Rafael Bravo

The role of bank image for customers versus non‐customers

Purpose – The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non‐customers of banking institutions.Design/methodology/approach – Data were collected through five questionnaires involving five major Spanish commercial banks. The questionnaires were answered by 450 individuals and SEM methodology was used to test the hypotheses of the study.Findings – Corporate image of commercial banks includes dimensions related to the services offered, accessibility, corporate social responsibility, global impression, location and personnel. Two alternative models were validated for customers and non‐customers to explain how corporate associations influence intention to use the banks services. For the case of current customers, satisfaction is a key mediating variable.Research limitations/implications – The study is focused on national commercial banks and corporate image ...

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

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.

Intergenerational influences on the dimensions of young customer‐based brand equity

Purpose – The purpose of this paper is to analyse the different nature and effects of family influences on the dimensions of young customer‐based brand equity.Design/methodology/approach – Information was gathered from in‐depth interviews. The sample was composed of 30 young adults.Findings – Results show different facets of how the family may affect brand awareness, associations, perceived quality and brand loyalty. Some of them have already been considered in the previous literature, and some new elements have also emerged. Information is sorted according to its impact on each dimension of customer‐based brand equity.Research limitations – Differences regarding age, marital status and other social variables in the respondents are not considered in the analysis.Practical implications – The nature, process and effects of intergenerational influences on each dimension of brand equity lead us to propose different marketing actions. These actions may ease the transfer of customer‐based brand equity from pare...

Corporate brand image of financial institutions: a consumer approach

Purpose – In the banking sector, the importance of consumers perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such associations influence consumer behaviour.Design/methodology/approach – A model is proposed that shows which are the main antecedents and consequences of corporate image of financial institutions. This model was validated through structural equation modelling. Data were collected by means of personal questionnaires addressed to 450 respondents.Findings – Results indicate that consumer perceptions depend on brand familiarity, non‐firm communications and, to a lesser extent, on advertising. The resulting image will be an antecedent of the global attitude to the firm and, directly and indirectly, of the intention to use the branded service.Research limitations/implications – This study has been aimed at consumers in a speci...

The role of perceived value in vertical brand extensions of luxury and premium brands

Abstract This study examines the role of perceived value in the relationship between brand attitude, perceived fit, extension attitude and consumers’ purchase intention of downscale vertical extensions of luxury and premium brands in two product categories: cars and shoes. Results from 236 individuals with different income levels show that extension attitude is positively related to purchase intention both directly and indirectly, via the perceived value of the extension; the latter is more strongly correlated than extension attitude to consumers’ purchase intention. Brand attitude is also positively associated with perceived value. Overall, perceived value partially mediates the relationships of brand attitude and of extension attitude with purchase intention. The product category affects the strength of some of the relationships in the model, including the role of fit.

Processes and outcomes in student teamwork. An empirical study in a marketing subject

The presence of student teamwork is increasing in most university degrees. However, there is still a gap in the literature regarding the connection between teamwork processes and their outcomes. In this paper, the authors analyze these processes and how they relate to teamwork outcomes from the students’ perspective. Data was gathered from 129 undergraduates in the first year of an economics degree and analyzed by means of structural equations modeling. The main results show that transitional processes are especially important for explaining students’ perceptions of goal attainment, whereas interpersonal processes are key to explaining perceptions of improvement in skills and overall attitude towards the team. Furthermore, this work shows that students’ perception of goal attainment also exerts an influence on improvement in skills and on overall attitude towards the team. The relations found in this work may help instructors to develop effective teamwork activities and to monitor their results.

Expansion strategies for online brands going offline

Purpose – This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies.Design/methodology/approach – Empirical survey data are analyzed through a series of standard and hierarchical multiple regressions. Different combinations of online brands, product categories and offline brands are studied.Findings – The main results indicate that: the attitude towards the new product is determined by fit and by the functional offline brand image for alliances, while it is determined by fit and by the emotional and commitment dimensions of online brand image for extensions. Moreover, the online brand image is more vulnerable in brand alliances than in extensions.Research limitations/implications – This work shows the applicability of commonly used theories in brand extensions and alliances to the online‐offline market expansion. Moreover, these theories all...

Corporate identity management and employees’ responses

Abstract Main goals in this study are to analyse the effects of corporate identity management (CIM) on the employees’ responses, and the moderating effects of two employee personality traits: proactive personality and resistance to change. Two hundred and ninety-three branch managers in the banking sector in Spain participated in the study, and their responses were analysed through structural equation modelling. Results show that organizational identification is a key variable to explain the CIM effects on employees’ responses. Moreover, employees’ proactive personality and resistance to change exert a moderating influence on the way identification leads to extra-role behaviours. Human resource practices should take into account that proactive employees are more prone to externalize their identification by spreading positive WOM. Besides, identification with the organization will lead to loyalty, especially in employees with low resistance to change.

From Online to Offline Through Brand Extensions and Alliances

This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed through multivariate analysis of variance. Main results lead us to conclude that: 1 the effects of extensions and alliances are mainly negative on the online brand image, 2 the impact is focused specially on the functional and emotional dimensions of brand image 3 The effect is more negative for online brands with high image than for online brands with low image, and 4 the effect is more negative in the case of an alliance with an offline brand with low image than in the case of an alliance with an offline brand with high image or in a brand extension.

Brand Identity Management and Corporate Social Responsibility: an analysis from employees’ perspective in the banking sector

Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees’ attitudes and behaviours. The aim of this paper is, therefore, to analyse how employees’ perceptions of brand identity management and corporate social responsibility affect their attitudes and behaviours. An empirical study was undertaken among a sample of 297 front line employees working in the UK banking sector. Hypotheses were tested using partial least square regression. The results show that employees’ perceptions of brand identity management and corporate social responsibility determine their commitment towards their organisations, both directly and indirectly through perceived external prestige. Organisational commitment explains employees’ brand performance and brand citizenship behaviour. Age differences indicate higher impact of brand identity management on older employees, and higher effects of perceived corporate social responsibility in younger employees. The results extend existing knowledge and are informative for bank managers.