Corporate brand image in retail banking: development and validation of a scale

Bravo, Rafael; Montaner, Teresa; Pérez, José Miguel Pina

doi:10.1080/02642060802311260

Cited by 63 publications

(59 citation statements)

References 56 publications

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“…High levels of a positive brand image can increase BE through the use of travel-related OSN websites. Likewise, the findings of Bravo et al (2010) show that positive images can enhance positive BE toward the travel brand. Therefore, the following hypothesis is proposed:…”

Section: The Conceptual Model and Hypothesesmentioning

confidence: 88%

“…In written reviews, individuals are seen to communicate non-favorable evaluations toward brands (Romani et al, 2012); evidently these assessments are shaped by the perceptions of the brand that these individuals hold in their minds. Favorable brand perceptions (proper brand image) are assumed to influence BE in a positive way (Bravo et al, 2010). In the travel literature, it is indicated that the greater the match between an individual image, the higher the likelihood that travelers should hold a positive BE (Sirgy and Su, 2000).…”

Section: The Conceptual Model and Hypothesesmentioning

confidence: 99%

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Developing a brand structure pyramid model for travel-related online social networks

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2013),"Developing a brand structure pyramid model for travel-related online social networks", Tourism Review, Vol. 68 Iss 4 pp. 49 -70 Permanent link to this document: http://dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The aim of this paper is to develop a comprehensive model that combines brand awareness, brand image, brand emotional attachment, brand evaluation and also shows how these constructs affect e-loyalty through the use of travel-related online social network (OSN) websites. Design/methodology/approach -Based on an in-depth literature review, a conceptual e-loyalty model was developed. Empirical data were collected through a web-based questionnaire from 236 respondents. A structural equation modeling was utilized to test the e-loyalty model.Findings -Results indicate that brand awareness positively affects brand image. Brand awareness directly and indirectly influences brand emotional attachment and brand evaluations. The total effects of brand awareness and brand image suggest that higher awareness level and positive image encourage OSN users to be more loyal. In return, this increases the probability that OSN members will repurchase through the OSN websites that they are emotionally connected with. Study results further suggest that there is no difference between the conceptualization of loyalty and the medium used when brands attempt to create consumer loyalty either in the traditional offline medium or the online medium.Practical implications -Study results suggest that travel-related brands should consider brand emotional attachment and brand evaluation as the most important antecedents to e-loyalty, while e-loyalty results in the increased transaction intentions of online users.Originality/value -Very few studies have so far looked at the cause-and-effect relationship between brand emotional attachment and brand evaluation, and e-loyalty through the use of travel-related OSN websites. Study results confirm that the conceptualization of loyalty is similar to the conceptualization of e-loyalty.Previous studies tend to suggest distinct phases of loyalty (Dunn et al., 2009;Prentice, 2013;Ramanathan and Ramanathan, 2011;Toufaily et al., 2012). Cognitive loyalty concentrates on brand performance c...

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Section: The Conceptual Model and Hypothesesmentioning

confidence: 88%

Section: The Conceptual Model and Hypothesesmentioning

confidence: 99%

Developing a brand structure pyramid model for travel-related online social networks

et al. 2013

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“…We asked respondents a qualifying question regarding their familiarity with the company mentioned in the questionnaire on a nominal scale, having two categories, yes and no. Following Bravo, Montaner, and Pina (2010), the responses of only those consumers who claimed to be familiar with the company were included in the analysis. Also, each respondent was assigned to only one of the selected six companies, to eliminate any comparative biases in the responses.…”

Section: Research Methodology Data Collectionmentioning

confidence: 99%

What and how to communicate about a corporate brand with the consumers: An exploratory study

Mann

Ghuman

2015

Journal of Marketing Communications

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The present exploratory study investigates the differential impact of various relevant corporate brand associations on consumers' cognitive (product attitude and purchase intention) and affective responses (affective corporate commitment) in the three sectors, namely durables, services and fast moving consumer goods. The findings reveal that corporate brand associations can be categorised into two categoriesuniversal associations, which are influential in all the sectors, and sector-specific associations, which have a differential effect on consumers in different sectors. Thus, this study reveals that corporate branding is important to consumers in all the sectors, but a single corporate brand story does not work in all the sectors. Further, corporate associations do not always have a positive effect on the consumers; under certain circumstances, these might either have no effect or have a negative effect on the consumers. Finally, there are two routes by which corporate brand associations can influence consumers -by affecting their cognitive responses or by influencing their affective responses towards the company. The recognition of the important corporate brand associations in the three sectors, and the routes (cognitive or affective) through which these associations influence consumer choices would enable marketers to develop more sophisticated corporate communication strategies.

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“…One of the main banking business sectors in Taiwan is evaluated by Wu, Lin and Tsai, a sector that is actively promoted for reaping a risk-free premium (Bravo, Montaner, & Pina, 2010;Brown & Whysall, 2010;Chen, 2009;Lin & Huang, 2009;Lin, Tseng, Hung, & Yen 2009;Sufian, 2009). They analyse the organizational performance of wealth management banks in Taiwan by applying an analytic hierarchy process and sensitivity analysis.…”

Section: University Of Valencia Spainmentioning

confidence: 99%

Introduction

Soriano¹

2011

The Service Industries Journal

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Corporate brand image in retail banking: development and validation of a scale

Cited by 63 publications

References 56 publications

Developing a brand structure pyramid model for travel-related online social networks

Developing a brand structure pyramid model for travel-related online social networks

What and how to communicate about a corporate brand with the consumers: An exploratory study

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