 5 No. 2, pp. 113-24.
19. Christodoulides, G., de Chernatony, L. and Furrer, O. (2007), "Measuring the equity of internet brands", paper presented at Thought Leaders International Conference on Brand Management, Birmingham, 24-25 April.
20. Cronbach, L.J. (1951), "Coefficient alpha and the internal structure of test", Psichometrica, Vol. 16, October, pp. 297-334.
21. da Silva, R.V. and Faridah, S. (2006), "Cognitive, affective attributes and conative, behavioural responses in retail corporate branding", Journal of Product & Brand Management, Vol. 15 No. 5, pp. 293-305.
22. de Chernatony, L. and Cottam, S. (2006), "Why are all financial services brands not great?", Journal of Product and Brand Management, Vol. 5 No. 2, pp. 88-97.
23. Debling, F. (2000), "'On-brand banking': an examination of the factors contributing to effective branding and brand development through direct marketing in the consumer financial services sector", Journal of Financial Services Marketing, Vol. 5 No. 2, pp. 150-73.
24. Devlin, J.F. and Azhar, S. (2004), "Life would be easier if we were a Kit Kat: practitioners' views on the challenges of branding financial services successfully", Journal of Brand Management, Vol. 12 No. 1, pp. 12-30.
25. Dowling, G.R. (1986), "Managing your corporate images", Industrial Marketing Management, Vol. 15, pp. 109-15.
26. Dowling, G.R. (1988), "Measuring corporate images: a review of alternative approaches", Journal of Business Research, Vol. 17, pp. 27-34.
27. Drew, J.H. and Bolton, R.N. (1991), "The structure of customer satisfaction: the effects of survey measurement", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 4, pp. 101-8.
28. Erol, C., Kaynak, E. and El-Bdour, R. (1990), "Conventional and Islamic banks: patronage behaviour of Jordanian customers", International Journal of Bank Marketing, Vol. 8 No. 4, pp. 25-35.
29. Evans, R. (1979), "Bank selection: it all depends on the situation", Journal of Bank Research, Vol. 9, pp. 242-5.
30. Flavián, C., Guinalíu, M. and Torres, E. (2005), "The influence of corporate image on consumer trust: a comparative analysis in traditional versus internet banking", Internet Research, Vol. 15 No. 4, pp. 447-70.
31. Fombrun, C. (1996), Reputation. Realizing Value from the Corporate Image, Harvard Business School Press, Boston, MA.
32. Fombrun, C. and Shanley, M. (1990), "What's in a name?. Reputation building and corporate strategy", Academy of Management Journal, Vol. 33 No. 2, pp. 233-58.
33. Fornell, C. and Lacker, D.F. (1981), "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 28, February, pp. 39-50.
34. Ganesan, S. (1994), "Determinants of long-term orientation in buyer-seller relationships", Journal of Marketing, Vol. 58, April, pp. 1-19.
35. Grime, L, Diamantopoulos, A. and Smith, G. (2002), "Consumer evaluations of extensions and their effects on the core brand", European Journal of Marketing, Vol. 36 Nos 11/12, pp. 1415-38.
36. Grönroos, C. (1988), "Service quality: the six criteria of good perceived service quality", Review of Business, St. John's University, Vol. 9, Winter, pp. 10-13.
37. Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, Multivariate Data Analysis. 5th ed., Prentice-Hall, Englewood Cliffs, NJ.
38. Hardwick, R. (1997), "Brand dynamics in financial services", The International Broker, September, pp. 11-15.
39. Harris, G. (2002), "Brand strategy in the retail banking sector: adapting to the financial services revolution", Brand Management, Vol. 9 No. 6, pp. 430-6.
40. Harris, L.C. and Goode, M.M. (2004), "The four levels of loyalty and the pivotal role of trust a study of online service dynamics", Journal of Retailing, Vol. 80 No. 2, pp. 139-53.
41. Hatch, M.J., Schultz, M. and Williamson, J. (2003), "Bringing the corporation into corporate branding", European Journal of Marketing, Vol. 37 Nos 7/8, pp. 1041-64.
42. Helm, S. (2007), "The role of corporate reputation in determining investor satisfaction and loyalty", Corporate Reputation Review, Vol. 10 No. 1, pp. 22-37.
