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Independent financial adviser (IFA)-based brand equity pyramid

Author

Listed:
  • Nathalia C. Tjandra

    (Edinburgh Napier University)

  • John Ensor

    (Edinburgh Napier University)

  • Maktoba Omar

    (Coventry University)

  • John R. Thomson

    (Edinburgh Napier University)

Abstract

This paper aims to evaluate the applicability of the existing brand equity pyramid models in the context of independent financial advisers (IFAs) in the UK financial services sector. Nine in-depth interviews with IFAs and nine in-depth corroboration interviews with senior marketing managers and employees in one of the UK’s largest financial services providers were undertaken for the purpose of the study. The findings indicate that when applied in the context of IFAs, the existing brand equity pyramid models require modification. These findings lead to the development of an IFA-based brand equity pyramid. The new model can provide insight for financial services marketing academics and practitioners on how IFAs perceive and evaluate financial services brands to be recommended to their customers. Our findings will help financial services providers to develop strong brands in the mind of IFAs.

Suggested Citation

  • Nathalia C. Tjandra & John Ensor & Maktoba Omar & John R. Thomson, 2020. "Independent financial adviser (IFA)-based brand equity pyramid," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(3), pages 53-64, December.
    • Handle: RePEc:pal:jofsma:v:25:y:2020:i:3:d:10.1057_s41264-020-00073-x
    DOI: 10.1057/s41264-020-00073-x
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    References listed on IDEAS

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    1. Orla Gough, 2005. "Independent Financial Advisers -- Why They Remain the Strongest Distribution Route for Pensions," The Service Industries Journal, Taylor & Francis Journals, vol. 25(5), pages 709-720, July.
    2. Rose Du Preez, 2017. "Internal branding experiences in the financial services sector in South Africa," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(1), pages 24-32, March.
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    Cited by:

    1. Jieqiong Wang & Xiao Zhang & Mingjie Dai, 2021. "Influences of Economic Policy Uncertainty on Corporate Social Responsibility Information Disclosure," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(58), pages 843-843, August.

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