Brand orientation and brand values in retail banking

Elaine Wallace, Isabel Buil, Leslie de Chernatony

Research output: Contribution to journalSpecial issue

Abstract

This exploratory study seeks to provide an appreciation of brand orientation in retail banking. Through in-depth interviews at head office and branch level, we explore managers' brand mind-set. We also surface managers' views about the relationship between market and brand orientation. Further, we examine managers' perceptions about the role of brand values as resources in creating a brand orientation. In a large-scale study of front-line employees, we examine the level of agreement with brand values, and describe differences in brand buy-in across employee clusters.
Original languageEnglish
Pages (from-to)1007-1029
Number of pages23
JournalJournal of Marketing Management
Volume29
Issue number9-10
DOIs
Publication statusPublished - Jul 2013

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Retail banking
Brand value
Brand orientation
Managers
Resources
Employees
Frontline employees
Mindset
Market orientation
Exploratory study
In-depth interviews

Bibliographical note

10.1080/0267257X.2013.796323

Keywords

  • brand orientation
  • cluster analysis
  • employee survey
  • in-depth interviews
  • values

Cite this

Wallace, Elaine ; Buil, Isabel ; de Chernatony, Leslie. / Brand orientation and brand values in retail banking. In: Journal of Marketing Management. 2013 ; Vol. 29, No. 9-10. pp. 1007-1029.
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Brand orientation and brand values in retail banking. / Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie.

In: Journal of Marketing Management, Vol. 29, No. 9-10, 07.2013, p. 1007-1029.

Research output: Contribution to journalSpecial issue

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