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Developing a brand performance measure for financial services brands

de Chernatony, Leslie; Harris, Fiona J. and Christodoulides, George (2004). Developing a brand performance measure for financial services brands. Service Industries Journal, 24(2) pp. 15–33.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1080/02642060412331301232
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Abstract

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.

Item Type: Journal Article
ISSN: 1743-9507
Academic Unit/Department: Open University Business School
Item ID: 1284
Depositing User: Users 12 not found.
Date Deposited: 01 Jun 2006
Last Modified: 02 Dec 2010 19:45
URI: http://oro.open.ac.uk/id/eprint/1284
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