Peer-Reviewed Journal Details
Mandatory Fields
Wallace, E., Buil, I., de Chernatony, L.
2013
Unknown
Journal of Marketing Management
Brand Orientation and Brand Values in Retail Banking
In Press
()
Optional Fields
Brand, Brand Orientation, Services, Banking
29
9/10
1007
1029
This exploratory study seeks to provide an appreciation of brand orientation in retail banking.† Through in depth interviews at head office and branch level, we explore managersí brand mindset.† We also surface managersí views about the relationship between market and brand orientation.† Further, we examine managersí perceptions about the role of brand values as resources in creating a brand orientation. In a large-scale study of front-line employees, we examine the level of agreement with brand values, and describe differences in brand buy-in across employee clusters.
Grant Details
Publication Themes