...Chris Baumann; Hamin Hamin; Kim Ngoc Phan; Nabil Ghantous Purpose Vietnamese banks have relied in the past on short‐term promotional techniques and attractive interest rates instead of developing strong brands. This research investigates how customers’ perceptions of bank brands drive their trust...

...Sadia Jahanzeb; Tasneem Fatima; Muhammad Mohsin Butt Purpose The aim of this study is to test a holistic model that investigates the direct influence of service quality on building consumer based brand equity, along with the mediating role of corporate credibility and perceived value. Design...

...). Most banks, however, scored rather poorly on the principle of return visit. Practical implications The revelation that the communication content of banks’ web sites in Ghana does not encourage visitors to return poses a serious challenge for banks in their bid to leverage favourable brand...

...Musa Pinar; Tulay Girard; Zeliha Eser Purpose The purpose of this paper is to examine bank brand equity from consumer perspectives by comparing the consumer‐based brand equity (CBBE) dimensions of local and global banks in Turkey. The paper determines if and how CBBE differs across three types...

...Jaakko Aspara; Henrikki Tikkanen Purpose The purpose of this paper is to examine the links between individual investors' subjective evaluations of certain companies' products and brands, on one hand, and their willingness and decisions to invest in those companies' stocks, on the other...

...Lars Ohnemus Purpose The purpose of this article is to analyse, from a shareholder perspective, the link between branding and financial performance. The paper focuses, in the European context, on situations in which shareholder wealth is created or destroyed, and this is measured by using return...

...Mary Lambkin; Laurent Muzellec Purpose This paper aims to examine how international banking groups manage their branding in the context of successive mergers and acquisitions. It seeks to review of a number of case histories in order to show that banking companies tend to evolve a multi‐tiered...

...Clive Woodger Purpose The purpose of this article is to report on home‐grown methods to build financial brands the Russian way. Design/methodology/approach This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London...

... in that direct contact can be established within a matter of seconds with these new technologies, the impact on the customer's perceived relationship with the brand remains an issue of strategic importance that needs to be evaluated. In order to exploit the advantages of technology, a full understanding...

...Chris Gill Purpose The purpose of this paper is to seek to explore the role of brand advertising in restoring trust in the sector. Consumer confidence in financial services has been bruised and battered over recent months. Design/methodology/approach The paper uses data from a variety...

...Tser‐yieth Chen; Pao‐Long Chang; Hong‐Sheng Chang Purpose The purpose of this work is to elucidate how price, brand cues and customer value are related, and to explore the influence of price and brand cues through service quality and perceived risk on customer value, focusing specifically...

...Spiros Gounaris; Deirdre O'Loughlin; Isabelle Szmigin Purpose This paper explores the role of financial services brand values and compares the importance of process and outcome factors in terms of their impact on customer perceptions, behaviour and experience. Design/methodology/approach...

...Ian Morison Explores the implications of Midland Bank’s attempts in the mid‐1980s to adopt an endorsed corporate identity strategy and to brand its personal financial services. Sets out the reasons why banks have traditionally applied monolithic identity systems and eschewed explicit branding...

...John Saunders; Robert Watters Looks at branding and its growing importance in financial services over the last ten years. Examines the dilemmas faced by organizations with corporate, divisional and individual brands. Also investigates the approaches being used by leading players in the market. ©...