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Brand orientation and brand values in retail banking

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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.

Keywords: brand orientation; cluster analysis; employee survey; in-depth interviews; values

Document Type: Research Article


Affiliations: 1: National University of Ireland Galway, Ireland 2: University of Zaragoza, Spain 3: Aston Business School, Birmingham, UK

Publication date: July 1, 2013

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