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

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  • Rafael Bravo
  • Teresa Montaner
  • Jose M. Pina

Abstract

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.

Suggested Citation

  • Rafael Bravo & Teresa Montaner & Jose M. Pina, 2008. "Corporate brand image in retail banking: development and validation of a scale," The Service Industries Journal, Taylor & Francis Journals, vol. 30(8), pages 1199-1218, June.
    • Handle: RePEc:taf:servic:v:30:y:2008:i:8:p:1199-1218
    DOI: 10.1080/02642060802311260
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