43. Howcroft, J.B. (1991), "Customer satisfaction in retail banking", Service Industries Journal, Vol. 11 No. 1, pp. 11-17.
44. Jamal, A. and Naser, K. (2002), "Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking", International Journal of Bank Marketing, Vol. 4, pp. 146-60.
45. Javalgi, R.G., Armaco, R.L. and Hoseini, J.C. (1989), "Using the analytic hierarchy process for bank management: analysis of consumer bank selection decisions", Journal of Business Research, Vol. 19, pp. 33-49.
46. Johnson, B.J. and Wilson, D.T. (1993), "Updating image research for the 1990's: the contribution of a company's market image to marketing strategy", ISBM Report 12, The Pennsylvania State University, Philadelphia, PA.
47. Jöreskog, K.G. and Sörbom, D. (1993), LISREL 8: Structural Equation Modelling with the SIMPLES Command Language, Scientific Software International (SSI), Illinois,.
48. Karatepe, O.M., Yavas, U. and Babakus, E. (2005), "Measuring service quality of banks: scale development and validation", Journal of Retailing and Consumer Services, Vol. 12 No. 5, pp. 373-83.
49. Kaynak, E. and Harcar, T.D. (2005), "American consumers' attitudes towards commercial banks. A comparison of national and local banks customers by use of geographic segmentation", International Journal of Bank Marketing, Vol. 23 No. 1, pp. 73-81.
50. Kaynak, E. and Kucukemiroglu, O. (1992), "Bank and product selection: Hong Kong", International Journal of Bank Marketing, Vol. 10 No. 1, pp. 3-16.
51. Kaynak, E. and Whiteley, A. (1999), "Retail bank marketing in Western Australia", International Journal of Bank Marketing, Vol. 17 No. 5, pp. 221-32.
52. Kazoleas, D., Kim, Y. and Moffitt, M.A. (2001), "Institutional image: a case study", Corporate Communications: An International Journal, Vol. 6, pp. 205-16.
53. Keller, K.L. (1993), "Conceptualizing, measuring and managing customer-based brand equity", Journal of Marketing, Vol. 57, January, pp. 1-22.
54. Keller, K.L. and Aaker, D.A. (1997), "Managing the corporate brand: the effect of corporate marketing activity on consumer evaluations of brand extensions", Report No. 97-106, Marketing Science Institute, Cambridge, MA.
55. Kim, K. (2006), "Managing corporate brand image through sports sponsorship: impacts of sponsorship on building consumer perceptions of corporate ability and social responsibility", doctoral thesis, University of Texas, Austin, TX.
56. Kline, R.B. (2005), Principles and Practice of Structural Equation Modeling, 5th ed., The Guilford Press, New York, NY.
57. Lafferty, B.A. (2007), "The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility", Journal of Business Research, Vol. 60 No. 5, pp. 447-53.
58. Laroche, M., Rosenblatt, J. and Manning, T. (1986), "Services used and factors considered important in selecting a bank: an investigation across diverse demographic segments", International Journal of Bank Marketing, Vol. 4 No. 1, pp. 35-55.
59. Lassar, W., Manolis, C. and Winsor, R.D. (2000), "Service quality perspectives and satisfaction in private banking", International Journal of Bank Marketing, Vol. 18 No. 4, pp. 181-99.
60. LeBlanc, G. and Nguyen, N. (1996), "Cues used by customers evaluating corporate image in service firms: an empirical study in financial institutions", Corporate Communications: An International Journal, Vol. 1 No. 2, pp. 30-8.
61. Lee, S.K., Lee, W.S. and Yoo, D. (2000), "The determinants of perceived service quality and its relationship with satisfaction", Journal of Services Marketing, Vol. 14 No. 3, pp. 217-29.
62. Lemmink, J., Schuijf, A. and Streukens, S. (2003), "The role of corporate image and company employment image in explaining application intentions", Journal of Economic Psychology, Vol. 24, pp. 1-15.
63. Leuthesser, L. and Kohli, C. (1997), "Corporate identity: the role of mission statements", Business Horizons, Vol. 40, pp. 59-66.
