de Chernatony, Leslie; Harris, Fiona J. and Christodoulides, George
(2004).
| DOI (Digital Object Identifier) Link: | https://doi.org/10.1080/02642060412331301232 |
|---|---|
| Google Scholar: | Look up in Google Scholar |
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 Item |
|---|---|
| ISSN: | 1743-9507 |
| Academic Unit/School: | Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing Faculty of Business and Law (FBL) > Business Faculty of Business and Law (FBL) |
| Item ID: | 1284 |
| Depositing User: | Users 12 not found. |
| Date Deposited: | 01 Jun 2006 |
| Last Modified: | 02 May 2018 12:31 |
| URI: | http://oro.open.ac.uk/id/eprint/1284 |
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