Corporate brand image in retail banking: development and validation of a scale |
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| Authors: | Rafael Bravo Teresa Montaner Jose M. Pina |
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| Affiliation: | 1. Faculty of Economics , University of Zaragoza , Gran Via 2, Zaragoza , 50005 , Spain rbravo@unizar.es;3. School of Business Studies , University of Zaragoza , María de Luna sn, Zaragoza , 50018 , Spain;4. Faculty of Economics , University of Zaragoza , Gran Via 2, Zaragoza , 50005 , Spain |
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| Abstract: | Recent changes in deregulation and technology have made banking one of the most competitive sectors in the global economy. Within this background, corporate image management has gained importance as a way of differentiating companies. This paper aims to develop a scale to analyse the corporate image in banking. Derived from a review of the literature, a scale with the most cited dimensions of analysis is developed. This scale is then tested by means of an empirical study of 450 individuals, where dimensionality, reliability and validity requirements are confirmed. Both theoretical and managerial implications are presented. |
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| Keywords: | corporate brand image scale development banking financial sector |
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