64. Lovelock, C. and Gummesson, E. (2004), "Whither services marketing? In search of a new paradigm and fresh perspectives", Journal of Service Research, Vol. 7 No. 1, pp. 20-41.
65. Low, G.S. and Lamb, C.W. (2000), "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, Vol. 9 No. 6, pp. 350-68.
66. Madrigal, R. (2000), "The role of corporate associations in new product evaluation", Advances in Consumer Research, Vol. 27, pp. 80-6.
67. Mandel, L., Lachman, R. and Orgler, Y. (1981), "Interpreting the image of banking", Journal of Bank Research, Summer, pp. 96-104.
68. Nguyen, N. and LeBlanc, G. (1998), "The mediating role of corporate image on customers' retention decisions: an investigation in financial services", International Journal of Bank Marketing, Vol. 16 No. 2, pp. 52-65.
69. O'Cass, A. and Grace, D. (2004), "Exploring consumer experiences with a service brand", Journal of Product and Brand Management, Vol. 13 No. 4, pp. 257-68.
70. O'Loughlin, D. and Szmigin, I. (2005), "Customer perspectives on the role and importance in Irish retail financial services", International Journal of Bank Marketing, Vol. 23 No. 1, pp. 8-27.
71. Parker, C. and Mathews, B. (2001), "Customer satisfaction: contrasting academic and consumers' interpretations", Marketing Intelligence and Planning, Vol. 1, pp. 38-44.
72. Pina, J.M., Martínez, E., de Chernatony, L. and Drury, S. (2006), "The effect of service brand extensions on corporate image: an empirical model", European Journal of Marketing, Vol. 40 Nos 1/2, pp. 174-97.
73. Rodríguez-delBosque, I., Vázquez, R. and Trespalacios, J.A. (1992), "Evolución de la imagen bancaria", Revista Europea de Direcdón y Economía de la Empresa, Vol. 1 No. 2, pp. 33-46.
74. Rust, R.A. and Oliver, R.L. (1994), Service Qualify. New Directions in Theory and Practice, Sage, Thousand Oaks, CA.
75. Schurr, P.H. and Ozanne, J.L. (1985), "Influence on exchange processes: buyer's preconceptions of a seller's trustworthiness and bargaining toughness", Journal of Consumer Research, Vol. 11 No. 4, pp. 938-47.
76. Souiden, N., Kassin, N.M. and Hong, H.J. (2006), "The effect of corporate branding dimensions on consumers' product evaluation: a cross-cultural analysis", European Journal of Marketing, Vol. 40 Nos 7/8, pp. 825-45.
77. Stubbs, W. and Cocklin, C. (2007), "Cooperative, community-spirited and commercial: social sustainability at Bendigo Bank", Corporate Social - Responsibility and Environmental Management, Vol. 14 No. 5, pp. 251-62.
78. van Heerden, C.H. and Puth, G. (1995), "Factors that determine the corporate image of South African banking institutions: an exploratory investigation", International Journal of Bank Marketing, Vol. 13 No. 3, pp. 12-17.
79. van Riel, C.B.M. and Balmer, J.M.T. (1997), "Corporate identity: the concept, its measurement and management", European Journal of Marketing, Vol. 31 Nos 5/6, pp. 340-55.
80. Vargo, S.L. and Lusch, R.F. (2004), "The four service marketing myths: remnants of a goods-based manufacturing model", Journal of Service Research, Vol. 6 No. 4, pp. 324-35.
81. Wilkinson, A. and Balmer, J.M.T. (1996), "Corporate and generic identities: lessons from the co-operative bank", International Journal of Bank Marketing, Vol. 14 No. 4, pp. 22-33.
82. Woodruff, R.B., Clemons, D.S., Schumann, D.W., Gardial, S.F. and Burns, M.J. (1991), "The standards issue in CS/D research: a historical perspective", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 4, pp. 103-9.
83. Yavas, U. and Shemwell, D.J. (1996), "Bank image: exposition and illustration of correspondence analysis", International Journal of Bank Marketing, Vol. 14 No. 1, pp. 15-21.
84. Yavas, U., Benkenstein, M. and Stuhldreier, U. (2004), "Relationships between service quality and behavioral outcomes: a study of private bank customers in Germany", International Journal of Bank Marketing, Vol. 22 No. 2, pp. 144-57.