This paper develops a bank reputation model, in an environment of economic crisis specifically marked by the nationalization of Bankia and the offer of financial rescue from the Eurogroup to Spain. From a study among four hundred bank customers, an index is developed reflecting the new configuration of reputation of the leading Spanish financial institutions and its effect on the behavior of the consumer. The conclusions of this research show that, in an environment where the financial system has been identified as the main cause of the new socioeconomic landscape, banks should focus their reputation strategies to convey reliability and to reinforce the leadership of their managers, paying special attention to consumer satisfaction and trust in order to achieve the maximum optimization of their reputation resources.

This cover sheet may not be removed from the document.Please scroll down to view the document.1 Antecedents and consequences of bank reputation.A comparison of the United Kingdom and Spain. Belen RuizJuan Antonio Garcia Universidad de Castilla-La ManchaAntonio J. Revilla Bath Spa UniversityAbstract Purpose -The purpose of this paper is to identify the key antecedents and consequences of bank reputation and whether their relative importance varies across countries.Design /methodological approach -The sample consists of 900 bank customers, representative of the national populations in the United Kingdom (500) and Spain (400), two of the countries in which the weight of the financial system on the GDP is much bigger than that of other European countries. The research hypotheses were tested by conducting a multi-group analysis with covariance-based structural equation modelling (CB-SEM).Findings -In contrast with previous studies, it was discovered that the most important cognitive antecedent of banks' reputation is reliability/financial strength. This study reinforces the prominence of satisfaction as a key emotional aspect of reputation. Differences between the United Kingdom and Spain were found in the impact of employer branding and corporate social responsibility (CSR). The positive effect of bank reputation on consumer behaviour (loyalty and word of mouth) and the existence of cross-country differences as regards loyalty were also confirmed.Originality/value -This is a systematic cross-country analysis of corporate reputation which includes not only cognitive antecedents but also emotional determinants that have been repeatedly ignored. This paper sheds light on whether the antecedents and consequences of corporate reputation vary across countries. The choice of the banking sector provides a unique opportunity to observe the determinants and outcomes of corporate reputation following an unstable time in the banking sector.

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