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Developing a brand performance measure for financial services brands

Author

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  • Leslie de Chernatony
  • Fiona Harris
  • George Christodoulides

Abstract

With no universal approach for measuring brand performance, we show how a consumer-based brand measure was developed for corporate financial services brands. Churchill's paradigm was adopted. A literature review and 20 depth interviews with experts suggested that brand loyalty, consumer satisfaction and reputation constitute the brand performance measure. Ten financial services organisations provided access to their consumers. Following a postal survey, 600 questionnaires were analysed through principal components analysis to identify the consumer-based measure. Further testing revealed this to be a valid and reliable brand performance measure.

Suggested Citation

  • Leslie de Chernatony & Fiona Harris & George Christodoulides, 2004. "Developing a brand performance measure for financial services brands," The Service Industries Journal, Taylor & Francis Journals, vol. 24(2), pages 15-33, March.
    • Handle: RePEc:taf:servic:v:24:y:2004:i:2:p:15-33
    DOI: 10.1080/02642060412331301232
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    Cited by:

    1. Tournois, Laurent, 2015. "Does the value manufacturers (brands) create translate into enhanced reputation? A multi-sector examination of the value–satisfaction–loyalty–reputation chain," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 83-96.
    2. Giovanis, Apostolos N. & Athanasopoulou, Pinelopi, 2018. "Consumer-brand relationships and brand loyalty in technology-mediated services," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 287-294.

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